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Encyclopedia > Cheer (detergent)

Cheer is the name of a laundry detergent on the market in the United States and Canada. It is manufactured by Procter & Gamble. This article or section does not adequately cite its references or sources. ... Procter & Gamble Co. ...


It was introduced sometime around 1951, and after a slight reformulation in 1952, was a highly successful follow up to P&G's Tide product from 1948-49. [1] Tide logo A display of Tide laundry detergent at a Supermarket Tide is the name of a popular laundry detergent on the market in the United States and Canada. ...


Cheer is recognized for its distinctive blue granules. The 1952 formula ("Blue-Magic Whitener") was designed to clean as well as perform bluing, which makes white clothing look whiter (this was traditionally a separate process). One magazine ad proclaimed, "...washes clothes so clean, so white, you don't need bluing or bleach!" Bluing, laundry blue, or washing blue is a household product used to improve the appearance of fabrics, especially white fabrics. ...


In the 1960's the brand was repositioned as "All-Tempa-Cheer"; as it was formulated to clean clothes effectively in all water temperatures.


The brand is currently known as Cheer Colorguard.


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