BOSCH airs Britain’s dirty laundry

To mark the launch of its new revolutionary product, FreshUp, Bosch is today revealing the nation’s bad habits that really cause a stink. From love life to laundry, the research uncovers the dirty truth behind the smells that drive us mad.

New research uncovers the truth behind Brits’ laundry habits:

  • 44 per cent of Brits regularly dig clothes out of our laundry basket to wear
  • One in five (20 per cent) Brits have cancelled after-work socials because their clothes smelt bad
  • 32 per cent of Brits are put off buying vintage clothes because of the musty smell

Those looking for love should be whiff aware on their first date as what we smell like can massively hinder whether we’re lucky in love. However, it’s not only bad smells that turn us off with more than a third of Brits (34 per cent) turning down a second date due to overpowering perfume or cologne.

The top five smells that put Brits off going on a second date are:

1.   Body odour (81 per cent)

2.   Vomit (81 per cent)

3.   Cigarette smoke (64 per cent)

4.   Fish (53 per cent)

5.  Wet dog (51 per cent)

Lizzie Ostrom, Scent Expert, commented:

“Our sense of smell is hugely important and we underestimate it at our peril.  It’s said we judge someone on their appearance within seconds of meeting them, well with smell, it’s not just faster. It’s instant!

The smell sense bypasses the reasoning parts of our brains so our emotional response to an odour is made before we’ve even registered what we’ve smelt. So, if a date arrives smelling like an ex, or something you just don’t like, then you’ve already checked out… and no amount of charm will win you over. It’s a cruel world.”

With lockdown restrictions easing and social lives starting up again, the FreshUp will be a lifeline for the one in five Brits (20 per cent) – going up to nearly one in two (46 per cent) Londoners – who have cancelled on a social event because they’ve felt their clothes smelt bad. This number is no surprise considering close to half (44 per cent) of us regularly dig clothes out of our laundry basket because we’ve yet to do the washing.

Stereotypes still ring true when it comes to dirty laundry with men twice as likely as women to wear a shirt five or more times before washing it (66 per cent vs 34 per cent).

One in five (22 per cent) leave clothes in laundry limbo by throwing them over the back of a chair after wearing them once. Londoners are the biggest culprits when it comes to the ‘chair-drobe’ with almost half (45 per cent) admitting to having one.

With a third (32 per cent) of Brits put off buying vintage clothes because of their musty smell and 29 per cent admitting to buying new clothes because what they wanted was in the wash, the Bosch FreshUp is set to bring about a sustainable clothing revolution.

On the other end of the chair-drobe spectrum, 39 per cent of the nation wash their entire suitcase’s contents when returning from holiday, whether or not they need it. Even when Brits haven’t just arrived home from a holiday, close to a third (30 per cent) throw things in the wash after wearing them once, even if they’re not dirty or stained.

With one in three (33 per cent) Brits thinking that dry cleaning isn’t environmentally friendly and 68 per cent of us wishing there were a more environmentally friendly method, it’s no wonder that 43 per cent of shoppers are put off from buying dry-clean only items.

The Bosch FreshUp is a handheld electric device that dissolves odours from fabrics, refreshing them instantly without the need for washing or dry-cleaning. Using world-leading Bosch Plasma Technology, the FreshUp breaks down the bonds between odour molecules, refreshing clothes unlike sprays which merely mask smells.

FreshUp is the first effective, portable device against unpleasant odours on fabrics, without added chemicals. Slip it in your backpack or handbag to dissolve odour molecules anytime, anywhere.

As small as a sunglasses case, slip FreshUp into your bag or backpack and effectively remove unpleasant smells from dry garments on the go. Gentle on fabrics, it uses no chemicals, detergents or water.

By constantly measuring a fabric’s resistance and adjusting the amount of active plasma accordingly, FreshUp effectively targets and instantly dissolves simple odour molecules. Silk, wool, cotton, lace: no matter the type of fabric, FreshUp detects any moisture and signals to dry the item before treating.

Known as the fourth state of matter, plasma is found throughout our universe, for example in stars, the sun, and lightening bolts. Plasma can also be generated artificially. For FreshUp, plasma is generated through ionisation (breaking up ions), which produces charged particles. These charged particles form the plasma and dissolve the connections of simple odour molecules. Low concentrations of UV light and ozone occur as a natural byproduct. However, the small amounts of UV light and ozone are harmless to humans. Innovative Bosch Plasma Technology does not use UV light or ozone, but the power of charged plasma particles to dissolve odour molecules on clothes and textiles.

Bosch FreshUp comes with everything you need to refresh your favourite clothes whenever, wherever. In addition to the device, you get an elegant sleeve to protect your FreshUp from scratches, a charger adapter and a micro USB cable to charge your FreshUp on-the-go or at home. A quick start guide provides important tips and tricks on using the device. Watch the unboxing video to see for yourself.

We tried FreshUp for a week and we have to admit that we were more than impressed. The device is so easy to use that makes refreshing your clothes really simple. Just by pressing the device towards the garment, the odour and any smells automatically disappears, just like that. And this is what we call magic! It will save you from many laundries and will definitely make your life easier!

Brand ambassador, Georgia Toffolo, added:

I’ve been using the Bosch FreshUp for a little while now and can honestly say that its changed everything! I can be really messy and have that one chair in my room that I throw clothes over after wearing them once. Its always a dilemma as they aren’t fresh enough for the closet but not dirty enough for the wash. Now, I just give it a quick run over with my FreshUp and theyre good as new.

I’m planning on being abroad as much as possible this summer and it’s definitely going to be one of my most essential items. I’m looking forward to waving goodbye to using hotel laundry services everyday or even worse, having to wash my summer clothes in hotel room sinks!”

With over a century of innovation behind them, Bosch are the engineers who aim to make everyday life easier. The FreshUp is developed and made with the high quality and reliability that Bosch is known for. With this newest invention, Bosch is defining a whole new category in the household sector.

Treat a garment in just three easy steps:

1. Press the on/off button for one second to turn on FreshUp. It’s ready to use when it lights up white.

2. Gently press onto the garment to activate Bosch Plasma Technology. Ensure the activation bar (on the underside) is pressed in and in full contact with the fabric. As soon as the plasma is active, FreshUp lights up purple.

3. Keep pressing and wipe across the fabric moving side to side. Avoid staying in one place. Odours are removed wherever a garment is in direct contact with the plasma treatment area.

A slight plasma smell during or just after treating is totally normal. It fades on its own after just a few minutes.

Pro tip: You can treat garments you’re wearing or lie an item on a soft flat surface, such as a bed.

The Bosch Group is a leading global supplier of technology and services. The company’s operations are divided into four business sectors: Mobility Solutions, Industrial Technology, Consumer Goods, and Energy and Building Technology. The Bosch Group comprises Robert Bosch GmbH and its roughly 440 subsidiary and regional companies in some 60 countries. Including its sales and service partners, Bosch is represented in roughly 150 countries. This worldwide development, manufacturing, and sales network is the foundation for further growth. The Bosch Group’s strategic objective is to create solutions for a connected life. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for Life”.

The company was set up in Stuttgart in 1886 by Robert Bosch (1861-1942) as “Workshop for Precision Mechanics and Electrical Engineering.” The special ownership structure of Robert Bosch GmbH guarantees the entrepreneurial freedom of the Bosch Group, making it possible for the company to plan over the long term and to undertake significant up-front investments in the safeguarding of its future. Ninety-two per cent of the share capital of Robert Bosch GmbH is held by Robert Bosch Stiftung GmbH, a charitable foundation. The majority of voting rights are held by Robert Bosch Industrietreuhand KG, an industrial trust. The entrepreneurial ownership functions are carried out by the trust. The remaining shares are held by the Bosch family and by Robert Bosch GmbH

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