Electrolux make it last
Fabric care is fundamental to extend the lifespan of our clothes and washing them with less energy, water and detergents contributes to a more sustainable future.
Around 70% of people inherit their care habits from their parents making them outdated by today’s standards. Consumers buy 400% more clothing than they did 20 years ago and 90% of our clothes are thrown away long before they need to be, largely due to a ‘fast fashion’ culture and laundry habits. Extending the life of clothing by nine months - taking better care of clothes - reduces carbon, waste and water footprints by around 20-30% per garment.
“We at Electrolux can do our part by helping consumers wash and take care of their clothes in ways that make the clothes produced last longer while reducing the environmental impact,” says Marco Monacchi, SVP Consumer Experience, Global Fabric Care.
Thoroughly clean at 30°C
Consumers agree that increasing the lifespan of clothes by taking good care of them is the most sustainable approach. Yet, according to the Electrolux Better Living Report only 1 in 3 use lower temperatures.
The Electrolux UltimateCare 900 series washing machines have unique technology with UltraMix™ Technology that ensures that colors do not fade. The machine purifies water with a unique ion-exchange filtering system and consumers can get the thorough cleanliness of a 60°C wash at just 30°C.
This technology cleans garments so delicately that consumers can be confident the colors - even blacks - will stay as vibrant as when they were brand new.
Smart and sustainable washing
Autodose intelligent sensors in the Electrolux 11kg UltimateCare 900 washing machine, launched in 2019, calculate the precise amount of detergent and softener for each load, which avoids unnecessary waste and protects clothes from early aging caused by overdosing.
When it comes to washing cycles, the machine’s UltraWash is the ideal balance of care and energy efficiency for mixed loads, a 59-minute cycle with efficient, low-temperature washing. "By washing with Ultrawash at 30°C, you save up to 35% energy compared to a 40°C cotton program,” explains Karina Moreira, Product Marketing Manager, Laundry.
UltraEco for Batik in Indonesia
Electrolux responded to the unique laundry needs of Indonesian consumers with the energy-efficient UltraEco range. The front load washing machine market in the country is restricted by the limited power capacity in many households while Batik - the special waxed and dyed fabric native to Indonesia - requires extra special laundry care.
The heater has been removed and wash cycles have been improved resulting in energy savings of up to 70 percent, with a maximum power consumption of 350 watts per cycle. “It means consumers can run both the washing machine as well as heavy consumption devices without issues,” explains Daniel Chee, Senior Regional Product Manager Fabric Care of APAC & MEA.
What’s more, the range was the first on the Indonesian market to feature a Batik Care program and Hijab cycle, used to ensure optimal wash performance yet care for the specific fabric and garments.
"It remains our top-selling range in Indonesia and all subsequent generations of products will incorporate UltraEco capabilities,” Chee adds. “We will also shift from using universal motors to inverter motors to bring power consumption down even further for the UltraEco range.”
Make it last
Our Electrolux brand is uniquely equipped to drive the conversation around making clothes last longer as a way toward more sustainable and better living. As a sustainability leader and as part of our 2030 target to make clothes last longer with half the environmental impact, the Make It Last campaign communicates our sustainability leadership while strengthening brand recognition.
One of the hero stories that will resonate with consumers is how they can use steam - and up to 96% less water - to freshen clothes and remove wrinkles. Another is how they can wash their clothes at 30°C - this saves energy and prevents color fading, and the clothes become just as clean as they'd be in a higher temperature setting.