CHEER
BEFORE BLEACH,
THERE WAS CHEER.
Cheer was introduced in 1950 by Procter & Gamble as one of its early powder synthetic detergents. It was one of the first major laundry detergents to include distinctive blue granules, the feature that later earned it the nickname “Blue Cheer.” It was made to whiten clothes and protect fabric color rather than just clean clothing during a period when most laundry detergents were primarily designed to remove stains. It was widely advertised to, "wash clothes so clean, so white you don't need bluing or bleach.”
KEEPING COLORS BRIGHT
Cheer focused on preserving fabrics and helping colors stay vibrant wash after wash. At a time when repeated laundering could cause fading and wear, Cheer marketed itself as a detergent that not only cleaned clothing, but also helped protect the appearance and life of garments. Its emphasis on color care and fabric preservation helped distinguish it from many detergents focused primarily on stain removal and whitening.
