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Nowadays consumers want detergents that do more than clean; they also want them to care. This is due to the fact that consumershave become more cost conscious and want their clothes to last longer. A Wallstreet Journal article about fabric care states that“one in three working women recognize that they ruined some of their clothes in the wash over the last year”. This is a cost thatconsumers are not willing pay and even during a recession many consumers are rather investing in premium detergents with caringbenefi ts to ensure their clothes are not damaged and maintain a new look for longer. Last but not least; consumers are constantly looking for products that are good for them, their clothes, and the environment. Together these consumer demands are requiringdetergent manufacturers and retailers to look for high-performance fabric care solutions.


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