New product seeks to lessen laundry time
December 5, 2012 | 8:00pm
MANILA, Philippines – How many of us bemoan the fact that we don’t have enough time to accomplish our tasks and goals?
Whether it’s for finishing a book or spending more time with family—we welcome the chance to have a few hours for ourselves and our loved ones.
Laundry detergent brand Surf seeks to solve this “problem”—at least when it comes to lessening laundry time. It launched on Wednesday its newest powder detergent, Surf Matic, which is particularly designed for washing machine use.
Surf’s Amor Montefalcon revealed that many Filipinos still prefer scrubbing when it comes to washing clothes. This is true for those who hand-wash and machine-wash clothes to ensure that the oil and dirt in their clothes are thoroughly removed. This practice eats up time; it takes an average of 30 minutes to wash clothes and another 30 minutes if scrubbing is needed to complement this.
The science behind the product
Surf Matic seeks to take away this need for scrubbing through a special active release agent that “thoroughly penetrates through the clothing fiber to provide deep cleaning.”
Montefalcon said that there are two things to consider when it comes to effectively removing dirt and oil from clothes: detergency (removal of the oily soil from the fabric) and efficient detergency (something that help detergents work efficiently).
“When you have calcium and magnesium in your water, this prevents the surfactants (the agents that remove oil and dirt from clothes) from working effectively. So what we added are ‘builders’, which trap calcium and magnesium ions and move them away from the dirt so the surfactants can effectively reach the dirt and remove them from the fabric,” Montefalcon explained.
Endorsed by trusted brands
Surf Matic is being recommended by three of the biggest washing machine manufacturers in the world: Electrolux, LG and Whirlpool.
“Consumers do not only look for high-quality washing machines, but the right products to use them as well. Customers are now thinking long-term when it comes to purchases,” Electrolux group product manager Andrea Pionilla said.
LG product manager Audrey Capacio added, “Surf has proven to be a reliable laundry brand when it comes to keeping clothes fresh.”
Lessening laundry time
Whirlpool marketing manager Joy Catiis-Cruz, meanwhile, said that they have found Surf Matic to be a “tremendously effective solution to the needs of every household that operates a washing machine as it significantly aids in lessening laundry time.”
Lessening laundry time, of course, is what we most welcome.
“Among all the advantages of using this product, one of its most valuable offerings is time. Instead of soap, suds or a heap of laundry, time is in the consumers’ hands,” said Jessica Inocencio, brand manager of Surf Matic.
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