Accelerated Pace of Innovation

Whirlpool Corporation has been no stranger to leading-edge innovation, state of the art product development and a long list of industry-firsts. This tradition continued with the introduction of our liquid laundry detergent, Swash.

Leveraging over 100 years of laundry expertise and incorporating both the art and science of cleaning, this ultra-concentrated formula delivers an end-to-end laundry experience for consumers, redefines product and will play a key role in our digital transformation journey.


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Industry Disruptor

  • Intercepts consumer at first point of appliance use and increases number of touchpoints we have with consumers
  • Drives incremental revenue stream—the laundry detergent category is a $14 billion and growing industry with high margin potential
  • Redefines product with consumers and shareholders

Ease and Precision Cleaning

  • Precision Pour Cap dispenses the detergent for you; only pours what you need
  • Up to 83 loads/bottle
  • 8x concentration saves laundry room space

Smart Way to Wash

  • Digitally integrated with Whirlpool and Maytag laundry
  • Do more with less
  • Based on consumer insight; removes guesswork

E-Commerce Integration

  • Daily consumables increase touchpoints and close loyalty loop
  • App keeps customer within our direct-to-consumer business longer term
  • Automatic replenishment when supplies are low
  • Detergent is highest Consumer Packaged Goods (CPG) category shifting to online purchases