Washing machine detergent from the past
Washing machine detergent choice used to be much simpler. A fascinating old publication from Unilever – operating under the simpler name “Lever” at the time – shows just how much the detergent market has expanded since automatic washing machines became a household staple.
Just Two Types of Detergent for the Washing Machine
The booklet in question was produced by one of the leading detergent manufacturers of the time and was widely distributed with new washing machines. One section refers to a particular wash symbol that will have changed “by 1987”, giving a sense of its era. It is an expensively produced publication with a glossy cover – the kind of quality insert that used to be bundled with major appliance purchases.
What stands out today is how straightforward the choice was. Back then, automatic washing machine detergent came in just two types: an original formulation and a newer biological version. There was also a separate product for hand-washing laundry – a category that has largely disappeared.
How Many Types Are There Now?
The contrast with the modern detergent market is striking. Today, a single major brand may offer over a dozen laundry products, each positioned around a specific benefit – colour protection, whitening, low-temperature performance, sensitive skin, concentrated formats, capsule form, and so on.
Whether this represents genuine improvement or primarily clever marketing is open to debate. The specialised products make a reasonable case – colours do fade, whites do grey, and low-temperature washing is more energy efficient. But the sheer volume of options can also make a simple purchase decision more complicated than it needs to be.
Previously, the choice came down to biological or non-biological, and which brand to favour. That remained the case for decades, and laundry still got clean.
Which? Research on Detergent Performance
Washing machine and dishwasher detergent is a significant household expense. Which? has conducted extensive testing and research on detergent performance – results which vary considerably between products at different price points. Full access to test results requires a Which? membership, though useful background information is available without one. (Take out a Which? trial offer.)
Browse all detergent and softener articles – Biological detergent and skin irritation – Can biological detergents damage laundry?
1 Comment
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I do believe that the different types of detergents do serve a purpose for the best clothing care however,
The thing that is confusing with colour detergents is that some include optical brightener and some do not.
I know that whilst OBs don’t fade colours, I do feel over time, that they cast a hue on DARKS, so whilst not colours perse, I like a detergent without them sometimes.
And then, it’s helpful to have a colour detergent with brighteners, for clothes that you don’t want to bleach, but brighten.
Its just a task. As its so wild between the same brands.
Persil colour POWDER has them, whereas powder tablets, liquid capsules and small and mighty liquid don’t.
Ariel POWDER and PODS and LIQUID have them. The colour liquigel doesn’t (Ariel have discontinued colour powder tablets).