Accepted Manuscript

Synthetic detergents: 100 years of history

Ana Carolina Kogawa, Beatriz Gamberini Cernic, Leandro Giovanni Domingos

PII: S1319-0164(17)30027-0
DOI: http://dx.doi.org/10.1016/j.jsps.2017.02.006
Reference: SPJ 560

To appear in: Saudi Pharmaceutical Journal

Received Date: 23 March 2016

Please cite this article as: Carolina Kogawa, A., Gamberini Cernic, B., Giovanni Domingos do Couto, L., Regina
Nunes Salgado, H., Synthetic detergents: 100 years of history, Saudi Pharmaceutical Journal (2017), doi: http://
dx.doi.org/10.1016/j.jsps.2017.02.006

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 1

SYNTHETIC DETERGENTS: 100 YEARS OF HISTORY

Ana Carolina Kogawa1*, Beatriz Gamberini Cernic1, Leandro Giovanni Domingos do

Couto1, Hérida Regina Nunes Salgado 1

1
Department of Pharmaceutics, School of Pharmaceutical Sciences of Araraquara, Univ

Estadual Paulista - UNESP, Araraquara, São Paulo, Brazil

*Correspondence: Dr. Ana Carolina Kogawa, Faculdade de Ciências Farmacêuticas de

Araraquara, UNESP, Rodovia Araraquara-Jaú, km 1, CEP 14801-902, Araraquara, SP,

Brazil. Phone: +55 16 3301 4681 Fax: +55 16 3301 6967. E-mail:

ac_kogawa@yahoo.com.br
 2

ABSTRACT

In the year 2016 the synthetic detergents complete 100 years and in this story they

evolved as cleaners. They are already part of the routine of thousands of people

worldwide. For a higher power of cleaning of the detergent, today, are added

phosphates, the main responsible for environmental problems. After 100 years of

synthetic detergents, the effect of the combination of various cleaners on the

environment is a gap. Legislation and guidelines about the other components of the

formula of cleaners still missing. Even the term biodegradable can be best placed on the

diversity of products currently entitled biodegradable. A lot attitudes can still be taken

to continuously improve the relationship between the parties involved, animals, plants,

waters and men, so that in another 100 years continues to exist this interaction with the

environment without destroying it. The marketing used by synthetic detergent

companies evolved a lot over the years and showed maturity to deal with changes in

theories and strategies for promotion and even with the constant social reform that its

consumer lived, accompanying them intelligently to be able to capture their changing

needs and desires, and so assemble the best way to connect to them. This paper focuses

on the subject synthetic detergents as well as (i) types and applications, (ii) threats, (iii)

sustainability, (iv) legislation, (v) packaging and (vi) marketing strategies.

Keywords: synthetic detergents, phosphates, biodegradable, environment, marketing.

1. INTRODUCTION

In the year 2016 the synthetic detergents complete 100 years and in this story

they evolved as cleaners. Their uses and objectives have been expanded and today it is

already part of the routine of thousands of people worldwide.

A detergent is any compound that can be used as a cleaning agent. Although

soap is a detergent, this term is generally used to refer to synthetic substitutes of soap.

The soap, called anionic surfactant, of general formula RCO-ONa, is a salt of

carboxylic acid of long chain containing 10 to 18 carbon atoms, wherein one hydrogen

has been replaced by a cation. The long chain of hydrocarbon of the carboxylic acid

salts is non-polar and capable of interacting with nonpolar species as fats and other

impurities. The group ionized carboxylic acid, being polar, is able to interact with water

molecules. This characteristic explains the interaction of soap with water and fats

(Penteado et al. 2006; Cai and Hakkinen 2014).

Generally, the common soap is a sodium salt, soluble in water. However, salts of

Ca2+, Mg2+ or Fe3+ are insoluble in water. Thus, a soap can not be used efficiently in a

medium containing these ions, in case the hard water (Cai and Hakkinen 2005).

Water hardness is usually measured as the amount of parts per million (ppm) of

calcium carbonate (CaCO3). Water is considered hard if containing amounts of these

cations above 150 mg L-1, water is considered soft if the contents are below 75 mg L -1

and if they are between 75 and 150 mg L-1 water is considered moderate.

The problems related to the use of common soaps in hard water led to the

development of synthetic detergents.

Detergents have structural characteristics similar to soaps, polar region and a

non-polar long chain and act basically the same way. However, chemical characteristics
 4

of the detergent are different and do not precipitate in hard water or acidic solutions,

such as soaps.

Anionic synthetic detergents commonly used in cleaning contain alkyl benzene

sulphonate of sodium, linear chain. On the market are found as a mixture of alkyl

benzene sulfonates, wherein the main component of this mixture is dodecylbenzene

sulphonate of sodium, established as standard of biodegradable anionic detergent.

2. TYPES AND APPLICATIONS

Soaps and detergents belong to the same group of chemicals, the surfactants.

There are four types of surfactants; anionic, cationic, nonionic and amphoteric (Kemmei

et al. 2007).

Soaps and detergents belong to the group of anionic surfactants.

Non-ionic surfactants do not present radicals with electric charges and interact

with water molecules by hydrogen bonds.

They are, together with the anionic surfactants, the most appropriate for the

removal of dirt by washing, once in the water both surface of the fabric fibers and dirt

particles are negatively charged.

The cationic surfactants are often used as bactericides, hair conditioners as well

as fabric softener.

The amphoteric surfactants are used in shampoos and cosmetic creams.

3. THREAT OF SYNTHETIC DETERGENTS

Before the advent of synthetic detergents, there were problems with the effects

of soaps on the ecosystem, once they have left an insoluble film on the surface of the

water which, for example, decreased or even impeded the entry of oxygen. Therefore,
 5

always existed an environmental concern in relation to cleaning products, the

observation of its effects on the ecosystem always existed.

3.1.Phosphates

The sequestering and chelating agents are added for greater cleaning power of

the detergent (El-Gawad 2014), such as phosphates, which remove calcium and

magnesium ions that are present in water and can reduce detergent action.

Phosphates are non-toxic, increases the efficacy of the detergent and with them

the cost of the final product is low. However, phosphates are largely responsible for

problems to the environment (Ashforth and Calvin 1973).

The phosphates act as nutrients to the environment. They favor the excessive

growth of algae, which cause eutrophication of waters, as can be seen in Figure 1. Thus,

with respect to concern about the consequences caused by their indiscriminate use,

brought the first laws restricting the addition of phosphates in detergents in various

regions of the world (Cain 1994; Osorio and Oliveira 2001; Brazil 2005; Warwick et al.

2013).

Figure 1. (A) Addition of phosphate in water causing proliferation of aquatic flora and

consequently increase of aquatic fauna (B) The increase of fauna and flora makes it

difficult the entry of light and oxygen, which leads to the death of these species (C)

Water becomes dirty, smelly and improper for use.

Phosphates are also responsible for the formation of white foam which act as a

barrier to entry of oxygen and light in the water (Figure 2).

Figure 2. (A) Normal condition (B) Impedance of the entrance of light and oxygen by

foams which affect the survival of aquatic species.

The union of the phosphate effects on waters as a nutrient and barrier to light

and oxygen affect fauna and flora aquatic. The death of algae, plants, fish, mollusks and

crustaceans are some examples of this effect. Water also becomes improper for

consumption and future use by animals, plants and man. Many species are affected, as a

cycle.

Another issue about the products with phosphates is the lack of knowledge of

their degradation in the environment, since only isolated study of these substances is not

enough. Degradation studies and simultaneous interaction of various cleaning products

eliminated daily in the environment is a gap that drives the researchers.

This type of alert is not limited to phosphates used in synthetic detergents, but

also to phosphate fertilizer, widely used in farming, which likewise have their final

destinations to waters and watersheds (Warwick et al. 2013).

3.2.Biodegradable
 7

The fact that a product is biodegradable does not make be non-polluting. The

effect of the products entitled biodegradable in the ecosystem is unknown. A

biodegradable product can be degraded by microorganisms, but this does not indicate

that it does not cause damage to the ecosystem (Bailey et al. 1978).

Another point to be emphasized is the limit of biodegradability. Today, a

product that is biodegradation in approximately 24 hours receive the same titration that

another product that is biodegraded in 28 days.

Currently one product with no residue after the biodegradation also receives the

same titration biodegradable that another one which has residue of 10 % after the

biodegradation. Nowadays, there are no differences between products considered

biodegradable in 24 hours without waste or 28 days with up to 10 % of waste.

It behooves us to continuously improve the relationship between the parties

involved, animals, plants, waters and men, with the objective to exist this interaction

with the environment without destroying it for another 100 years.

4. SUSTAINABILITY

As synthetic detergents are already part of the routine of thousands of people

worldwide and its use is already established, ideas emerged to overcome the threat of

these products in environmentally friendly products.

The first action, in the relationship synthetic detergents and sustainability, was to

change the precursor used in the manufacture of these products that originated

surfactants with branched chains, which remained in the water for a long period of time,

since the degradation by biological agent was more difficult. The permanence of these

wastes caused the appearance of foams that spread by water sources and with the winds

could carry contamination and dirt over long distances (Sutili et al. 2009).
 8

Today are made surfactants of linear chain, which facilitate the biodegradation

of the product.

An alternative method is the obtaining of non-ionic surfactant from the oil and

bran of soy, a natural polymer, which when suffers acid hydrolysis produces amino

acids which react with the oil to produce the surfactant. Brazil is a major producer of

soy and, thus, a potential country in helping to decrease the environmental impact

caused by the effects of synthetic detergents.

A possible replacement for phosphates, another impasse on the sustainability of

synthetic detergents, are zeolites, aluminosilicate with high capacity of ion exchange

and high porosity, which soften hard water (Ashforth and Calvin 1973; Cai and

Hakkinen 2005; Warwick et al. 2013).

Today, unfortunately, the majority of detergent products on the market does not

have the presence of zeolites among its components.

It is noteworthy also that alternative methods of cleaning using homemade

products are, often, equally efficient. In this theme, the hot water, vinegar, sodium

bicarbonate, lemon juice, salt, coffee powder, ascorbic acid, tocopherol and seed extract

of grape fruit are examples.

In the year 2015 in Paris, actions were agreed by 195 nations in favor of the

planet, “long live the planet, long live humanity, long live life itself”. The value of the

knowledge of the effects of the use of synthetic detergents to the environment and the

search for sustainable and alternative methods are valid and worthy of pride. This

attitude comes to make us think in a multidimensional way (circular, horizontal, vertical

and lateral). It comes to focus us the whole, the parts and especially the interaction

among the parts of a system (Kogawa et al. 2014).

5. LEGISLATION

5.1.Biodegradable synthetic detergents

In Europe and United States the prohibition of the use of synthetic detergents

with branched chain started in 1965, since the problems caused by these detergents were

related to the structures of their molecules. Products with the alkyl benzene sulfonate

were strictly forbidden.

In Brazil, only in 1977, was presented a decree that banned the manufacture, sale

or import of sanitizing of any kind, containing anionic surfactant, non-biodegradable

(Brazil 1977). In 1985, a law in which industries could only produce non-polluting

detergents arises, and in it also contains a ban on imports of non-biodegradable

detergents (Brazil 1985).

5.2.Phosphates

European Union countries (Germany, Austria, Belgium, Ireland and Italy) have

developed legislation with the support of environmentalists to control the addition of

phosphates in detergents for clothes, in order to reduce water pollution (Cai and

Hakkinen 2005).

In Brazil, the Conselho Nacional do Meio Ambiente (CONAMA), established in

1981, presents in 2005 a resolution that stipulates a reduction by 1.5 % of phosphorus

concentration in powder detergents (Brazil 2005).

5.3.Other components

The laws currently existing include standards for detergents and phosphates,

however they do not provide guidance about the other components of the formula of an

cleaner.
 10

They can be 80 % of the total components, non-biodegradable and toxic. These

include antioxidants, antiseptics, fungicides, chlorine, chlorine amines, organochlorine

and heavy metals such as mercury.

The urgency to legislation to control these other components is important and

required by manufacturers.

5.4.Packaging labels

Regarding the labels on packets of synthetic detergents, they should contain

information in case of accident, warning for not taking advantage of the empty package,

recommendations for conservation, chemical group of the active components of the

formula and their antidotes to use when there is therapeutic measures to be taken in case

of accident and the highlight "KEEP OUT OF REACH OF CHILDREN AND PETS"

(Brazil 1977).

6. PACKAGING

The marketing of products stored in certain packaging has several objectives

such as: facilitate handling, transporting and storing the product, ensure the quality and

effect of it, contain the necessary information about the product, its origin and method

of use, and as a tool to leverage sales of the product, that is, the packaging is also used

in the marketing strategies of its producer.

In the case of synthetic detergents, with the passing the years and with the

changing needs of consumers, the packaging of detergents were modified. The more

elaborate packaging suggest a better quality product, that is, the client associates more

durable packaging and visually attractive with a more effective product.

In addition to the relationship packing-effectiveness of the product, the

packaging also suffer changes in their capacity to adapt to the social profile of your
 11

consumer. In Brazilian regions where there is a higher share of low-income population,

the most marketed detergent containers are the ones with least capacity, while the

regions with the highest income, the greater capacity of packaging lead sales.

6.1.Packaging and the environment

Another criterion commonly used by consumers when choosing their products

are the environmental damage that their packaging may cause, being the less harmful

preferred (Rokka and uusitalo 2008). The packaging of detergents also changed with

increasing environmental consciousness of the population, being produced with

materials that allow greater reuse, reducing its impact on the environment, since the

packages are produced and discarded on large scale.

In addition to environmental issues, the commercialization of illegal or pirated

sanitizers has been highlighted by the increase in their consumption and risk. The black

market exists because of lack of knowledge and producer's money to regularize its

establishment and the existing demand of consumers who choose to purchase illegal

products due to their attractive prices. Liquid detergents are among them, their

commercialization is performed, in most cases, in PET bottles reused without

identifying the origin, content and mode of use.

7. MARKETING STRATEGIES

The marketing has emerged as a proposal to understand consumer needs and

desires. For years, this form of interaction with the target audience has become

indispensable for a product be able to enter profitably in market, and with the synthetic

detergent is no different (Martins et al. 2011).

Firstly we must understand to whom they are directed to comprehend the

strategies used for this type of product. The main target of detergents are women,
 12

housewives, because it is a product used in household cleaning. Other information is

that the women, at the time of purchase, are interested in lower prices and higher

quality. Thus, companies increasingly need to work on more refined strategies to

achieve them (Sebastião 2008).

The first approaches used were based on television advertisements showing the

left side of the screen a T-shirt with a stain that an unknown brand of detergent could

not take, and the right side of the same shirt and stain, but this time fully cleaned by

detergent focus of advertising (Schmitt 2002).

This format has been used for many years, however, it began to be replaced by

other strategies. And this is due to two main reasons:

The first is the increasing appearance of new brands on the market with high

competitive power and the appearance of new administration technologies, changes in

the quality control and consumer demands (Martins et al. 2011).

In order to overcome these market requirements a strategy used by the leading

brand at the time, which changed the focus of advertising, using as theories inspiration

of experiential marketing, which differs from traditional marketing to focus on

consumer experiences, generating sensory, emotional values, cognitive and

identification (Schmitt 2002; Lima 2009).

This new vision uses cool and calm colors bringing to the consumer the promise

to fresh and clean into their homes. This approach allowed the product to bind to its

customers affectively taking the relationship beyond the product and its gross

characteristics, establishing a level of fidelity that other brands have not been able to

awaken (Schmitt 2002).

The second reason for this change in strategy was the changing role of women in

society. With the increasing integration of women in the market, since the 60s, the
 13

family structure has changed, and the relationships between parents and children and the

own concept of "housewives", mainly by changing the patriarchal system to a system

equal within the homes, where all have equal voice. These kinds of changes made the

leading brand reevaluate the way how communicate with your consumers, leaving aside

the "washes whiter" to enhance the mother-child relationship (Limeira 2006).

The theme used in the advertising, as well as other strategy presented, aims to

make relations with consumers that go beyond price and quality, creating an intimate

and sincere relationship, leaving behind potential competitors.

Therefore, the marketing used by detergent companies evolved a lot over the

years and showed maturity to deal with changes in theories and strategies for promotion

and even with the constant social reform that its consumer lived, accompanying them

intelligently to be able to capture their changing needs and desires, and so assemble the

best way to connect to them.

8. ACKNOWLEDGMENTS

The authorsacknowledge CNPq (Brasília, Brazil), FAPESP (São Paulo, Brasil),

CAPES (São Paulo, Brasil) and PADC/FCF/UNESP (Araraquara, Brazil).

9. DECLARATION OF INTEREST

The authors report no declarations of interest.

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