Ronen Cojocaru, the company’s founder, claims there are a
number of reasons why his WipeMe Roll wet wipes are better than traditional household wet wipes that are packaged
First, the WipeMe Roll is the only solution available that provides disinfecting wet wipes that fits on any kitchen paper towel
holder, so there’s finally a dedicated place for them, unlike canister wipes which are either stored in closets or put somewhere
close to the sink, he says. The WipeMe Roll is also intended to
replace the traditional kitchen paper towel roll with cleaning
spray, by using the nonwoven wet wipes to disinfect hard surfaces. Also, the WipeMe Roll’s individual wipes come in a slightly
larger size—20cm x 22cm.
Right now, WipeMeWorld is focused on growing its brand
in the disinfecting wipes market. Currently, it is running POCs
(Proof of Concept) with a few large vendors that are testing the
product to potentially adopt it under an OEM business partnership, POC for end consumers as well as for hospital and medical
care centers, according to WipeMe World’s vice president of marketing, Merav Frenkel.
A Quick Clean
In 1999, Procter & Gamble’s Swiffer floor cleaning product
took the home cleaning—and nonwovens industry—by storm.
The sweeping tool features a dry cloth that has deep ridges and
grooves that conform to the surface of a floor to trap and lock
dirt, dust and hair, making the way floors are cleaned easier and
quicker than ever before.
Morgan Brashear, Swiffer scientist, says the idea for Swiffer
was conjured up through its consumer research while the company was working on a new Mr. Clean liquid floor cleaner.
“After testing out the new formulation, the consumers were
still frustrated by the amount of effort required to get their floors
clean. One consumer quote resonated with the P&G team: ‘Don’t
give me a better cleaner… give me an easier way to clean.’ The
next several years were dedicated to just that – and now we have
Swiffer,” she says.
Brashear adds that when Swiffer came to the market nearly
two decades ago, it essentially introduced a new cleaning category – the quick clean category.“Swiffer has found success in listening to the consumer and translating inspiration from consumer
insights to focusing on providing a way to clean that is quicker
and easier than traditional methods,” she says.
Since its launch, the Swiffer brand has expanded by introducing wet pads in 2001, the WetJet with separate cleaning solution
in 2002 and the addition of Swiffer Dusters in 2003. While the
brand continues to fine-tune its materials and formulations, its
most notable upgrade has been made to the WetJet, Brashear
says. The company recently added an absorbent strip down the
middle of the pad that traps and locks dirt into the core of the
pad and acts like a‘squeegee’on the floor to reduce streaking and
hazing. The solution has also been improved to be quicker drying.
This year, Swiffer is marking its 18th “birthday” by going on
a mission to show consumers that using Swiffer is one way to
make life easier as an adult.
“Throughout the coming months we will be highlighting dif-ferent‘adulting’moments you encounter in life – bringing home a
new pet, taking care of a home, hosting parties, etc. – sharing tips
on how to tackle those moments and how Swiffer can help make
things easier,” Brashear says.
In launching its campaign called “If You’ve Got A Life, You
Gotta Swiffer!”– the brand teamed up with“Dancing with the
Stars” dancer Maksim Chmerkovskiy, and Kelly Williams Brown,
author of“Adulting: How to Become a Grown-up in 468 Easy(ish)
Steps,” to show consumers that while ‘adulting’ is hard, Swiffer
makes it easy.
During a Swiffer birthday celebration, Chmerkovskiy unveiled
an exclusive dance to“samba your way to a clean home.” Meanwhile, Williams Brown demonstrated how to quickly clean and
prepare any home before a dinner party, regardless of how much
time there is to clean.
For wipes marketers, product differentiation is key, and nonwovens producers are up to the task by providing new substrate innovations that offer new functions in household cleaning.
Late last year, Kimberly-Clark Professional Partnership Products launched Dual-Texture Hydroknit Material. This wet wipe
base sheet combines the company’s dual-texture meltblown and
its Hydroknit Material.
Leighann Burke, customer marketing manager, Kimberly-Clark Professional Partnership Products, says that Dual-Texture
Hydroknit is different from other wipes substrates on the market
because it has a scrubby side made of dual-texture meltblown
fabric, and a strong, absorbent, cloth-like side made of Hydroknit
Material. “Both traditional spunlace and Kimberly-Clark’s Hydroknit Material use a hydroentangling process with water jets
to entangle the fibers together,” she explains. “Spunlace is com-
“Dancing with the Stars” sensation Maksim Chmerkovskiy takes to the dance
floor to celebrate Swiffer’s 18th birthday, demonstrating how #adulting and cleaning is easy with Swiffer, Thursday, March 16, 2017, in New York. (Photo by Diane
Bondareff/Invision for Swiffer/AP Images)