Unilever’s Wonder Wash Is First Detergent Engineered for Short Cycles in Washing Machines

Unilever has unveiled Wonder Wash, a new laundry detergent specifically designed for short washing cycles. The CPG giant has launched this new formula under its Under its Dirt Is Good brand, which encompasses Persil, Omo and Skip. Wonder Wash will first be rolled out in the UK, Ireland and China.

The new formula was developed in response to evolving laundry needs and the changing technology, such as athleisurewear and new washing machines that offer shorter cycle settings, according to Unilever.

A growth in the popularity of malodor-retaining athleisurewear, compounded by hybrid-working patterns, has also led to a shift in the type of laundry consumers are doing, according to Unilever. Further, a change in habits, such as a reduction in daily commutes, has meant that while clothing still picks up invisible grease and grime, the majority (70%) of the clothing washed now contains no visible stains, but more invisible sweat, dust and odor-causing body oils. As a result, over two thirds (78%) of washing machine owners choose a cycle that lasts less-than-30-minute at least once a week. This, coupled with the rise of washing machines with cycle settings as short as 15 minutes, has created a new consumer need – an effective product that can perform even in the shortest cycles, and without leaving a sticky residue, said Unilever.

Leveraging its expertise in laundry detergent formulation with robotics and AI, Unilever says it has completely “rebuilt” a laundry detergent to address new consumer needs—including the desire to save on the cost of energy.

Testing shows that through its “Pro-S” technology, Wonder Wash performs better than the competition against the four biggest pain points of short cycle users: malodor removal, absence of residues, freshness and fabric care.

According to Unilever, many liquid detergents aren’t designed for best performance in short cycles and can leave sticky residues.

Unilever says it developed a blend of fast-acting ingredients that activate as soon as the cycle begins, tackling everyday grime and malodor compounds in a matter of minutes, and in the most challenging washing conditions.

There are 35 patents pending around Wonder Wash, according to Unilever.

“Until now, laundry detergents have not kept pace with changing consumer behaviors. By harnessing people’s enthusiasm for short cycles for everyday stains, we’re opening up the potential for a new category of short cycle products within laundry,” said  Eduardo Campanella, business group president, Unilever Home Care. “This breakthrough in fast-acting cleaning will come to consumers around the world under Dirt Is Good, one of Unilever’s 30 Power Brands – where we’re really focusing our investment and bringing through bigger and better innovations.

According to Campanella, Wonder Wash is part of Unilever 'sHome Care’s Clean Future Strategy—it delivers what he calls “an unmissably superior laundry experience” that also reduces environmental impact by encouraging the use of shorter, energy-saving cycles.

“Using over a century in detergent-development, we’ve overcome a real technical challenge to offer outstanding performance even in the shortest timeframe and the difficult washing conditions of the short cycle,” he said.

While it has been designed to outperform leading detergent brands in cycles as short as 15 minutes, Wonder Wash is still suitable for longer cycles, the company insists.

Marketing Effort & Launch Plans

Dirt Is Good has partnered with runner Usain Bolt—known as the fastest man aloive— as part of its advertising campaign.

After hitting the market in UK, Ireland and China, Woner Wash will expand to other markets, including France, later this year, according to Unilever.

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