Fabuloso 2X Leads the Way with Efficacy and Sustainability
2X concentrated formula provides 2X more active ingredients compared to non-concentrated Fabuloso Original.
Category
Innovation
Published
August 29, 2024
As a caring, innovative growth company that is reimagining a healthier future for all people, their pets, and our planet, Colgate-Palmolive is constantly evolving how it can make environmentally-friendly products that deliver superior performance. In just the past year alone, Tom’s of Maine and Soupline—part of the Colgate-Palmolive family of brands—have launched products that do both.
Another notable achievement is Fabuloso 2X Concentrated Multi-Purpose Cleaner, a concentrated formula with 2X more active ingredients* (*vs. non-concentrated Fabuloso Original in the same size bottle) and 50% less plastic** (**by following dosing instructions and getting twice as many uses out of one bottle v. same size of Fabuloso Original).
“With Fabuloso 2X, we aimed to distinguish our products in the market through sustainability,” said Abraham Cazes, Sr. Director of Home Care, R&D at Colgate-Palmolive. “We have successfully created a product that not only performs better but also helps to support our commitment to sustainability.”
The Science Behind Fabuloso 2X
A favorite in North American homes for nearly three decades, Fabuloso is renowned for its long-lasting fragrance and excellent cleaning performance. Thanks to the entire Fabuloso line of products - 2X, Antibacterial, Professional, and Original - the brand is the #1 All-Purpose Pour Cleaner*** in the US.
Fragrance, especially for Fabuloso consumers, is an important aspect of household cleaning products. “How a household cleaner smells really matters to people,” said Daniel Talancon, a fragrance development scientist with Colgate-Palmolive. “They really need to have a good fragrance experience when they are deciding whether or not to purchase the product.”
Talancon and his team conducted evaluations with Fabuloso users to determine the “ideal dose” for delivering a comparable fragrance experience. Fabuloso 2X has a wide array of scents that appeal to specific consumer preferences, including Lavender, Refreshing Lemon, and Watermelon, a scent that has gone particularly viral on social media.
When Fabuloso 2X debuted in 2023, it became the first 2X concentrated All-Purpose Pour Cleaner on the market. That same year, Fabuloso recorded its highest net sales ever.
“We were the pioneers in the market with this concentration,” said Jacques Grignard, the Senior Manager, R&D, Global Product Development Cleaners at Colgate-Palmolive. “And we made it simple.”
The Future of Household Cleaning
Looking ahead, Fabuloso 2X is set to broaden its impact by continuing to innovate and expanding its reach. Moreover, the pioneering technology developed for Fabuloso 2X is now being shared across the Colgate-Palmolive family of brands, amplifying the company’s commitment to sustainability worldwide.
**Vs. non-concentrated Fabuloso Original in the same size bottle
**By following dosing instructions and getting twice as many uses out of one bottle v. same size of Fabuloso Original
***Based in part on data reported by Nielsen through its Ad-Hoc Service for the Pour APC Category for the last 52 weeks ending 07/06/2024, for the Household Cleaners Total US x AOC market. Copyright © 2024 Nielsen.
