Ecover

Ecover is a household-cleaning brand whose history began in Belgium in 1979. Its official history page says that a group of Belgian scientists, concerned about the effects of phosphates and other cleaning chemicals on waterways and aquatic life, developed a phosphate-free formula and brought Ecover to market. The brand’s early identity was thus tied to an alternative approach to cleaning products and their environmental impact. Ecover’s range includes laundry and household-cleaning products. The German-language homepage features washing powder, fabric softener and dishwashing products, and promotes concentrated laundry formulas intended to require a lower dose and reduce packaging per wash. The brand also encourages refilling bottles and presents everyday cleaning, caring for clothing for longer and reducing waste as part of its broader environmental message. The company expanded beyond its initial niche over time. Ecover’s history records the first national placement of its laundry detergent in Belgian supermarkets in 1989 and a UK market launch campaign in 1991. In 1992 it built an ecological factory in Malle, Belgium, which its history describes as its home. Its current communications are directed to consumers in multiple European markets, including Germany and the UK. Ecover is owned by SC Johnson. The brand remains active and continues to market household-cleaning products.

Ecover’s official history begins in 1979 in Belgium. According to the brand’s account, a group of Belgian scientists became concerned about damage to waterways and aquatic life from phosphates and other cleaning chemicals. They developed a phosphate-free formula in a small shed and launched Ecover. The account presents this as the start of the brand’s effort to offer an alternative to conventional cleaning products. In 1989, Ecover’s first laundry-detergent pack reached Belgian supermarket shelves nationwide. The brand describes this as a step from a niche offering toward a wider market for alternative cleaning products. In 1991 it entered the United Kingdom with the “Washes Righter” campaign, which used reused billboard materials. The campaign’s posters were made from printed remnants of older posters and assembled in a former carpet warehouse in Greenwich, with designs by 100 emerging British artists, according to the company’s history. A further milestone followed in 1992, when Ecover built an ecological factory in Malle, Belgium. The company describes the site as embodying its production vision, citing a green roof used for insulation, eco-bricks made from recycled coal waste, and sustainable wood used instead of concrete and steel. The official history calls Malle the place the brand continues to regard as home. Ecover’s present-day product and brand communications continue to focus on household cleaning, especially laundry and dishwashing. Its German homepage promotes concentrated washing powder and fabric softener, refill practices, carefully selected ingredients and efforts to keep clothes in use longer and reduce waste. Ecover is owned by SC Johnson and remains an active commercial brand.

• 1992

  Ecological factory built in Malle

• 1991

  UK launch campaign

• 1989

  First nationwide Belgian supermarket placement

• 1979

  Ecover launched in Belgium

An environmentally oriented household-cleaning brand that emphasizes carefully selected ingredients, phosphate-free origins, refilling, concentrated formulas and reducing waste.

• Washing powder

  Laundry product; the German homepage announces a concentrated formula.

• Fabric softener

  Laundry product; the German homepage announces a concentrated formula.

• Dishwashing products

  Products featured in Ecover’s dishwashing and limited-edition homepage communications.

• Unconfirmed

  Sainsbury’s and Ecover trial in-store refills[3]Sainsbury’s与Ecover试行店内补充装服务thegrocer.co.uk

  Reported: 2020-02-28

  Sainsbury’s and Ecover are trialling in-store refill points for selected Ecover washing-up liquid and laundry detergent products at Sainsbury’s Harringay superstore in north London. A possible rollout to 19 more stores depends on customer feedback.

1. 1Homepage - Ecover DEde.ecover.com
2. 2Geschichte - Ecover DEde.ecover.com
3. 3Sainsbury’s与Ecover试行店内补充装服务thegrocer.co.uk