The transition from A.I.S.E. to Detergents Europe is more than a name change. It reflects a clearer ambition to communicate the essential role cleaning and hygiene products play in society.
Since 1952, A.I.S.E. has successfully represented the European cleaning & hygiene products industry. However, while the organisation was well known within specialist circles, its acronym did not clearly convey who it represented or the value of the sector to society. The new name provides immediate clarity and helps make the industry’s contribution more visible to policymakers, stakeholders and the wider public.
At the heart of the new identity is a simple message about the key role of cleaning & hygiene products: Clean & Delight. Disinfect. Protect.
They help create clean, comfortable and welcoming homes, support hygiene and infection prevention, and protect the materials, infrastructure and systems that society relies on every day.
From homes and hospitals to restaurants, workplaces and industrial facilities, cleaning and hygiene products contribute to wellbeing, public health, sustainability and resilience.
The new name, Detergents Europe, provides a clearer voice for a sector whose products help create a healthier, more sustainable and more resilient Europe.
