Don't Fight the Habit, Innovate For It: The Making of Fairy Skip the Soak

At P&G, we’re obsessed with creating products that make everyday life a little easier. This mission means we view a market challenge not as a roadblock, but as a catalyst for deeper learning. That’s the story of how we took a hit product from one continent to another and uncovered the insight for one of our latest innovations: Fairy Skip the Soak Power Spray.

A Tale of Two Kitchens

In the United States, our Dawn Powerwash Dish Spray was a runaway hit. It was designed around a clear American consumer trend: “cleaning as you go.” The revolutionary spray format and its fast-acting nature were perfect for people who clean up messes as they cook. Our initial thought was to adapt this successful concept for Europe under our beloved Fairy brand. But when we explored this concept with European consumers, we discovered something fascinating. The idea, which resonated so strongly in the U.S., didn’t connect in the same way.

This disconnect was the exact clue our teams were looking for. It told us there was a deeper story we needed to understand. Our teams got curious and asked a simple question: “What’s different here?”

The answer was found in a deeply ingrained cultural habit. While many Americans clean as they go, a huge number of Europeans meticulously soak their dishes — before handwashing, before loading the dishwasher, and often overnight. For generations, this was simply how dishes were done.

The Question That Changed Everything

We had been telling consumers for years that with our powerful dish washing liquids, they didn't need to pre-soak. But the habit persisted. It was clear that we weren't just facing a different cleaning style; we were facing a different mindset.

This led our team to a game-changing question:

“What if we worked with the habit, instead of trying to change it?”

This question shifted our entire perspective. Instead of forcing a new behavior, we set out to create the best possible solution for the one consumers were already practicing.

From Insight to Innovation: Our Approach

This consumer-first mindset guided every decision we made in developing what would become Fairy Skip the Soak. It wasn’t simply a marketing pivot; this formula was designed for the European job to be done. This was our approach:

1. We Listened and Co-Created.

We put early versions of the spray into consumers’ hands with simple instructions. The feedback was electric. They discovered uses we hadn't even imagined — from making the dishwasher smell fresher to leaving the door sparkling. They didn't just use the product; they helped us understand its true potential.

2. We Focused on the ‘Why,’ Not Just the ‘What.’

A product’s name is its first promise. Instead of a technical name, we chose one that spoke directly to the benefit: “Skip the Soak.” It instantly communicates how the product solves a problem and gives people back their time.

3. We Designed for Real Life.

For a product to become part of a daily routine, it must fit seamlessly into a home. We learned that the bottle needed to be "counter-worthy" — ergonomic, easy to use, and with transparent packaging that looked good sitting out in the kitchen.

The Result: A New Kitchen Essential

By embracing a local insight, the team created a product that truly resonated. Fairy Skip the Soak became a blockbuster success, earning Fairy a spot in more households in its first year and driving significant growth for the category.

The story of Fairy Skip the Soak is a powerful reminder that the most meaningful innovations often come from the simplest place: listening carefully to the people we serve.