is a marketing line of laundry detergent
Laundry detergent, or washing powder, is a substance that is a type of detergent that is added for cleaning laundry. In common usage, "detergent" refers to mixtures of chemical compounds including alkylbenzenesulfonates, which are similar to soap but are less affected by "hard water." In most...
s made by Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
. It is the flagship brand in Procter & Gamble's European, Mexican, Japanese, Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
Peru , officially the Republic of Peru , is a country in western South America. It is bordered on the north by Ecuador and Colombia, on the east by Brazil, on the southeast by Bolivia, on the south by Chile, and on the west by the Pacific Ocean....
Turkey , known officially as the Republic of Turkey , is a Eurasian country located in Western Asia and in East Thrace in Southeastern Europe...
The Philippines , officially known as the Republic of the Philippines , is a country in Southeast Asia in the western Pacific Ocean. To its north across the Luzon Strait lies Taiwan. West across the South China Sea sits Vietnam...
Colombia, officially the Republic of Colombia , is a unitary constitutional republic comprising thirty-two departments. The country is located in northwestern South America, bordered to the east by Venezuela and Brazil; to the south by Ecuador and Peru; to the north by the Caribbean Sea; to the...
n and Venezuela
Venezuela , officially called the Bolivarian Republic of Venezuela , is a tropical country on the northern coast of South America. It borders Colombia to the west, Guyana to the east, and Brazil to the south...
n portfolios. In some U.S. stores, Mexican Ariel is available.
Ariel first appeared on the UK market in 1967 and was the first detergent with stain-removing enzymes. It was a high-sudsing powder designed for twin-tub and top-loading washing machine
A washing machine is a machine designed to wash laundry, such as clothing, towels and sheets...
s. With the rise in popularity of automatic front-loading washing machines, a suitable low-suds variant was launched in the early 1970s. The mid-eighties saw the range expanding to encompass liquid detergent and compact powder.
The compact powder was originally known as "Ariel Ultra"; and was subsequently reformulated into the nineties as "Ariel Futur". This was possibly in response to Unilever
Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....
's launch of the ultimately doomed "Persil Power
Persil Power was a laundry detergent product developed and sold in the mid-1990s by Unilever.In the early 1990s, Unilever's Persil detergent risked losing its market-leading position as independent tests were showing the major brands to have relatively similar performance in removing stains....
", which was seen to damage clothes. Compact powders never proved popular in the UK; so when the tablet variant appeared in July 1999, the compact version disappeared.
In 2003, Ariel brought out its quickwash action to its detergents, to allow consumers to be able to do their laundry on a quickwash cycle.
The available range in the UK currently includes:
- Ariel Biological, biological with bleach for whites: automatic (low suds) powder, liquid, 2x concentrated Power liquid, ExcelGel, tablets, and liquitabs.
- Ariel Colour and Style, a biological bleach free product to protect colours: automatic powder, tablets, liquid, 2x concentrated Power liquid, ExcelGel and liquitabs.
- Ariel Sensitive (formerly known as Ariel Non Bio, without enzymes supposedly protecting sensitive skin): automatic powder, tablets, liquid and liquitabs
- Ariel Biological with Febreze: as Ariel biological but with the added freshness of Febreze
Febreze is a brand of household odor eliminator manufactured by Procter & Gamble, sold in North America, Europe, Asia, Australia and New Zealand...
, sold at a premium price to standard Ariel. Available as automatic powder, tablets, liquid, 2x concentrated Power liquid, Excel Gel and liquitabs
- Ariel Stain Pen: a stain pre-treatment product.
- Ariel Handwash: twin-tub powder; also refers to a high-suds version of liquid sold in smaller bottle: a product to take on holiday, to launder small quantities of clothes.
Ariel is available in powder, tablet, liquid, 2 x concentrated Power liquid, ExcelGel and liquitab form.
In 2006, Ariel started its "turn to 30" campaign to inspire consumers to wash in cool water so that energy can be saved.
Ariel launched a concentrated version of their liquid detergents named Ariel Power in the spring of 2008.
In October 2008, Ariel launched their new Excel Gel product which can be used in temperatures as low as 15 degrees celsius. This product was launched under Ariel's "cold is the new hot" campaign.
In 2010, Ariel released a series of controversial web banners that appeared to compare former US President George W. Bush
George Walker Bush is an American politician who served as the 43rd President of the United States, from 2001 to 2009. Before that, he was the 46th Governor of Texas, having served from 1995 to 2000....
to Adolf Hitler
Adolf Hitler was an Austrian-born German politician and the leader of the National Socialist German Workers Party , commonly referred to as the Nazi Party). He was Chancellor of Germany from 1933 to 1945, and head of state from 1934 to 1945...
, depicting both in caricature as "stains" that users could transform into more benign characters (Mohandas Gandhi and Charlie Chaplin
Sir Charles Spencer "Charlie" Chaplin, KBE was an English comic actor, film director and composer best known for his work during the silent film era. He became the most famous film star in the world before the end of World War I...
, respectively), by spraying them with Ariel liquid. The online ads were created for Ariel by Brazilian Ad Agency Ponto de Criação.