Detergents traditionally occupy the biggest space in the part of a store where household chemicals are displayed. Buyers – most of the time they are women – have strong opinion about products but major promotions and price discounts can persuade them to try new brands.

Practically all brands offer versions for white and coloured clothes. Women usually also wash those clothes separately which require special care, using a special programme on the washing machine and special detergent for them. It is interesting that these special products are typically marketed under a separate brand name and not under the umbrella brand of major manufacturers. For instance Dreft is manufactured by Procter&Gamble – just like Ariel Lenor, Tide, Bonux and stain remover Ariel Professional. Although powders still dominate among detergents, the liquid detergent market is improving dynamically. Anita Boros, PR manager with Procter&Gamble told our magazine that the new Ariel liquid detergent features an innovative pretreatment cap, which helps in removing stubborn stains. As for fabric softeners, the top three brands – Lenor, Silan, Coccolino – engage in strong promotional activity and put many new scent versions on the market. In Procter&Gamble’s Lenor product line there are 16 fragrances, so everyone can find a scent they like. Lenor Superconcentrate is an exciting new product: this softener uses the Freshlock™ technology that guarantees clothes’ freshness up to 12 hours. Thanks to the new formula, instead of 35ml it is enough to use 25ml for the same scent intensity.

(To be continued)