Henkel’s IoT Laundry Concept May Hit Retail in 2-3 Years
Will shoppers buy three bottles of laundry detergent instead of one if it means a better and more eco-friendly experience? Henkel thinks they might.
The CPG visited the CES show in Las Vegas this month in search of retail and manufacturing partners for an emerging IoT laundry ecosystem concept. In development for almost a decade, the concept hinges upon the benefits of separating detergent chemistry for more effective and efficient cleaning.
A prototype on display at CES featured three brightly colored plastic containers about 6 inches long and 4 inches wide that could be inserted into the top panel of a washing machine. (Photographs weren’t permitted.)
Rather than having cleaning agents, structuring polymers, and fragrances competing in one detergent bottle, they’re separated and dispensed at more precise stages in the wash cycle, Frank Meyer, Henkel chief technology officer, consumer brands, told CGT.
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Cleaning agents are dispensed in the beginning to remove stains, while fragrances release at the end. During today’s current washing method, fragrances are compromised during the mixing process, and “only a fraction of what we put in the product really arrives at the laundry.”
There are sustainability benefits at play: This more precise method uses 20% less chemistry in the cleaning process, and it employs a gentler washing method, which can extend a garment’s life. It also uses less water and energy than a traditional laundry process, according to Meyer.
What’s more, Meyer noted that chemists currently dedicate time toward identifying ingredients that can mix well for shelf-stable bottles; with this method, they can focus on developing optimal ingredients for each stage of cleaning.
Henkel sees both consumer and commercial use cases, and they intend to design the machine to connect to a shared cloud so data can be shared with both Henkel and the machine manufacturer. The IoT-enabled machine will collect device and detergent usage data to identify maintenance issues and when detergent is low.
It will also recognize the type of garments being washed in order to contribute data to improve future performance, Meyer said. As data is collected, AI will play a role in identifying optimal performance trends to improve the machine and the detergent chemistry.
Meyer said Henkel has spoken to a number of the world's leading machine manufacturers about the concept, and while questions remain, it could be at retail as soon as two to three years.
Among the questions is how consumers will purchase the separate cleaning agents. They could potentially be sold separately at retail or through home fulfillment that’s activated by pressing a button on the machine, he said.
Early Learnings
Setting the stage for this type of experience in lower-lift ways are two devices for the laundry room and the kitchen.
Launching this year, the Persil Smartwash washball features built-in sensors to dispense the proper amount of detergent during particular moments in the wash cycle. Its cartridge design also separates out fragrances, and it can be used in any type of washing machine.
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A similar version, known as the Somat Smartwash, is designed to slide into any existing dishwasher like a plate. This version dispenses the appropriate agents for up to a month, said Meyer, accounting for such factors as water hardness.
Both devices will be sold through e-commerce in Europe this year. If successful, Henkel expects to expand availability to brick-and-mortar, as well as potentially in the United States.
