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Tide (brand)
Tide (/ˈtaɪd/), is an American brand of laundry detergent manufactured and marketed by Procter & Gamble. Introduced in 1946, it is the highest-selling detergent brand in the world, with an estimated 14.3 percent of the global market.
The household chore of doing the laundry began to change with the introduction of washing powders in the 1880s. These new laundry products were pulverized soap. New cleaning-product marketing successes, such as the 1890s introduction of the N. K. Fairbank Company's Gold Dust washing powder (which used a breakthrough hydrogenation process in its formulation), and Hudson's heavily advertised product, Rinso, proved that there was a ready market for better cleaning agents. Henkel & Cie's "self-activating" (or self bleaching) cleaner, Persil; (introduced in 1907); the early synthetic detergent, BASF's Fewa (introduced in 1932); and Procter & Gamble's 1933 totally synthetic creation, Dreft (marketed for use on infant-wear) —all indicated significant advances in the laundry cleaning product market.
Throughout the 1930s, Procter & Gamble's chemists and chemical engineers worked to develop a heavy-duty synthetic laundry detergent. The main challenge, known as the surfactant-builder problem, was creating an alkyl sulfate-based detergent that cleaned heavily soiled clothes without making them stiff or rough. After 7 years, the company's research efforts had been largely unsuccessful, and the project, known as Project X, was cancelled. However, chemist David "Dick" Byerly continued the work surreptitiously. He experimented with various builders, such as sodium pyrophosphate, which cleaned effectively but left fabrics feeling rough. By 1941, Byerly concluded that the optimal builder was sodium tripolyphosphate, which, when used in a high ratio to the surfactants (such as alkyl sulfates and alkylbenzenesulfonates), cleaned without causing harshness. This discovery made it possible for detergents to work effectively in washing machines, even in hard water. By 1945, Byerly's work had progressed to a point where his supervisors, including Thomas Halberstadt, felt confident enough to present the project to senior management.
Tide was first introduced in U.S. test markets in 1946 as the world's first heavy-duty detergent, with nationwide distribution accomplished in 1949. Tide claimed it was "America's Washday Favorite". Authority was quickly gained in the U.S. detergent market, dwarfing the sales of Ivory Snow and accelerating the demise of two of its main competing products, Rinso and Gold Dust Washing Powder, both then Lever Brothers brands. These other brands came in the more familiar soap-powder and soap-flake forms.[citation needed] Tide, however, came shaped like a white powdered bead and was originally marketed as a multi-use product, with its packaging claiming it could be used for both "cleaner clothes, sparkling dishes". Procter & Gamble, Tide's manufacturer, later released Cascade in 1955 to create a specialized product for dishwashing that left dishes shinier.
In 2006, the development of Tide was designated an ACS National Historic Chemical Landmark in recognition of its significance as the first heavy-duty synthetic detergent.
As of January 2013[update], Tide had more than 30% of the liquid-detergent market, with more than twice as much in sales as the second-most-popular brand Gain, although it costs about 50% more than the average liquid detergent.
For the company's national and international experience in sustainable development, and eco-friendly products, the Environment Possibility Award conferred the "Environmental Heroes of the Year" to Tide in 2020.
In some areas, Tide has become such a hot commodity item, that criminals steal it from stores to resell. Police call the detergent "liquid gold" on the black market and it has been known to be traded or sold for illegal drugs.
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Tide (brand)
Tide (/ˈtaɪd/), is an American brand of laundry detergent manufactured and marketed by Procter & Gamble. Introduced in 1946, it is the highest-selling detergent brand in the world, with an estimated 14.3 percent of the global market.
The household chore of doing the laundry began to change with the introduction of washing powders in the 1880s. These new laundry products were pulverized soap. New cleaning-product marketing successes, such as the 1890s introduction of the N. K. Fairbank Company's Gold Dust washing powder (which used a breakthrough hydrogenation process in its formulation), and Hudson's heavily advertised product, Rinso, proved that there was a ready market for better cleaning agents. Henkel & Cie's "self-activating" (or self bleaching) cleaner, Persil; (introduced in 1907); the early synthetic detergent, BASF's Fewa (introduced in 1932); and Procter & Gamble's 1933 totally synthetic creation, Dreft (marketed for use on infant-wear) —all indicated significant advances in the laundry cleaning product market.
Throughout the 1930s, Procter & Gamble's chemists and chemical engineers worked to develop a heavy-duty synthetic laundry detergent. The main challenge, known as the surfactant-builder problem, was creating an alkyl sulfate-based detergent that cleaned heavily soiled clothes without making them stiff or rough. After 7 years, the company's research efforts had been largely unsuccessful, and the project, known as Project X, was cancelled. However, chemist David "Dick" Byerly continued the work surreptitiously. He experimented with various builders, such as sodium pyrophosphate, which cleaned effectively but left fabrics feeling rough. By 1941, Byerly concluded that the optimal builder was sodium tripolyphosphate, which, when used in a high ratio to the surfactants (such as alkyl sulfates and alkylbenzenesulfonates), cleaned without causing harshness. This discovery made it possible for detergents to work effectively in washing machines, even in hard water. By 1945, Byerly's work had progressed to a point where his supervisors, including Thomas Halberstadt, felt confident enough to present the project to senior management.
Tide was first introduced in U.S. test markets in 1946 as the world's first heavy-duty detergent, with nationwide distribution accomplished in 1949. Tide claimed it was "America's Washday Favorite". Authority was quickly gained in the U.S. detergent market, dwarfing the sales of Ivory Snow and accelerating the demise of two of its main competing products, Rinso and Gold Dust Washing Powder, both then Lever Brothers brands. These other brands came in the more familiar soap-powder and soap-flake forms.[citation needed] Tide, however, came shaped like a white powdered bead and was originally marketed as a multi-use product, with its packaging claiming it could be used for both "cleaner clothes, sparkling dishes". Procter & Gamble, Tide's manufacturer, later released Cascade in 1955 to create a specialized product for dishwashing that left dishes shinier.
In 2006, the development of Tide was designated an ACS National Historic Chemical Landmark in recognition of its significance as the first heavy-duty synthetic detergent.
As of January 2013[update], Tide had more than 30% of the liquid-detergent market, with more than twice as much in sales as the second-most-popular brand Gain, although it costs about 50% more than the average liquid detergent.
For the company's national and international experience in sustainable development, and eco-friendly products, the Environment Possibility Award conferred the "Environmental Heroes of the Year" to Tide in 2020.
In some areas, Tide has become such a hot commodity item, that criminals steal it from stores to resell. Police call the detergent "liquid gold" on the black market and it has been known to be traded or sold for illegal drugs.