Technological breakthrough with Ariel

With Ariel, clothes became white and bright with much less effort. With further innovations like Ariel's activated bleach, and the introduction of an Ariel liquid detergent that helped protect colours and fabrics, they may have almost forgotten what a chore washing clothes could be!

Your parents might also be able to tell you stories of building carts out of detergent drums and racing them in “soap-box derbies”. Ariel once again transformed the detergent world with material and packaging innovations that made the laundry process less harmful to the environment. In the 1980s, Ariel Ultra was among the first to reformulate without phosphates and with less ‘process aids’, allowing for more compact detergents. Your parents may also remember how Ariel’s dose sizes kept getting smaller and smaller in the 1980s, and especially the 90s. What they may not have realised, however, is that Ariel's compaction process helped lower the environmental impact by reducing packaging volume, transportation needs and wastewater treatment. Ariel also showed the way in packaging innovations by introducing refill packs, and dosing devices like the ‘Arielette’ and ‘RollerBall’, which helped Ariel’s cleaning power get straight to work, in the heart of the wash.