H
ousework used to be a mundane weekend task with limited options for cleaning products. However, in the age of social media and viral videos, cleaning brands are reinventing themselves by incorporating fashionable colors, sound effects, and advice from “toilet cleaner” influencers.
Many are surprised that watching videos of other people doing chores has become a form of entertainment. TikTok cleaning videos have gained significant popularity, accumulating 6.4 billion views in the UK alone over the past three years. In fact, the cleaning-focused area of TikTok, known as #CleanTok, is more popular than the makeover content on #BeautyTok.
Peter ter Kulve, the head of Unilever’s home care business, acknowledges that TikTok has disrupted the once predictable cleaning market. While Unilever sells over £10 billion worth of cleaning products globally each year, including popular brands like Domestos and Cif, Ter Kulve emphasizes that the company is no longer solely focused on “stains and hygiene.” Social media has shifted consumer attention to the “joy and Zen” of cleaning.
With this in mind, Unilever is developing products that offer a more sensory and enjoyable experience. Ter Kulve emphasizes the importance of excitement and fragrance in cleaning products. Unilever aims to make the entire cleaning experience more fun.
This desire to add excitement has transformed the once ordinary household cleaning aisle into a hub of innovation. Toilet cleaner, for instance, is no longer just a strong-smelling blue liquid. It now comes in a variety of colors, including pink for Barbie fans, and is available in gels, foams, and fizzing tablets.
Ter Kulve provides the example of Domestos, a bleach product that has been on the market for a century. In the past, it was a basic liquid that slowly dripped through the toilet bowl. Today, it also comes in a “power foam” form that creates a satisfying swoosh sound when applied under the rim.
TikTok exposure can greatly impact sales in the UK’s nearly £5 billion cleaning market. Whether it’s a trendy gadget like soap-dispensing dish brushes or a classic favorite like Cif scouring cream, TikTok’s promotion can lead to explosive product sales. For example, TikTok showcased Cif’s cleaning power on scuffed trainers, resulting in a significant boost in sales.
Lynsey Crombie, a TV cleaning expert and influencer known as the “Queen of Clean,” explains that cleaning hacks and tips are popular because many people lack basic cleaning skills due to their busy lives. Online guidance and education from influencers have become valuable resources for those seeking cleaning advice.
Recognizing social media’s affinity for cleaning content, Unilever recently partnered with TikTok, collaborating with over 100 influencers to develop new products. This partnership is surprising, even to Ter Kulve, who never anticipated influencers playing a role in promoting toilet cleaners just five years ago.
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