Consumer demands and regulatory requirements for cold and quick wash cycles are forcing detergent companies to rethink more than temperature in laundry care innovation. 

P&G is shifting to a fibre-based format designed for cold-water cleaning. Unilever is reformulating around 15-minute cycles. Henkel is connecting detergent performance with appliance programs. Ingredient suppliers are simultaneously engineering enzymes that can work at 20°C in 20-minute cycles while remaining stable alongside other detergent ingredients.

The result is a fragmented technical race with no single route emerging as the answer. R&D teams need to understand which approaches can maintain performance at 20–30°C and shorter cycles without creating new trade-offs in stability, dosage, cost, or fabric care. 

This webinar will dive into the bottlenecks each approach solves, the trade-offs that remain, and the performance gaps in laundry care innovation competitors have not closed yet.

You’ll get answers to

• Where does detergent performance still break at 20°C and in 15–30 minute cycles?
• From enzymes and surfactants to soil-release polymers and detergent-appliance integration, which technologies are actually closing the performance gaps?
• Which solutions are ready to use, and which are still emerging from scale-up technologies, patents, and early research?
• Among formulation compatibility, shelf stability, concentrated formats, dosage, cost, fabric care, and low-temperature performance, what trade-offs remain unresolved?
• Where are major companies, suppliers, startups, and research groups focused, and where does technical white space remain?

Find out how detergent and ingredient R&D teams are solving stain removal, malodor, hygiene, and fabric care at 20–30°C and in shorter wash cycles, and where opportunities are still open for you. 

Register for the webinar to join us live.