P&G Consolidates Market Leadership with Ariel Automatic

Procter & Gamble (P&G), makers of the notable laundry brand, Ariel has consolidated its number one foothold on Nigerian detergent market with the introduction of Ariel Automatic.

Ariel Automatic is specifically designed to be used in washing machines, with LG Electronics already identifying with the new product.

Speaking at the product launch in Lagos, Mr. George Nassar, vice president and general manager, P&G Nigeria, said that since its official launch in Nigeria in 1998, Ariel has remained the top stain remover in the market.

He disclosed that Ariel Automatic has more stain fighting contents than its competitors, adding that the philosophy behind Ariel automatic is to improve laundry experience in Nigerian homes.

Nassar said that based on the Company’s research about three million cloths are been washed daily, hence “Ariel Automatic is endorsed by LG Electronics, the number one laundry machine manufacturers in the world. And we are launching the product specifically to aid laundry and for washing machine efficient operations

LG showcased at CES 2015, the twin wash machine which features an ample-sized, front-loading washer resting atop a mini-unit that opened like a drawer and was designed with small batches of clothing such as delicate items in mind, according to a presentation by the South Korean consumer electronics giant on the eve of the major Consumer Electronics Show in Las Vegas.

The idea was that running two laundry loads simultaneously, one being special-care, delicate, items that are often relegated to hampers until enough accrue to justify running washers, will result in less time tending to chores, according to David Vander Waal of LG Electronics USA marketing.

Explaining further on the Ariel Automatic ingenuity, Jeanne du Plessis, communications manager, Ariel, Sub-Saharan Africa, said that Ariel Automatic is designed, not just to clean the fabric but also to protect and enhance it.

She maintained that Africa is “incredibly important to P&G,” adding that Ariel Automatic offers users good fragrance for self confidence and freshness.

“From Ariel’s perspective, every garment tells a story and Ariel is complimenting the story by bringing out the brightness and dynamics of the fabrics”.

Ahinomen Anekabor, Commercial & Brand Director, P&G, on her part, stated that besides being NAFDAC certified, Ariel Automatic preserves the life of washing machines.

According to her, every fashion requires detergent for its wash, adding that Ariel Automatic was developed at Brussel’s Innovation Centre, Brussel, Belgium after thorough research and development was carried out.

On why Ariel Automatic; she said that more Nigerians are buying washing machines and need machine-friendly detergent for the protection and longevity.