21 Oct Ones to Watch… Cleaning Brands That Clean Up on Innovation
The household aisle is buzzing with fresh ideas. From heritage brands rethinking sustainability to value favourites expanding into self-care. Here are the new launches making an impact on shelves and homes…
Astonish has served a cheeky double whammy and a bit of a curveball with the launch of a new cleaning product AND a personal care range. The British brand, known for delivering performance at pocket-friendly prices, has unveiled a Honeyed Fig & Almond collection; a cosy seasonal trio of handwash, shower gel and bath soak, alongside a new Bicarbonate of Soda Trigger Cleaner. It’s a clever move that keeps one foot in its cleaning stronghold while testing the waters of everyday indulgence. By infusing warmth and fragrance into its NPD, Astonish is positioning itself not just as a cleaning staple but as a little luxury in our daily routines (especially for washer uppers who forgo the marigolds).
Meanwhile, Ariel is turning heads in the laundry aisle with The Big One – a chunky innovation that packs serious cleaning power into every wash. It’s bold, bright, and built to tackle the toughest stains while keeping things efficient in the washing machine department and it’s suitably eco-smart. Ultimately, this almighty product packs in more washes per bottle and causes less packaging waste. Ariel proves that going big doesn’t need to take up so much space on this little planet of ours. As “Crouchy” (former footballer, Peter Crouch) says in the brand’s popular ad campaign: “Big spills? Big deal” ** shrugs shoulders as Ariel magics away the problem**.
Major players and many-time Product of the Year winner, P&G, has partnered once again with cleaning icon Mrs Hinch for the Enchanted Wildflowers collection; a scent-led celebration that brings a touch of calm and charm to the chaos of everyday life. Spanning Bold, Lenor, Fairy, Flash and Febreze, the range wraps homes in a cohesive floral fragrance that connects the dots between laundry, surface care and air freshening. It’s an inviting reminder that cleaning can be as much about mood as it is about method. This will bring a bit of summer energy into a chilly winter clean.
Whether you want your home to feel like frolicking through a meadow or simply, softer bedsheets, we have it all covered here. These ‘mover and shaker’ brands are re-energising familiar categories and proving that even the most routine chores can feel a little less chore-some and a that bit more inspiring.
But the real challenge is yet to come… #CouldItBeProductOfTheYear?
There’s a matter of days to enter before the deadline CLOSES. Don’t mess about, get your innovative products in today or watch your competitor win the day.