Redefine a category - method 8X Pump Laundry

Dirty Little Secrets

The “Dirty Little Secrets” of the laundry category:

Most formulas contain large amounts of water (this was especially true before method provoked the industry to concentrate to 2X concentrated). Water makes laundry detergent heavy to ship (more carbon emissions), and hard to pour and the increased liquid volume needs larger bottles that use more plastic. All in all, a bad idea for the consumer and the planet.

Up to a third of laundry detergent is wasted by consumers through needless and often unintentional overdosing. This is expensive for the consumer, bad for your laundry machine, bad for your clothes and the environment. It seems laundry detergent brands, encourage overdosing by making dosing cups 3-4 times the size that you need, making the levels in the cup hard to read, and generally asking you to throw in a little more (just to be sure).

Laundry is also messy; the bottles are big and clunky, get covered in drips and dirt making the experience unpleasant.

The Breakthrough

We had been experimenting with highly concentrated laundry detergents for some time and using our chemistry skillz, developed an excellent 8X concentrated formula. After failing to find an acceptable mono-dose format that was vegan, biodegradable and cold water soluble, the project ground to a halt. We had a super concentrated formula and no way to dispense it. I realized that, with the dose size for a standard load now being a tiny 12mL, we had the potential to dispense the detergent using a “pump”. Four easy pumps giving you a dose for a load of laundry!

The breakthrough formula now had a breakthrough dispensing platform, which addressed many of the friction points in the category. Our hyper concentrated detergent meant we could dramatically reduce the size, weight and importantly the carbon footprint of our laundry detergent. With the addition of the pump dispenser with could eliminate unintentional overdosing (saving the consumer money), not to mention reduce the messy drips that bottles with dosing cups experience.