Ecover has unveiled Power Washing Up Liquid – the homecare brand’s “most effective dish cleaning formula to date” – and dinosaur-themed campaign ‘The Gloves Are Off’.
Power Washing Up Liquid (rsps: £2.95/450ml, £4.95/950ml & £18/5l) came in response to “trending consumer demand for high-performance cleaning products that don’t compromise on skincare or environmental responsibility”, said Ecover.
Featuring a dermatologically tested, pH-neutral formula, the NPD boasts a bergamot & sage fragrance and 100% recycled plastic packs (minus caps). Its long-lasting suds helped to “get the job done with less product and scrubbing every time, helping to reduce water, time and product waste”, the brand added.
“Consumers shouldn’t have to choose between powerful cleaning and caring for their skin,” an Ecover spokesperson said. “With our new Power Washing Up Liquid, we’ve created a formula that cuts through tough grease while staying gentle on hands.”
The launch was Ecover’s “most effective washing-up liquid yet, designed to deliver high performance using thoughtfully chosen ingredients that have minimal negative impact on people and the planet”, the spokesperson added.
Ecover has also launched ‘The Gloves Are Off’, a push to make rubber washing-up gloves “extinct at the sink and prevent millions from ending up in landfill”.
To illustrate its message, the brand has created an installation that reimagines rubber gloves as a relic of prehistoric times. A towering T-Rex model wearing washing-up gloves is positioned alongside a kitchen sink filled with dirty dishes.
The display – which is not available for public viewing – served as a “reminder to the next generation that washing-up gloves don’t have to be a permanent fixture at the sink and belong in the past”, Ecover claimed. “Up to 370 million pairs of washing-up gloves could be thrown away in UK homes each year, which – depending on the materials – can take up to a century to decompose.”
The Ecover spokesperson added: “We’ve been conditioned to believe that powerful washing-up requires protecting our hands with throwaway gloves – but that simply isn’t true anymore. Our cleaning products have evolved, and so should our habits.”
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