Dr. Beckmann relies on MAGIC LEAVES® technology
Egelsbach, March 2024 – Small living spaces in urban areas, the growing importance of sustainable products, and consumers’ price sensitivity – the demands of the market are challenging. Innovative new products that offer solutions for consumers’ diverse needs are more in demand than ever. Dr. Beckmann's MAGIC LEAVES® laundry sheets have been meeting this demand since 2022. Now, the company is expanding its product range with the launch of innovative toilet and all-purpose cleaning sheets.
Fresh innovation in established categories
Anyone looking for innovative new products in the household cleaning sector (WPR) is unlikely to find them in the toilet or all-purpose cleaner categories. These categories have been dominated by existing product and application formats for decades. “Consumers are looking for new, simple, and sustainable solutions that work. Convenience, performance, and sustainability – our innovative Dr. Beckmann toilet and all-purpose cleaning sheets combine all these qualities in a new sheet format for the category. The great success of our MAGIC LEAVES® laundry sheets shows that we’ve hit the mark with this format. It’s only logical for us to expand this technology into other areas,” explains Marco Buschmeier, CMO.
Small sheet, big impact
Both the toilet and all-purpose cleaning sheets weigh just 2.2g each and dissolve completely within seconds upon contact with water, delivering powerful cleaning performance for hygienic and sparkling cleanliness.
The application is remarkably simple:
Toilet cleaning sheets: Place the toilet cleaning sheet into the standing water of the toilet bowl, activate the foam with a brush, and spread it around the bowl and under the rim. Then flush.
All-purpose cleaning sheets: Place a sheet in a bucket, fill it with water, and the sheet will dissolve completely to create a cleaning solution for all surfaces and floors.
Packaged in a handy, resealable pouch, the MAGIC LEAVES® products can be stored flexibly even in the smallest spaces.
"We see the new sheet format as a major opportunity, as surveys show that 84.3%* of consumers highly value easy-to-use cleaning products,"* explains Maria Wendlandt, Global Brand Director for Dr. Beckmann. "Eight out of ten consumers** confirm the ease of use of our cleaning sheets."*
Sustainability thrives on participation
Dr. Beckmann's MAGIC LEAVES® technology represents a new, lightweight way to clean while also scoring points for sustainability. The cleaning sheets are free from microplastics and preservatives. Compared to conventional cleaners in plastic bottles, this new product category uses up to 83%** less plastic**, which is also recyclable.
* Forbes,5 biggest business trends 2023: https://www.forbes.com/sites/bernardmarr/2022/10/03/the-5-biggest-business-trends-for-2023/; Mintel, Sustainability in household care UK, 2022
** mafowerk GmbH, GER, 2023, Cleaning Trends
*** In-home use test, SKOPOS, DE+UK, 3rd application, n = 40, 2023
**** Compared to conventional liquid toilet cleaners in plastic bottles with a comparable application quantity per packaging unit.