Unilever power brand Dirt Is Good has just launched Wonder Wash, our first-ever laundry detergent designed specifically for washing machine short cycles. Conventional detergents aren’t designed for quick washes. And with 80% of consumers using a short cycle once a week, it’s set to be a truly transformative product for the category, which is expected to be worth €2 billion by 2026. Find out how the Wonder Wash innovation responds to the seismic shift that’s happening in the world of laundry: htt
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Unilever power brand Dirt Is Good has just launched Wonder Wash, …
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Wonder Wash – the latest launch from the world’s No.1 laundry brand Dirt Is Good – taps into the short cycle category predicted to be worth €2 billion by 2026 Hear from Joshua Hill, Marketing Manager, on how the Dirt Is Good team acted on the consumer trend towards short cold-wash cycles, built a fast-acting product with superior tech and made it unmissable. Find out more here: https://www.unilever.com/news/news-search/2025/the-success-of-wonder-wash-our-biggest-home-care-launch/?utm_source=UF&u
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Wonder Wash short cycle laundry detergent is Unilever’s biggest and fastest-growing Home Care innovation. And it’s expanding with two new variants: Dazzling Whites for brilliant brightness and Sensitive for skin-kind care. Speed and convenience are driving laundry habits, with 78% of consumers doing one short wash cycle a week. Now, 86% of consumers looking for brighter whites and 79% seeking gentler laundry formulations can get the performance and results of a full wash in a short wash cycle. h
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