HOME LAUNDRY & GARMENT CARE
The NEW AEG ProTex PLUS washing machine L98699FL ensures precise and gentle washing for exceptional care of clothes Our research shows that AEG ProTex PLUS protects clothes 30% better than previous models. To deliver this, the ProTex system combines several advances in washing technology like the Optisense wash system & Advanced washing technology to ensure there’s no over-washing. It also uses just the
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MAY 2011
adept at washing the smallest, most delicate load without costing the earth. They are very flexible, incredibly smart and adaptable, saving resources and time during every wash.” And for that urgent must-have-now item, “one can set the garment on a speed wash (15 minutes) or simply refresh it in under 20 minutes before popping it on to wear once more.” Neff sales director Mike Jarrett reinforces the versatility factor: “Washing has become ‘as and when’ with quick programmes like Rapid 15 available. Also the wash frequency has increased because of the speed factor, but in turn it means smaller volumes are washed more frequently (despite the interest in large capacity machines). This underlines the need for machines that are energy and water efficient as savings are critical.” And Beko head of buying and product Les Wicks contends that “with consumer lifestyles becoming
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GORENJE “TECHNOLOGY FOR USER FLEXIOBILITY”
right amount of water, detergent and time for outstanding clothes care that will keep them looking like new for longer. This super-efficient washing machine has an outstanding A+++-20% Energy rating. www.aeg.co.uk Trade Sales Telephone number: 08445 610610
increasingly hectic, people are looking for greater flexibility from their laundry appliances as well as user-friendly time saving features so they can fit in the laundry at a time that’s convenient.” He cites Beko’s Fastwash programmes that can wash a 2kg load in 14 minutes and a full 8kg load in 28 minutes.
Lifestyle complement
to outdoor wear and sports programmes.” Baumatic marketing manager Rita Balestrazzi thinks that, “with most people now leading particularly hectic lifestyles and all members of the family working, the idea of sticking to just one fixed day for doing the laundry has all but disappeared. We’re now more
“…very flexible, incredibly smart Talking to manufacturers, the acknowledgement of today’s and adaptable, saving resources “hectic lifestyles” comes up time and time during every wash” and again, focusing the need for home laundry appliances inclined to switch on the washing machine to take the complications out of washing and to do a load after dinner during the week, provide safe, simple, anytime solutions to a which is why time-saving features on these range of lifestyle demands. Hotpoint brand appliances have become so important. ” This manager Iain Starkey believes “we are starting is where the energy-saving, intelligent sensing to see the development of laundry appliances technologies now built into most appliances that truly recognise how consumers live their come into their own. “Fuzzy logic technologies lives and handle their pressures, priorities and are growing in popularity,” says Balestrazzi, “as lifestyles.” For Hotpoint this has meant the this automatically adjusts water intake, water development of the new Aqualtis range (due temperature, wash time, rinse performance in June) that feature 11kg capacity, advanced and spin speed depending on the load, coloureds, delicates and special fabrics ensuring no more energy, detergent or water programming and, of growing importance, is used per wash than is absolutely necessary.” anti-allergy cycles. “Our customers,” says Starkey, “have told us that they want washing machines that handle coloureds without fading, look after precious fabrics and, for HOTPOINT’S NEW AQUALTIS NOW WITH 11KG MODELS people with sensitive skin and other allergies, completely wash away any potential irritants.” Sophistication plus capacity is also a priority at Indesit, where advertising and communications manager Libby Morley acknowledges: “People who have really active lifestyles need laundry products that do a fantastic job at any time, so they probably don’t have regular, scheduled wash days – it’s more likely to be a quick Sunday afternoon wash after football down the park, or an evening wash when you get in from the gym.” The new A-rated Prime series has 9kg capacity, plus “a choice of easy-to-use programmes from a super-quick 15 minute express wash