Thread Number: 79217  /  Tag: Detergents and Additives
Could someone tell me about Omo active clean and strawberry & Lily kiss please?
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Post# 1031452   5/1/2019 at 06:56 (399 days old) by Dn852k4 (Wirral)        

I purchased the above detergents from a local factory shop. I'm based in the UK and have never seen this brand over here. Are they bio? Suitable for colours etc? It looks similar branding to Persil.

Post# 1031543 , Reply# 1   5/2/2019 at 07:34 (398 days old) by Dn852k4 (Wirral)        

Apologies if I've posted this in the wrong forum. This site doesn't display the best on my phones browser.

Post# 1031977 , Reply# 2   5/6/2019 at 20:22 (394 days old) by iej (Ireland)        

Unilever makes a range of detergents that are essentially identical around Europe and beyond but they just different names.
The Persil brand is used in the UK and Republic of Ireland as their premium detergent. In France and Spain the same range is called Skip while in most markets it's called Omo.

Internally Unilever refers to that product line as Omo.

So it's likely that you picked up a detergent that was grey market imported from the continent.

Check the bottle for language, addresses and helpline numbers etc and you'll see where it was originally intended to be sold.

Post# 1031995 , Reply# 3   5/7/2019 at 06:29 (393 days old) by iej (Ireland)        
Also Henkel's the primary owner of the Persil brand.

You're also probably aware that Persil is primarily a Henkel brand. Lever Brothers (now Unilever) acquired the rights to it in several markets: The UK, Ireland, France, New Zealand and possibly one or two others.

In France, Unilever doesn't use Persil as their main top of the line brand, but they have it in a sort of nature inspired range that doesn't exist in the UK and Ireland. It's possible because Persil translates as parsley in French, which isn't necessarily the ideal name for a detergent. Although, Henkel sells Persil very successfully in Belgium and Switzerland, both of which have large French speaking regions.

Persil in most other markets, now including the United States, is a Henkel product.

Unilever has long used he idea of symbolic marketing and local brands. The most famous example of this is the "heart brand" ice cream. In the UK it's Walls, in Ireland it's HB, in France it's Miko, Frigo in Spain, Good Humor in the US, Streets in Australia and NZ, Langnese in German and so on.
Or the Axe brand deodorants called Lynx in the UK and Ireland and a few markets.

They do the same with with Cif, which originated in Franve in the 1960 and is known as Jif, Vim, Viss and even Handy Andy in some markets.

Unilever tend to develop symbolic brands with a common product, logo and packaging design and then localise them with a name change.

So for Omo (Persil and Skip) they have the "splat" logo.
Ice creams : the heart brand.
Axe (including Lynx) - same logo and packaging designs and products.
Cif : (multiple names) - logo, packaging and typeface are common.

All of those products are centrally manufactured in a number of sites around Europe and arpjndbrhe world. They have a fairly sophisticated supply chain that keeps their costs where they want them Ans still allows them to localise.

Proctor and Gable and Henkel do similar.
So do all the big consumer products manufacturing companies.

Post# 1031997 , Reply# 4   5/7/2019 at 06:37 (393 days old) by foraloysius (Leeuwarden, Friesland, the Netherlands)        

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Unilver France is selling Persil. Haven't checked other supermarkets, but LeClerc has it.

Post# 1032020 , Reply# 5   5/7/2019 at 11:59 (393 days old) by iej (Ireland)        

@ foraloysius - Yeah, they always have but it's not the same range as Persil in the UK/Ireland market. It's another product tier that doesn't exist here.

Persil in the UK/Ireland market is identical to Skip in France - a main stream top of the line detergent that competes with Ariel and similar.

Persil in France is a brand that sort of alternates between being a nature inspired range and a value brand.
They're always 'Bouquet de Provence" (floral), Fraicheur Eucalyptus, "Amande Duce" (soft almond), Persil Soin Couleur (special colour care detergent), Persil Soin Laine et Soie (wool and silk), Persil Soin Noir (Black / Dark colour care)

They also seem to be single enzyme more like Surf here but with much more natural scents and "Savon de Marseille" (Traditional olive oil soap).

Persil and Skip are multi enzyme formulations that compete with Ariel.

In France, Omo is used for the counterpart to Surf here.

Post# 1032352 , Reply# 6   5/10/2019 at 21:54 (390 days old) by liamy1 (-)        
And then

To make matters more confusing (for those trying to follow the branding), Henkel sell their "Persil" forumlation in France too - under the "Le Chat" brand.

So they have have 3 variants of "Persil"

Not specifically relevant to what the OP asked, but for anyone interested and the what's in a name and all that.

Post# 1032501 , Reply# 7   5/13/2019 at 01:06 (388 days old) by Iej (Ireland)        

It gets even more confusing when the same brands are used for different product tiers in different markets.

Omo in France for example is the equivalent of Surf in the UK and Ireland while Omo is Unilever's premium TOL brand in a lot of other markets.

Then you've P&G brands like Dash and Tide which can be premium or budget in some markets for historical reasons. Ariel usually being the European premium P&G brand.

Henkel Persil is also sold as Wipp in Spain and Dixan in Italy and Greece.

Post# 1032503 , Reply# 8   5/13/2019 at 03:38 (387 days old) by foraloysius (Leeuwarden, Friesland, the Netherlands)        

foraloysius's profile picture
In the past Dixan and Persil were sold next to eachother, my mother was a Dixan user. Dixan back then was more premium than Persil. Don't know how it is today. In Belgium they still have both.

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