I’ve used the Seventh Generation detergent for several years. Even up close, there is no discernible smell The dispenser lid is clear and you can see straight thru both the plastic and the detergent thanks to the lack of dyes.īut how does it wash? Does it get clothes clean? The container is made of 80% recycled plastic which helps the brand live up to its environmentally-conscious reputation.Īs one would expect, the liquid itself is both clear (color-free) and scent-free. They’ve been vocal in doing so, lobbying for all manufacturers to do the same.Īll of that marketing hype is nice, but what’s the detergent-like in real life? As part of this distinction, the company has provided full disclosure of their ingredients. The Seventh Generation Free & Clear detergent is marketed as both “safe & effective.” This claim is backed up by the detergent’s compliance with the U.S. Indeed, Seventh Generation’s reputation as a plant-based, environmentally-friendly, health-friendly company has gained the trust of many thoughtful consumers. It’s easy to find –the ubiquitous formula is sold in nearly every supermarket and big box store alongside the more traditional brands. If you suffer from skin irritation, there are enough potential problems here to prompt looking elsewhere.įor anybody searching for a more “natural” laundry detergent, Seventh Generation Free & Clear is a simple choice. It's the inclusion of known allergens and potential carcinogens should make you think twice before buying. In addition, we appreciate the lack of fragrances and dyes in the formula and the company's transparency. Even heavily soiled and stained clothes come out looking fresh. ![]() This fragrance-free laundry liquid certainly cleaned well. Seventh Generation are a company with fine principles. Wolf says his company sent a truckload of oil-free detergent to the gulf, but he hasn't heard whether anyone has used it.Seventh Generation Free and Clear Laundry Liquid And we're using that same product that's messing up the Earth to clean it up." "Here we are trying to squeeze every last drop of oil we can out of the Earth, and it's despoiling the Earth. "I think it's extremely ironic," says Martin Wolf, a chemist for Seventh Generation, which makes a dish liquid without petroleum. Because we're not trying to do something evil here." "To say Dawn's horrible because of this, that doesn't make a whole lot of sense," he says, "and that's what we're trying to avoid. He says less than one-seventh of Dawn comes from petroleum. "To make the best product out there, you have to have some in there," says Ian Tholking of Procter & Gamble. What the company doesn't advertise - and these days is reluctant to admit - is that the grease-cutting part of the potion is made from petroleum. ![]() The exact formula is a secret, but she says the key is balancing the surfactants - the chemicals that cut the grease. She says the reason Dawn is so good at cleaning birds without hurting them is that it was designed to erase grease from dishes without harming hands. "So in a communications standpoint, it's been great." "This tension between toughness and mildness has always been something that's kind of challenging to communicate to consumers," Baba says. It also has raised $500,000 for wildlife groups.ĭawn spokeswoman Susan Baba says all the attention Dawn is receiving because of the spill helps get out the message that Dawn is a strong cleaner with a gentle touch. I would say most of the folks working this cleanup know that."Įven before the explosion on the Deepwater Horizon drilling rig, Procter & Gamble was using Dawn's oil spill credentials to sell its detergent. "It cuts the oil the best out of the different soaps. "Just to clean my hands several times during the day," Prest says. Kirk Prest, who ferries biologists through the oily waters, says he uses Dawn all the time. ![]() "I hate to sound like an advertisement," Berkner said, "but I won't allow any substitutes for Dawn."Īnd in the BP spill, Dawn isn't just for birds. Zwerdling joked, "You're going to get letters from Ivory and the other companies." NPR's Daniel Zwerdling discovered this when he interviewed the group's founder, Alice Berkner, during the 1989 Exxon Valdez disaster in Alaska. Nevill and the rest of the workers at the International Bird Rescue Research Center sound like walking commercials for Dawn. It very effectively removes grease but does not cause harm to the skin of the birds." When asked whether they have to use Dawn, Nevill replies, "Dawn definitely works the best. "We're using very heavy concentrations of Dawn because this crude oil has become very weathered, and it's very difficult to remove," Nevill adds.
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