Will consumers bite on ultra-concentrated laundry detergent?
Method's new 8x concentrated laundry detergent packs 25 loads in a 300 mL bottle, easily a sixth of the footprint of a conventional 2x concentrated detergent bottle.
The company says its "Smartclean" product is the first detergent to receive cradle-to-cradle certification, given to products that are "environmentally intelligent" from start-to-finish.
The plant-based detergent uses 95 percent natural and renewable ingredients, and Method says it requires 33 percent less energy to produce than traditional detergents.
The question: whether consumers brains are willing to accept using mere drops of a detergent to wash clothing.
Most consumers are accustomed to using too much detergent, which is indirectly good for a manufacturer (more product used, more product sold). But it can be a vicious cycle: more soap means a longer rinse cycle and a lot less environmentally friendly.
Method uses a pump that offers detergent in the right dose. (Probably a good idea -- the more concentrated the formula, the more exponentially worse a potential overdose.)
This post was originally published on Smartplanet.com