Fairy (brand)

Fairy logo

Fairy is a brand of dishwashing liquid produced by Procter & Gamble at their West Thurrock factory (The London Plant), in England, launched in 1950. Fairy is sold in most parts of Europe, although regional names vary. Fairy liquid is traditionally green, hinting at its original lemon fragrance, but it is now available in a variety of colors and scents. The brand has expanded to include a wide range of cleaning products and is widely recognized for its iconic advertising campaigns and the Fairy logo.

History

Fairy was introduced by Procter & Gamble in 1950 and was the first detergent brand specifically designed for dishwashing. Prior to Fairy, most households used bar soap for dishes. Fairy's liquid formula was a significant innovation, offering greater convenience and efficiency for dishwashing. Over the decades, Fairy has maintained its reputation for effectiveness, often marketed with the slogan "Lasts longer." This claim has been supported by various independent tests and consumer reviews.

Product Range

The Fairy brand has diversified beyond its original dishwashing liquid. The range now includes:

• Fairy Non-Bio, a laundry detergent marketed for its gentleness on sensitive skin.
• Fairy Platinum, a premium dishwashing product designed to tackle tough grease and provide a shine.
• Fairy All in One, dishwasher tablets that combine the effectiveness of Fairy liquid with the convenience of a dishwasher tablet.

Advertising and Marketing

Fairy has been known for its memorable advertising campaigns. One of the most iconic is the "Fairy Baby" campaign, where a baby in a Fairy-branded apron became synonymous with the brand's gentle yet effective cleaning power. Another notable campaign is the "Fairy lasts longer" comparison, where Fairy liquid is shown to last significantly longer than competing brands.

Environmental Initiatives

In recent years, Fairy has taken steps to address environmental concerns. This includes the introduction of more biodegradable formulas and the use of recycled and recyclable packaging. The brand has also participated in various initiatives aimed at reducing plastic waste in oceans and promoting sustainable cleaning practices.

Cultural Impact

Fairy has become more than just a household cleaning brand; it has entered the cultural lexicon in many countries. The term "Fairy Liquid hands" has been used colloquially to describe the softening effect of the dishwashing liquid on users' hands. Additionally, the brand has been involved in various community and charity initiatives, further solidifying its place in the public consciousness.

See Also

• Procter & Gamble
• Dishwashing liquid
• Environmental impact of cleaning agents