P&G Is Letting Cheer Down
By confusing the heck out of consumers.
Originally Cheer was the detergent for colours, while Tide was for whites. The former didn't contain huge amounts of OBAs, bluing agents and later bleach found in the later. Cheer also had "colour-guard" (ok, a little sodium perborate, meant to counter the chlorine found in most all US tap water),again designed to protect coloured clothing.
Then there was "all temperature Cheer" designed to wash in hot, warm and cold. The later two great for colours that would fade or bleed.
Now one can understand wanting to brighten up "dingy" colours, but now that many versions of Cheer contain OBAs and what not, along with bleach, what is the point...
Suppose P&G's research found that housewives weren't willing in huge numbers to have two types of detergent (one for whites, the other for colours), in their laundry-rooms so decided to make Cheer more of an all around product.
Problem for P&G is most of their detergents, especially Tide cost way more than competitors and consumers are finding paying more does not equal better results.
There are less than five major laundry product makers in the entire world. The three largest, P&G,Unilever, and Henkel fully control >70% of the market either themselves or through other owned brands. Adjusting for regional differences in laundry practice, water, soils/stains, and a few other variables, most detergents are quite the same these days in price catagories.
P&G launched "Acti-lift" technology in Europe/UK, and is now reformulating Tide and their other detergents to have this feature as well.
What is bugging detergent/laundry product makers of all stripes is that the market is a mature one. Just as with toothpaste, tooth brushes,and hundreds of other consumer goods aside from emerging markets, there isn't going to be much growth. So they all keep reinventing in the hope of continuing market share. It's either that or sell/drop under preforming brands. We saw this recently when names such as Biz, Oxydol, amoung others were sold off.