Joy (dishwashing liquid)

Joy dishwashing liquid is a major brand of dish-cleaning detergent product made by U.S.-based personal and cleaning products manufacturer and marketer Procter & Gamble.

Dishwashing Liquid
Product typeDishwashing
OwnerProcter & Gamble
CountryUnited States
Introduced1949 (1949)

First introduced to the U.S. in 1949,[1] Joy was an early example of a product being reformulated to include the fragrance of lemons and helped begin the overall trend toward citrus-scented cleaning products. Joy is designed for use in the hand washing of dishes, not automatic dishwashers, and as such also contains emollients designed to protect the user's hands from drying out.

Joy is currently available in several fragrances and varieties, including an antibacterial formula, and is available in both "non-ultra" and "ultra" (concentrated) strengths.

The product was an early and long-term sponsor of several "soap operas", including the long-running pioneering soap Search for Tomorrow. There are several kinescopes existing of 1950s' "soap operas" containing these commercials, usually with the famous slogan, "From grease to shine in half the time".

The Joy brand was introduced into Japan during the 1990s, where it became market leader for a period of time.

See also


  1. Dyer, Davis; Dalzell, Frederick; Olegario, Rowena (2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble. Harvard Business Press. ISBN 1-59139-147-4. Retrieved May 29, 2011.

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