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.............................. Ariel - Procter & Gamble
Logo and Trademark..............................
Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship brand in Procter & Gamble's United Kingdom and Japan portfolios. Ariel first appeared on the UK market circa 1969, and was a detergent with stain-removing enzymes. It was a high-sudsing powder designed for twin-tub and top-loading washing machines. With the rise in popularity of automatic front-loading washing machines, a suitable low-suds variant was launched in the early 1980s. 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" ("Future", dropping the "e"). This was possibly in response to Unilever's launch of the ultimately doomed "Persil Power", 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.
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