Bringing that “just washed” freshness with steam to more people

The Truth About Laundry Report* from Electrolux Group highlights that many consumers unnecessarily wash clothes just to get their garments feeling fresh. Innovative steam functions not only provide that “just washed” freshness but also help consumers to save water and energy while making their clothes last longer. Here’s how we’re modernizing care habits through steam.  

Washing machines equipped with steam functions allow consumers to freshen up clothes when they do not need a full wash. Functions such as SteamCare and ProSteam use over 96% less water** and 30% less energy compared to a complete washing cycle. 

“The gentle SteamCare program enables consumers to quickly refresh one or two garments at a time, such as a blouse or shirt,” explains Calina Gavril, Care Experience Marketing Director for Electrolux Group. “In 25 minutes, gentle steam removes creases, odors and restores that newly washed feeling to even delicate garments.” 

Additionally, SteamCare washing machines can give a gentle whoosh of steam at the end of a wash to help remove wrinkles by around a third.  

The Hygienic Care program uses the power of steam to remove up to 99.9% of allergens and germs. 

Steam contributes to reduced environmental impact 

By avoiding unnecessary washing and ironing, steam functions contribute to reduced environmental impact and make clothes last longer. Electrolux Group is one of only a small group of manufacturers that offer dedicated steam programs. 

“Our consumer research consistently shows that steam is one of the most appreciated consumer functions, and that it continues to have high consumer appeal,” says Isabell Foyer, European Category Manager, Washing Machines.  “Changing laundry behavior takes time, but we are seeing more consumers changing their laundry behavior to reduce their environmental impact and costs — particularly in light of higher energy prices.” 

Making efficient steam technology available to more people 

All new Electrolux and AEG ranges in Europe from Series 7 and above are equipped with a steam program. In APAC & MEA, select washing machine ranges are now equipped with steam programs to sanitize or refresh clothes, and machines in North America and Latin America are equipped with steam programs to remove dirt and tough stains from fibers. 

“Adding steam functions to new models in new regions, including at a lower price point, makes the technology available to more people,” explains Gavril.  “If we can encourage more people to refresh their clothes with steam instead of using washing cycles, we can all have a huge impact by using less water and energy in millions of homes around the world while making clothes last longer.” 

More benefits of steam 

Adding steam to a washing machine cycle removes bacteria and allergens, which is good news for people who are allergic to pet hair, dust mite or pollen for example. 

Ideal fabrics for steaming? 

Wool, wool blends, synthetic wool-like fabrics, cashmere, silk, silk blends and other delicates. 

*The Truth About Laundry Report from Electrolux Group

** Dedicated steam programs use two liters of water, which is 96% less water than a complete (delicate) washing cycle