the new clorox coldwater

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To your humble author's knowledge, chlorine bleach is not affected by temperature. In a front-loading washer, the bleach is dispensed in the first rinse which is usually cold anyway. All of the subsequent rinses except the final rinse pass through the bleach dispenser to flush it out.

Marketing hype, nothing more. Buy it only if it's the same price but don't expect miracles.
 
Actually, like most chemical reactions, the action of chlorine bleach on fabric is affected by temperature. But as I recall, Laundress has averred that this action is to aggressive in hot water, which is a good reason to add the bleach only to the first cold rinse.

I'm guessing however that if one must add chlorine bleach to hot water, one could simply reduce the amount of bleach to compensate for the increase in activity.

In other words, chlorine bleach in cold water, in the proper dosage, should work as well as a lower dose in hot water.
 
Chlorine bleach will both kill germs and whiten laundry in any water temperature, just that both actions happen faster in hotter water.

Only thing one can think of different about "coldwater" LCB is perhaps some additives that wouldn't disperse well in cold water have been removed or replaced.
 

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