Ecover's makeover

Ecover, an eco-friendly detergent brand launched over 30 years ago, found that by 2011 the UK market had changed considerably with an increasing number of competitors, including P&G and Unilever entering the 'green' space.

Ecover's makeover

Neil DavidsonBrave

The "eco-friendly' detergent Ecover was suffering from the effects of frugal consumers, "greenwash' and market confusion. It had to reposition from a "brand for hippies' to the mainstream.

The Ecover story began in Belgium in 1979 with the development of a phosphate-free washing powder. This was well before phosphate in cleaning products was identified as the major environmental issue it is now — and long before 'sustainability' and 'eco-friendly' became common terms.

By 2011, Ecover had achieved much to be proud of, coming through some difficult times to emerge as one of the few companies...

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