Posted By Paige Prestage Marketing Executive on 15th January 2021

Dettol Brand Guide: Protecting What You Love

Since the onset of Covid-19 in March 2020 the world has been in a hygienic frenzy – from government guidelines on social distancing to prevent the spread of germs, NHS guidelines on how to wash your hands and the infamous hand sanitiser drought. 

Conversations about hygiene and health measures are now a part of everyday life. And while we may think like we’ve seen it all, there could be more health and safety measures around the corner as we ease out of lockdown and into some form of normality. 

We know that cleaning and hygiene products will continue to be a key focal point for retailers all around the country. The market will continue to grow as people seek to make their homes cleaner and businesses make their premises safe for employees.

We also know that customers ask more questions about cleaning than ever and want more green cleaning products to accompany the sustainability push present in most industries now.

Step in Dettol, the most well-known cleaning brand in the UK. We’re going to explore the Dettol brand, what it stands for and give you our recommendations for the best Dettol products to stock on your shelves.

Who Is Dettol?

Dettol was founded in 1932 and is a brand of cleaning supplies, disinfectant and antiseptic solutions. Dettol was first used in hospitals, and then made its way into homes where it’s used by millions of people every day.

It all began with the instinct that everyone has – to protect themselves and their families’ health. However, in the early 1900s, it was believed imbalances of the body caused illness and disease.

Dettol sought to challenge the status quo and firmly believed that the reason we contract illness and disease is due to the germs we encounter every day. And combatting these illnesses and diseases could be done if we use effective hygiene practices.

In 1933, Dettol began making a disinfectant that would eliminate germs from medical equipment, and their trusty shield and sword logo was born as an emblem of protection. They educated doctors and true to their word, puerperal sepsis (genital tract infection during labour) dropped by 50% within two years.

Over the next 20 years, Dettol became more popular, and in the 1950s it was made more widely available and released in UK grocery stores.

In the 1970s, Dettol started to release more products and was available in over 124 countries.

Dettol continues to innovate and educate people worldwide and is now one of the biggest cleaning product suppliers in the world. 

What are Dettol’s Brand Values?

All the best brands have strong, coherent brand values that run through the company and its products, and Dettol is no different. Here are Dettol’s brand values:

Transparency

Picking up a bottle of cleaning solution can leave you feeling like you’re back in chemistry class – confused! Dettol wants to be honest about what their products contain in a way where people can understand their ingredients.

Dettol understands that people want to know what they’re bringing into their homes and businesses, so they bucket terms by functionality, making them easier to understand. Buckets include:

  • Powerful cleansers – a blend of natural and synthetic ingredients that reduce grease, dirt and grime.
  • Additional helpers – bring ingredients together to create a look, texture and performance that meet expectations.
  • Spritz of fragrance – essential oils and synthetic fragrances help people use their smell sense to determine when a surface is clean.
  • Kind moisturisers – for personal care products, moisturisers help to hydrate, protect and nourish the skin.

Social Impact

Dettol aims to make good hygiene a reality for everyone, as germs cost health institutions billions of pounds every year and countless lives are lost.

Dettol believe it’s important to provide people with the necessary knowledge to combat germs and disease, so they make sure to:

  • Use their programmes to reach individuals like children, new mothers, frontline workers and community leaders.
  • Partner with government and public authorities to focus on policy and planning, infrastructure building, monitoring, and enforcement – focusing on schools and healthcare centres.
  • Drive and promote research on hygiene issues to help them build credibility.
  • Promote hygiene and health through various mediums, such as TV and social media.

Dettol also works with global charities and NGOs (non-governmental organisations) to get health education into underprivileged families’ homes.

An example of one of Dettol’s key projects is supporting hospitals throughout the Covid-19 pandemic. They are donating Dettol product care packages to 150,000 NHS workers countrywide, starting with those working in certain NHS hospitals in Nottingham, Hull and Chesterfield; where their product was invented and is developed and distributed.

Science and Innovation

Dettol has been designing products for home and business for over 80 years, so they’re invested in the research and development required to ensure their products work. 

Behind their products are a dedicated team of scientists, researchers and health experts that help them connect with local and global organisations to form a united force.

Plus, their approach to product development always allows them to innovate:

  1. Regulatory oversight ensures compliance with laws around the world. This helps to produce a quality end product that’s safe to use.
  2. Analytical capabilities allow them to rigorously test products to maintain high standards of clinical excellence.
  3. Science innovation helps identify new technologies, develop new formulations and stay at the cutting-edge of sustainable product packaging.

Sustainability

As well as creating a cleaner and healthier world, Dettol is committed to protecting the world from the harmful substances and materials we release into it.

The Trigger Project aims to create a full range of fully sustainable products, and they’ve already started.

Dettol has recently launched surface wipes made from 100% biodegradable plant fibres, and their spray refills use 70% less plastic.

They also launched a metal-free handle they aim to have across all their product range by 2021, and they also have a smaller bottle that will cut plastic use.

Dettol also has a plastics pledge which they aim to put in place by 2025:

  • 100% of our packaging will be recyclable or reusable.
  • We will continue to use plastic in packaging, we will ensure that at least 25% of its content is recycled plastic by 2025, where possible or allowed by regulators.
  • All Dettol products will be clearly labelled to tell you how to best recycle them.
  • We will continue with our projects to improve recyclability on problematic materials, including laminates, tubes, PVC blisters, composites, and pumps.

What Dettol Products Should You Stock?

1. Dettol Anti-Bacterial Surface Wipes 28s

Ideal for fast and effective cleaning, Dettol Cleansing Surface Wipes kills 99.9% of bacteria and viruses* including E. coli, salmonella, MRSA and the flu virus. 

Thick and moisture-rich, they’re designed with enhanced pocket technology to lock in moisture for fast cleaning.

Gentle enough to be used around baby equipment and food preparation/serving areas, they’re the perfect cleaning hack for a cleaner and fresh fragranced home.

The wipes come in an airtight, resealable pack to prevent the surface wipes drying out.

2. Dettol All-In-One Disinfectant Spray 400ml Crisp Linen

Dettol All-in-One Disinfectant Spray can help prevent the spread of harmful bacteria and viruses. This spray kills 99.9% of bacteria & viruses on both hard and soft surfaces, whilst also fragrancing the air with the lasting fragrance of fresh linen.

The spray is ideal for customers that have people coming in and out of their homes, children at home or businesses who want to keep their premises clean and safe.

3. Dettol Anti-Bacterial Surface Cleanser – Original 500ml

Dettol Antibacterial Surface Cleanser is a surface spray that kills 99.9% of bacteria & viruses*, including E. coli, salmonella, MRSA and the flu virus.

This effective antibacterial spray is a non-bleach, no taint and no odour solution used on food preparation areas, highchairs and many more surfaces around the home.

4. Dettol Anti-Bacterial Soap Twin Pack 2 x 100g

Dettol Anti-Bacterial Soap Twin Pack 2 x 100g is a gentle soap with a fresh fragrance. It contains antibacterial agents that provide trusted Dettol protection from a wide range of unseen germs. It cleanses and protects your skin for a hygienic clean and a healthy, refreshing feeling every day.

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