White wash and no spin

Whitening and brightening the 20th century

The story behind Persil is one of a brand that’s famous not only for brilliant whites but also for understanding society’s changing attitudes to housework. As consumers’ demands have changed over the years, Persil has responded.

When launched in the UK in 1909, Persil was more than just a brand name; it heralded a new way of life – a whitening soap powder that still cared for natural fibres, such as cotton and silk, which were then worn almost exclusively.

In 1927 Persil pioneered the concept of consumer aftercare with the Persil Institute – which is still in existence today as the Persil Careline. The late 1950s saw the introduction of electronic washing machines, with manufacturers quick to recommend Persil for its "gentle but effective" washing.

In the 1970s, Persil was the first washing powder to picture a man doing the laundry, and the 1990s saw Persil launch the first ever laundry tablets and capsules.

The launch of Small & Mighty in 2007 not only introduced the first double-concentrated liquid packed with pre-treating agents, but also used two-thirds less packaging, proving Persil to be a leader in the growing field of laundry sustainability.

A winning formula

Today, Persil, along with our other leading laundry brands such as OMO, continues to make a positive social impact through our ‘Dirt is Good’ campaign – promoting getting dirty as a natural and positive part of growing up, essential to a child’s learning experience.

So what is the secret to a century of Persil success? Alastair Mckerrow, Persil’s Europe Brand Manager, reflects: “We’ve always understood better than anyone else what it’s like to be a mum. And like a mum is the fastest to adapt to her children growing up. With ‘Dirt is Good’, Persil has shown it still understands the modern mum better than any other brand.”