Seventh Generation cleverly uses online social media to allow its consumers to see the “true colours” of both their own, and their competitors’ products. Its most recent venture, the eco-friendly detergent lacking in optical brighteners, was firstly marketed by mom bloggers whom used a dark light to compare two shirts one of which was washed with Seventh Generation’s product, and one which was washed with that of a leading competitor’s (with optical brightener). Seventh Generation also provides their own demonstration, it begins at 1:03 in the video.

As you can see, the black light doesn’t lie. It reminds me of CSI investigators using black lights to reveal blood trails that are left behind. In fact, Seventh Generation has been listed as a suitable brand for cleaning military uniforms so that they cannot be easily sought out in combat.

However, through all this strategic marketing, Seventh Generation has still generated less than 1% of the detergent market, while Tide holds an astounding 45%. Perhaps consumers believe that if their shirts shine under the dark lights, then it must shine under bright lights as well? In our fast-paced economy, encounters are brief, and first impressions are everything. Though it might not be the case in the military, having a bright shirt that stands out is often thought of as a good idea for an interview, a first date, or even just a stroll through the mall or the neighbourhood.

I thus counter their campaign of “she should glow, not her clothes” with

“when you look good, you feel good.”

Thus if our clothes don’t glow, then we don’t look good, which means…