Great autumn cleaning – part 2

Research conducted by Unilever revealed that cleanliness is less important for people than it was 20-30 years ago and the amount of time people spend with cleaning is diminishing.

Today the key words are comfort, speed and efficiency, therefore innovation activity focuses on these aspects. Unilever’s Domestos disinfecting cleaning product with its new Hygiene Molecules, which stay in the bowl for a longer period after the toilet is flushed, kills germs and bacteria very efficiently. Vileda also came out with new innovative products this year: a mop set called Easy Wring and the Virobi robotic mop were the biggest sensations. The former consists of a mop and a bucket with a mechanical wringing system, while the latter collects and retains dust and hair from the floor totally by itself, with just the push of a button. 30- and 120-minute cleaning programmes make the life of housewives easier. For Henkel it is a priority to constantly update its washing-up portfolio. This autumn saw the arrival of Pur 3xAction Lemon, which is now even more efficient than ever before. It is 50 percent thicker and has a stronger formula, staying on the sponge longer. DunaPro’s Clorox products are perfect for washing, cleaning and disinfecting as well. Clorox Disinfecting wipes can be used to clean and disinfect a variety of surfaces around the house. EVM’s experience is that consumers have become more conscious, increasing the demand for traditional and effective products at a good price. The company’s answer to this trend is putting Ultra washing-up powder on the market this autumn in economical 1kg version. They will also come out with Szavo WC Lavender and innovative chlorine-free Szavo WC Ocean disinfectant. Unilever reckons that consumers’ number one priority is the price-value ratio when it comes to buying cleaning products. Consequently, promotions, promotional leaflet presence and secondary placement are crucial in this category. EVM is embracing the online world by advertising with banners or using social media for communicating messages. Domestos’ baby-and-mother programme uses free samples and brochures to educate consumers about what to do with one’s home in terms of hygiene if a baby is born in the family. DunaPro also educates consumers, just like Vileda, who uses in-store demonstrations and PR articles for this purpose.