Ecover, a pioneer of the cleaning world, is helping the nation come clean with the help of The Traitors star, Diane Carson, on its mission to tackle the dirty side of cleaning for the good of the planet. The Let’s Come Clean campaign sees Ecover continue its long-term ambition to help reduce waste with the launch of its new, small but powerful laundry capsules that encourage consumers to wash right, wear more and waste less.
Confessed in a new study by the eco-cleaning pioneer, the habits Brits would rather keep secret include revelations like one in five (21%) regularly allow their pets to sleep in their beds or only wash their sheets and pillowcases once a month, more than half (53%) admitted to not regularly cleaning their washing machines and a third (33%) of Brits wash their towels once every two weeks or less frequently. Another third (35%) of Brits also tell eco-lies to save faces. Lies include ‘reducing water by taking shorter showers’ (31%) to ‘recycling/separating their recycling’ (28%) and ‘claiming to eat less meat than they do’ (17%).
The survey also discovered that Brits are surrounded by cleaning myths that often prevent them from living less wastefully, including misconceptions about the effectiveness of cold washes through to the sustainability credentials of cleaning products. While it’s been proven to be just as effective, and reduces energy consumption, only 2% of respondents wash their clothes on a ‘cold wash’ and as many as 51% of Brits still wash the majority of their laundry above 40 degrees.
To help combat these issues, Ecover has launched a revolutionary laundry capsule range designed to offer effective cleaning power for consumers looking for more thoughtful options. On a mission to help the nearly three-quarters (78%) of Brits who desire a less wasteful lifestyle, the Ecover Laundry Capsules pack a powerful punch and boast effective cleaning power to remove stains in washes as low as 20 degrees Celsius. Using a double concentrated formula, the capsules come with two new laundry fragrances – Lilac and Rescued Rose (bio) and Almond and Rescued Apricot (non-bio), made from upcycled rose petals and apricots for no blooming waste.
According to the survey from Ecover, over half (54%) of Brits struggle to determine if a cleaning product is sustainable and 51% believe there is misinformation about the sustainability credentials of cleaning products. The new Ecover Laundry Capsule packaging features clear information on ingredients and sustainability certifications which echoes the desire of almost a third of British consumers (29%) when it comes to helping choose products.
The Traitors star Diane Carson commented: “As someone who’s experienced deceit first-hand, I know a thing or two about other people’s secrets and I can’t wait to uncloak them all. With Ecover, I am helping Brits offload their secrets, air their dirty laundry and emerge that little bit cleaner for the overall good of the planet.”
An Ecover spokesperson said: “We want to help Brits wash right and waste less. Whether that’s helping people understand the need to wash sheets regularly, especially for those who allow their pets to sleep on the bed, through to showing how to choose more thoughtful products. The majority of Brits believe that cleaning requires strong chemicals in order to be effective* but science has proven that thoughtfully sourced ingredients can clean**. We’re here to demonstrate that with our powerful new laundry capsules which use a bio-based formula to provide effective cleaning power, even at 20 degrees.”
The new laundry capsules range includes:
● Ecover Laundry Capsules Non-Bio
Ecover’s Laundry Capsules come in packaging made from 90% recycled cardboard, certified by FSC. Each compact box contains 18 or 34 capsules that can simply be thrown in the washing machine. As there’s no measuring out of liquid or powder, consumers get a consistent, effective wash each time. The bio formula contains powerful enzymes to actively care for clothes, helping to remove bobbles and improve brightness so they can be worn longer. The capsules are also available in non bio and are the first Ecover product to be CarbonNeutral® certified, excluding use phase, in line with The CarbonNeutral Protocol; learn more at Carbon Neutral – Ecover
Ecover’s commitment to transparency extends beyond its products to its ongoing “Laundry Against Landfill” campaign. The cleaning brand aims to educate consumers on waste reduction strategies and empower them to make more informed choices in their daily lives.
Fans can join the cleaning revolution today by confessing their secrets at the Let’s Come Clean Capsule Confessional at Great Titchfield Street Gallery on 25th June which encourages Brits to air their dirty laundry and learn more about the new capsules. Confessions can also be made by tagging @ecover_uk #LetsComeClean on Instagram to appear for atonement at the Capsule Confessional.
Brits can also head to Ecover.com and Amazon to get their hands on the latest range, or buy in-store at Tesco and Waitrose.
