Ariel (detergent)

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Ariel Logo.png
Laundry detergent
Product typeBiological detergent
OwnerProcter & Gamble
CountryUnited Kingdom
Introduced1967; 53 years ago (1967)
Related brandsJoy
MarketsEurope, Latin America, East, Southeast and South Asia, South Africa, Maghreb, North Africa, Pakistan and the Middle East

Ariel is a British brand of laundry detergents, the manufacturer owned by the American company Procter & Gamble. It is the flagship brand in Procter & Gamble's European, Algerian, Burmese, Turkish, Chinese, Indian, Pakistani, Japanese, Filipino, Mexican, Brazilian, Chilean, Argentinian, Peruvian, Ecuadorian, Colombian and Venezuelan portfolios. In some U.S. stores, Mexican Ariel is available. Additionally, Ariel is also known as Dynamo in Malaysia and Singapore.


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 machines. For front loading automatics, Procter & Gamble initially introduced "Low Suds Bold Automatic" powder. Though with the increasing popularity of automatic front-loading washing machines, a suitable low-suds variant "Ariel Automatic" was eventually 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 Future". 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.

Back in 2005, Ariel launched an advertising campaign in the UK with tennis star Tim Henman and tennis rookie Daniel Stuart Stanton. The advert was broadcast for 2 months throughout the UK.[citation needed]


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