Scan Magazine, Issue 94, November 2016

Page 42

Scan Magazine  |  Special Theme  |  Our Top Swedish Christmas Gift Ideas

WASHOLOGI by Viktoria’s fabric softeners and linen waters boast a pure scent and have been named to evoke emotions, such as Scent of DESIRE with Cotton flower and Scent of HIM with Bergamot.

Making the clothes last and the laundry segment stylish WASHOLOGI by Viktoria is the laundry product designer that teaches its customers to wash less often and use less detergent. Its mission is to produce stylish, effective and truly environmentally friendly laundry products – all in an honest, credible way. By Linnea Dunne  |  Photos: Stefan Viklund

It all started when Viktoria Widengren wanted to create something of her own and started looking around to see what was missing on the shelves. She ended up befuddled by the laundry segment, which struck her as particularly unimpressive and boring. “Why were there no nice-looking bottles of washing detergent? We’ve got lots of nice packaging in the beauty segment, so why the conservative laundry products? I started think42  |  Issue 94  |  November 2016

ing about it and thought that you should be able to buy detergent where you buy clothes – but then the products have to look nice,” says Viktoria.

‘It has to be good stuff’ She quickly went from befuddled to determined. Her research around design made her realise how important the environmental aspect was, and she decided to try to create a product that was stylish,

effective and environmentally friendly. “Often when you buy the eco products they just don’t work, so then you don’t buy them again. It has to be good stuff,” she asserts. It was a learning curve for the former social worker, but she was clearly more than able for the task. She now talks about her niche segment as if she had never done anything else, clearly both passionate and incredibly knowledgeable. “I know everything about detergent,” she laughs. “I know how to produce labels, how to develop scents, how to sell. I want to know everything about the products because I’m putting my name to them. It all has to

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