Fairy (brand)

Fairy is a British brand of washing-up liquid and dishwasher detergent owned by the American company Procter & Gamble. Fairy Liquid is traditionally green, as mentioned in the well-known advertising jingle "Now hands that do dishes can feel as soft as your face with mild green Fairy Liquid".[1]

Fairy
Product typeDetergent
OwnerProcter & Gamble
CountryUnited Kingdom
WebsiteFairy Products

As of 2015, Fairy was sold in most parts of Europe, but regional names vary. Fairy Liquid is available in a variety of colour and scent combinations. The original white bottle with red cap was replaced with PET bottles.

Fairy soap bars were originally manufactured by Newcastle upon Tyne company Thomas Hedley Co., which was acquired by Procter & Gamble in 1927.

50th anniversary
Two bottles of Fairy

In February 2010, Fairy brought back the original washing-up-liquid bottle (which was used until 2000) to celebrate 50 years of the brand. Nanette Newman, who appeared in the 1980s TV advertisements, returned for a new campaign to promote the launch.

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.[2] Fairy Non-Bio has added fabric-conditioner to its product range. Like Fairy dish detergent's, 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 [3] and in the smaller rounded 125g size as toilet soap,[4] where it used the same "walking baby" trademark as the laundry powder and was marketed as a pure, mild product.[5] 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.

Outside the United Kingdom
A bottle of Fairy Liquid, branded Yes in Sweden[6]
  • Fairy was released onto the Australian market in 2011 and quickly became popular.
  • In Egypt, Fairy competes with Henkel'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 operas emphasizing its strength (which it claims is four times higher than Pril).
  • Fairy is also sold in Germany: in 2000 it was briefly renamed Dawn (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, Fairy is 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 it is marketed as Dreft. The same name also refers to another brand of detergent also made by Procter & Gamble.
  • In the Czech Republic, Slovakia and Hungary it is marketed as Jar (pronunciation /yar/) and has been available since the 1960s.[7] Its name comes from Janeček (then CEO of the company) and Ranný (the product inventor),[8] but coincidentely it means spring in Czech and Slovakian. The name is synonymous for detergent in Czech Republic and Slovakia.
  • In Saudi Arabia, it has been sold since the 1970s.
  • Fairy products have been sold in Iran since 2005.[9]

See also
  • Dawn - a similar dishwashing detergent produced by Procter & Gamble for the North American market.
  • Persil, a rival brand of laundry detergent and dishwashing detergent

References
  1. Wakefield, Steve (3 August 2010), Why the memory of Fairy Liquid still smarts, Swindon Advertiser, retrieved 29 December 2013
  2. "1960s Fairy Snow Advert - Bank Manager". YouTube. 3 April 2009. Archived from the original on 2021-12-13. Retrieved 25 January 2012.
  3. "1974 - Fairy Bar Soap". YouTube. 28 August 2011. Archived from the original on 2021-12-13. Retrieved 25 January 2012.
  4. "P&G UK and Ireland - Fairy Toilet Soap". Dreft.co.uk. Retrieved 25 January 2012.
  5. "Fairy 'Toilet Soap - 99.4% Pure' TV ad - 45 sec advert". Tellyads.com. 26 September 2007. Retrieved 25 January 2012.
  6. "Blog Archive » The Swedes favourite brand". I wish I did it. 2 September 2008. Retrieved 25 January 2012.
  7. "Jar / Mycí přípravky & tablety do myčky" (in Czech). Retrieved 9 March 2021.
  8. Morávek, Daniel. "Víte, jak vznikl název Jaru? Podívejte se, jak se mycí prostředek měnil v čase" (in Czech). Internet Info, s.r.o. Retrieved 2016-10-13.
  9. "محصولات ماشین ظرفشویی فیری". مونیز (in Persian). Retrieved 2021-10-17.{{cite web}}: CS1 maint: url-status (link)
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