Fairy is a brand of
dishwasher detergent
Dishwasher detergent is a detergent made for washing dishes in a dishwasher. Dishwasher detergent is different from dishwashing liquid made to wash dishes by hand.
Uses
When using a dishwasher, the user must select a special detergent for its u ...
, owned by the
American multinational consumer products company
Procter & Gamble
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio. It was founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/con ...
. The brand originated in the United Kingdom in 1898 and is now used on a number of P&G products in various markets.
It is closely related to the
Dawn
Dawn is the time that marks the beginning of twilight before sunrise. It is recognized by the diffuse sky radiation, appearance of indirect sunlight being Rayleigh scattering, scattered in Earth's atmosphere, when the centre of the Sun's disc ha ...
dishwashing product range sold in the US and to
Dreft
Dreft is a laundry detergent in the United States, Canada, United Kingdom and other markets. First produced by Procter & Gamble in 1933, it was the first synthetic detergent. The Fairy brand of washing-up liquid and Cascade brand of dishwasher d ...
, Yes and JAR brands used by P&G in various European and international markets.
Fairy soap bars were originally manufactured by
Newcastle upon Tyne
Newcastle upon Tyne, or simply Newcastle ( , Received Pronunciation, RP: ), is a City status in the United Kingdom, cathedral city and metropolitan borough in Tyne and Wear, England. It is England's northernmost metropolitan borough, located o ...
company
Thomas Hedley Co., which was acquired by Procter & Gamble in 1927.
Other products
In the United Kingdom and Ireland, Fairy is also a longstanding brand of non-biological laundry detergent, the original soap-based variant being known as Fairy Snow. Fairy Non-Bio has added fabric-conditioner to its product range. Like Fairy dish detergents, its traditional trademark is a walking baby.
Fairy was also a brand of soap in those countries, characteristically green in colour and available both in the form of larger rectangular 155g blocks for laundry and other household purposes and in the smaller rounded 125g size as toilet soap, where it used the same "walking baby" trademark as the laundry powder and was marketed as a pure, mild product. It was suddenly discontinued by the manufacturers in about 2009 to the disapproval of its faithful customer base.
The Fairy brand has expanded further from the soap-based products, and is now also used on automatic dishwashing products, the latest being Fairy Active Bursts. These are pouches of powder and specially formulated washing-up liquid, specifically designed for domestic dishwashers. Other variants have included a power spray for cleaning pots and pans, and a foam/mousse.
International market
* In
Egypt
Egypt ( , ), officially the Arab Republic of Egypt, is a country spanning the Northeast Africa, northeast corner of Africa and Western Asia, southwest corner of Asia via the Sinai Peninsula. It is bordered by the Mediterranean Sea to northe ...
, Fairy competes with
Henkel
Henkel AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. Founded in 1876, the DAX company is organized into two globally operating business units (Cons ...
's Pril, and takes second place to Pril in market share. It is notable for its aggressive advertising campaign featuring actresses from
Egyptian television soap opera
A soap opera (also called a daytime drama or soap) is a genre of a long-running radio or television Serial (radio and television), serial, frequently characterized by melodrama, ensemble casts, and sentimentality. The term ''soap opera'' originat ...
s emphasizing its strength (which it claims is four times higher than Pril).
* Fairy is also sold in
Germany
Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...
: in 2000 it was briefly renamed
Dawn
Dawn is the time that marks the beginning of twilight before sunrise. It is recognized by the diffuse sky radiation, appearance of indirect sunlight being Rayleigh scattering, scattered in Earth's atmosphere, when the centre of the Sun's disc ha ...
(the brand used in the North American market), but, after sharply declining sales due to an unfamiliar brand, the Fairy name was revived in 2002.
* In Sweden and Norway, P&G premium dishwashing products are branded as Yes, as seen on the adjacent picture. It was introduced in 1961 and is by far the biggest-selling detergent in Sweden.
* In Belgium and the Netherlands the same product range is sold as
Dreft
Dreft is a laundry detergent in the United States, Canada, United Kingdom and other markets. First produced by Procter & Gamble in 1933, it was the first synthetic detergent. The Fairy brand of washing-up liquid and Cascade brand of dishwasher d ...
. The same name also refers to another brand of detergent also made by Procter & Gamble.
* In
Czechia,
Slovakia
Slovakia, officially the Slovak Republic, is a landlocked country in Central Europe. It is bordered by Poland to the north, Ukraine to the east, Hungary to the south, Austria to the west, and the Czech Republic to the northwest. Slovakia's m ...
,
Hungary
Hungary is a landlocked country in Central Europe. Spanning much of the Pannonian Basin, Carpathian Basin, it is bordered by Slovakia to the north, Ukraine to the northeast, Romania to the east and southeast, Serbia to the south, Croatia and ...
,
Croatia
Croatia, officially the Republic of Croatia, is a country in Central Europe, Central and Southeast Europe, on the coast of the Adriatic Sea. It borders Slovenia to the northwest, Hungary to the northeast, Serbia to the east, Bosnia and Herze ...
and
Slovenia
Slovenia, officially the Republic of Slovenia, is a country in Central Europe. It borders Italy to the west, Austria to the north, Hungary to the northeast, Croatia to the south and southeast, and a short (46.6 km) coastline within the Adriati ...
similar P&G products are sold as Jar (pronunciation /yar/) and has been available since the 1960s. Its name comes from Janeček (then CEO of the company) and Ranný (the product inventor), The name became a synonymous for detergent in Czechia and Slovakia.
* In
Saudi Arabia
Saudi Arabia, officially the Kingdom of Saudi Arabia (KSA), is a country in West Asia. Located in the centre of the Middle East, it covers the bulk of the Arabian Peninsula and has a land area of about , making it the List of Asian countries ...
, it has been sold since the 1970s.
* Fairy products have been sold in
Iran
Iran, officially the Islamic Republic of Iran (IRI) and also known as Persia, is a country in West Asia. It borders Iraq to the west, Turkey, Azerbaijan, and Armenia to the northwest, the Caspian Sea to the north, Turkmenistan to the nort ...
since 2005.
* Fairy dishwashing liquid was introduced in Spain in 1982. In 1991, a television advertising campaign in which two fictional towns,
Villarriba and Villabajo, compete for the best
paella
Paella (, , , , ; ) is a rice dish originally from the Valencian Community. ''Paella'' is regarded as one of the community's identifying symbols. It is one of the best-known dishes in Spanish cuisine.
The dish takes its name from the wide, sha ...
at their popular fiestas was launched in the country. The campaign, which allowed the brand to go from a discreet 6% to 40% market share in Spain, has been renewed many times over the years, was used in other markets such as the United Kingdom, Germany, Russia, Portugal and Greece, and was even the inspiration for a television series titled ''
Villarriba y Villabajo''.
See also
*
Dawn
Dawn is the time that marks the beginning of twilight before sunrise. It is recognized by the diffuse sky radiation, appearance of indirect sunlight being Rayleigh scattering, scattered in Earth's atmosphere, when the centre of the Sun's disc ha ...
- a similar dishwashing detergent produced by Procter & Gamble for the North American market.
*
Persil (Unilever) a rival brand of laundry detergent and dishwashing detergent
*
:de:Pril
References
External links
*
The History of Fairy SoapFairy Products list
{{Procter & Gamble
Procter & Gamble brands
Detergents
Cleaning product brands
British royal warrant holders
Products introduced in 1898
Food and drink introduced in 1898