Dawn Wants to Change the Way We Wash Dishes
Dawn liquid detergent has been a staple on kitchen countertops since 1972. And aside from a few new scents and bottle redesigns, Procter & Gamble hasn’t shaken things up with the brand all that much.
That will change come January, with the introduction of Dawn Powerwash Dish Spray, a new way to wash dishes as our cleaning habits have changed.
As it turns out, when we were slobs, it was better for Dawn. The soap was designed to tackle large loads of dishes, which consumers used to let stack up in their sinks. (Ew.) Specifically, it was made to combine with water, creating soapy suds that cleaned plates and glassware, not to be used directly on those dishes.
Today, though, 61% of Americans clean as they go, says Procter & Gamble, not letting dishes stack up. So Powerwash is designed for those consumers, creating suds inside the spray chamber, letting you apply those directly to the dishes. the company says that will break down burnt-on foods on contact. It’s claiming Powerwash is five times faster at cutting through grease than non-ultra Dawn.
Dawn Powerwash is available in a limited number of locations now, but will roll out nationally in January.
Procter & Gamble doesn’t break out the sales of its individual brands (though it has noted weakness at its Gillette unit). The company is in the midst of a turnaround.
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