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Beyond the Bale : September 2019
Australian company Pental has a portfolio of leading brands that are household names in Australia: from cleaning goods such as White King bleach, personal care products such as Velvet pure soap, and fire-lighters including Little Lucifer and Jiffy. One of the company’s most iconic brands is Martha’s Country Homestead Wool Mix, trusted by generations for washing woollens. Pental recently gave the product a new look by rebranding it as Softly Wool Wash, part of the company’s aptly named Softly laundry care product range. While it is the same trusted formula as before, Pental also took the notable step of becoming a Woolmark licensee so that it could proudly display the Woolmark Apparel Care logo on the bottles of its product. This is the first Woolmark-certified laundry detergent in Australia. AN ASSURANCE OF QUALITY The Woolmark logo provides an assurance to consumers that Softly Wool Wash is a superior laundry detergent for woollens. Specifically, it means that the laundry detergent has been tested by an independent quality assurance authority and has passed the tests appropriate for Woolmark certification in apparel care. The process includes rigorous testing that assesses the detergent’s effect on colour fastness, cleansing efficiency, wool fibre robustness and other attributes. “The Woolmark logo is a very recognisable symbol in Australia, determining a product is of high quality,” said Pental Brand Manager Samantha Rishworth. “We have always known we have a premium product, and by having the Woolmark certification and being the first Australian product on shelf to do so, consumers can feel safe that they are using the best product to clean and care for their woollen garments.” Softly Wool Wash was launched in May and is available online and at Woolworths’ stores across Australia. It will be available in independent stores from late this year and be available in other major supermarkets next year. This Australian-made product is specially formulated to gently care for woollens. It is pH neutral, readily biodegradable, phosphate-free, suitable for both top- and front-loading machines on a gentle/wool cycle as well as for hand washing, and leaves woollens with a fresh eucalyptus fragrance. Pental says the feel of hand washing with Softly Wool Wash can conjure up memories of much-loved knitwear washed with Martha’s wool mix. The name ‘Martha’s’ is still included on the new bottle’s labelling, as a nod to the past. WHO WAS MARTHA? Older readers might recall that ‘Martha’ was a real person, Martha Gardener, who was a famous radio presenter in Victoria and later across Australia. Born in 1905 at Camberwell in Melbourne, she came from a notable family – her father became auditor-general of Victoria and she had an older brother who was a Supreme Court judge. Martha began her radio career in the 1930s but became well known for her long-running talkback radio show ‘Martha Gardener Recommends’, which began in 1952 and lasted for thirty years, during which she advised listeners about household management, from cooking to mending to cleaning. Of all her advice across the years, she is probably best remembered for her ‘no rinse The Woolmark-certified Softly Wool Wash laundry detergent is widely available across Australia at Woolworths. One of Australia’s most iconic household products, Martha’s Country Homestead Wool Mix, was rebranded earlier this year to Softly Wool Wash, and recently became Australia’s first Woolmark-certified laundry detergent. AUSTRALIA’S FIRST WOOLMARK-CERTIFIED LAUNDRY DETERGENT wool mix’ recipe: a mixture of soap flakes, methylated spirits, and eucalyptus, which was to become the successful commercial product that it is today. MORE INFORMATION www.pental.com.au/brand/softly www.woolmark.com/softly OFF FARM 23
In the Shops - September 2019