Lifestyle
PHOTOS: The Legacy of OMO Detergent: A Century of Laundry Innovation
OMO is one of the world’s most recognizable detergent brands, with a history that stretches back more than a century. Over time, it has become not only a household name but also a symbol of innovation in laundry care across continents.
Early Beginnings
The brand was first registered in the United Kingdom in 1908, marking the start of its journey into global homes.
Expansion Across the World
OMO entered the African market in 1953, launching in Kenya and Nigeria. In France, the detergent debuted in 1959, introduced by Lever Brothers as a low-suds washing powder tailored for automatic washing machines. Its popularity quickly spread to other European countries such as Spain, Portugal, and Greece during the 1960s.
Innovation in Formula
By the 1970s, OMO began incorporating enzymes, making it one of the first biological detergents. In 1978, the brand pioneered further advancement by becoming the first detergent powder to feature TAED bleach activators, marketed under the name TETRAED B.
Environmental Milestones
OMO also demonstrated leadership in eco-friendly practices. In Norway, where it had been introduced in the 1960s, it became the first detergent to receive the “Svanen” environmental logo in the 1990s, reflecting growing consumer demand for sustainable products.
Brand Identity and Advertising
Over the decades, OMO’s identity has been reinforced through memorable slogans and campaigns. The phrase “Omo makes whites bright!”, popular in the 1950s, highlighted its stain-removing power. Today, OMO falls under Unilever’s global detergent family—which includes Persil, Skip, Surf Excel, Breeze, and Rinso—all carrying the shared philosophy that “Dirt is Good.”
In some countries, the brand became so iconic that “OMO” is used generically to describe any detergent, cementing its place in popular culture.
Sources
Unilever Archives – OMO Detergent History
African Business Magazine – OMO in Nigeria’s Consumer Market
“Detergents and Cleaning Products in Europe,” European Consumer Report, 1990s
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