Seventh Generation Highlights Its Chemical Free Detergent
http://www.nytimes.com/2010/12/30/business/media/30adco.html?_r=1
"LAUNDRY detergents have promised brighter colors and whiter whites for decades, but one brand of detergent is saying that approach should be hung out to dry.
http://www.nytimes.com/2010/12/30/business/media/30adco.html?_r=1
"LAUNDRY detergents have promised brighter colors and whiter whites for decades, but one brand of detergent is saying that approach should be hung out to dry.
"She should glow, not her clothes," said a recent print advertisement for laundry detergent made by Seventh Generation, the eco-friendly line, which showed a young girl in a sundress. Along with being nontoxic and biodegradable, the ad says the detergent has no "optical brighteners."
Widely used in detergents for decades, optical brighteners work not because of what they lift out of clothes but rather what they leave behind. The chemicals permeate fabrics, causing them to selectively absorb and fluoresce light to appear more white or vibrant."
