Online Exclusives

Coming Clean on Laundry

By Christine Esposito, Associate Editor | June 10, 2012

Ring-around-the collar-specialist Wisk turns to micro-cleaners to tackle the hidden dirt that builds up when Americans postpone laundry day.

Stains are usually the center of attention in the laundry category; if something is dirty, it gets tossed into the hamper.

Well, maybe not right away.

It seems America has a dirty little secret when it comes to its laundry habits.
According to a new national survey conducted by Wisk, nearly one in three women admit to wearing the same bra for several days in a row, and only half of consumers wash their sheets once a week.
Most people claim that they “just know” when an item needs to be washed, but what they may not know is that the average washload contains way more body oils and sweat than visible stains, according to Wisk. And these hidden soils can get trapped deep in the fabric of clothes and build up over time.
Sun Products has rolled out a new Wisk formulation that contains a patented blend of “micro-cleaners” that seek that out and attack the trapped body oils and sweat that other detergents leave behind.

According to Yasmin Grant, associate brand manager for Wisk Deep Clean, even after washing, some “value” detergents can leave behind hidden body oils and sweat that get trapped deep within the fiber of clothes.

Wisk removes body oil that is not always easy to see.
“In the average washload, the ratio of body oils and sweat to visible stains is 20 to one,”Grant told HAPPI. “Can you imagine how much builds up for a family of four in one week’s worth of laundry?”

Wisk Deep Clean helps to get out those visible stains and all that hidden dirt, say executives.
Without going into specifics on the chemistry involved, Grant said the micro-cleaners “organize themselves and surround pockets of body oil that have been trapped deep inside the fiber matrix of clothes, towels and bedding.They then work with the water in the wash to actually lift these trapped oil droplets off of the fibers so they can be rinsed down the drain.”
The Wisk Deep Clean line, which is new for 2012, is available in five varieties—Original, High Efficiency, Oxi Complete, Fresh Breeze and a new Free & Pure SKU.
Wisk is taking its micro-cleaning message to modern moms, including those who might not be old enough to recall its iconic “Ring Around the Collar” heritage.
“Today’s moms want the right balance of performance, value, and convenience in products,” Grant said. “Moms want to provide the best for their family–even in the laundry room, and rely on brands that are high quality, trustworthy, and provide outstanding value–like Wisk Deep Clean. Wisk, with its legendary ‘ring around the collar’ campaign, is the detergent known to fight tough stains and today gives Moms the confidence to know that her family’s clothes are ‘deep down’ clean.”

Related End-User Markets:

blog comments powered by Disqus
  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • How Green Is Your Surfactant?

    How Green Is Your Surfactant?

    Tom Branna, Editorial Director ||September 1, 2016
    Suppliers offer a range of solutions to help household and personal care product formulators develop formulas

  • Take Notice

    Take Notice

    Melissa Meisel , Associate Editor||June 1, 2016
    Packaging trends revolve around trendy artwork, eco-conscious materials—and portability is a plus too!

  • Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • From Greenville to Guangzhou

    From Greenville to Guangzhou

    Christine Esposito, Associate Editor||March 14, 2016
    South Carolina start-up BabyBlossom has big plans for its nontoxic baby products China.

  • Between The Sheets: A look at the dryer sheet category

    Between The Sheets: A look at the dryer sheet category

    Christine Esposito, Associate Editor||January 25, 2016
    How has the fabric softener sheet category fared of late?

  • Unshrinkit Is Undeterred

    Unshrinkit Is Undeterred

    Christine Esposito, Associate Editor||December 21, 2015
    The biggest night in this startup’s history didn’t go as smoothly as planned, but the company’s co-founder is confident about the future of her specialty laundry product.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • Step Aside Ladies

    Step Aside Ladies

    October 5, 2015
    Frey Brothers Create Oak & Musk ‘Mantergent’

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • An Emotional Mess

    An Emotional Mess

    June 15, 2015
    Clorox teams with Pixar to explore the Gestalt of spills, germs and other household messes.

  • Teen’s Non-Toxic Dream Gets Real

    Teen’s Non-Toxic Dream Gets Real

    Christine Esposito, Associate Editor||June 8, 2015
    Rhode Island teen Ava Anderson serves as CEO of a fast-growing direct sales company that’s playing in multiple household and personal care categories.

  • A Reason to Smile?

    A Reason to Smile?

    Jeremy Kerstetter, Assistant Editor||June 1, 2015
    IRI study uncovers consumer optimism...even among Millennials.

  • (HE)lp Desk

    (HE)lp Desk

    Christine Esposito, Associate Editor||May 11, 2015
    Tide taps digital lifestyle expert Carley Knobloch to help homeowners navigate issues with modern laundry.

  • Personal from the Start

    Personal from the Start

    Christine Esposito, Associate Editor||February 23, 2015
    Backgrounds in e-comm and CPG help when building a new business, but for Puracy’s founders, the launch of their household and personal care brand was driven by personal need.

  • Top Stories from 2014

    Top Stories from 2014

    January 6, 2015
    Cleaning for a Reason hit home with visitors in 2014.

  • Get and Stay Connected

    Get and Stay Connected

    Tom Branna, Editorial Director||December 1, 2014
    Keeping close to consumers is key for companies.

  • Swash This!

    Swash This!

    Nancy Jeffries, Online Editor||July 28, 2014
    Procter & Gamble rolls out the “ultimate clothing care accessory” for fashion lovers.

  • Bear Necessities

    Bear Necessities

    Tom Branna, Editorial Director||March 17, 2014
    When the topic is love and laundry, Sun Products has a winning combination with its Snuggle fabric softener franchise.

  • CEOs To Headline Montreux 2014

    CEOs To Headline Montreux 2014

    Tom Branna, Editorial Director||March 10, 2014
    Leaders from key suppliers and marketers will be at the podium when the global fabric and home care industry meets Oct. 6-9 in Switzerland.

  • Game Day Clean

    Game Day Clean

    Christine Esposito, Associate Editor||March 10, 2014
    Hard work pays off, as Espro Sports Cleaner, a stain treatment designed to keep sports uniforms as clean as opening day, makes it to the big leagues.

  • When Better Is Best

    When Better Is Best

    Tom Branna, Editorial Director||February 17, 2014
    Find out what it takes to be a winner of the 2014 Better Homes and Gardens Best New Product Awards.