THE invention of

Hello everyone.

Today I want to share with you a story of innovation and passion, a story that has changed the automotive detailing landscape.

Labocosmetica was the first to introduce the concept of the 3pH wash cycle, completely revolutionizing the way we think about car care and maintenance.

And while we see many competitors claiming our innovation, it is essential to clarify who paved the way and how we transformed the industry. Especially after the success of Pan Organizer’s video on the 3ph wash

Historical Context:

Before Labocosmetica introduced the concept of pH in detail, the industry was dominated by two types of shampoos: neutral and “cytrus.” This term, “cytrus,” evoked the power of cleaning grease and dirt, seen as a child on TV in commercials for dishwashing detergents, leading many industry professionals to believe that they were neutral products or not posing the problem at all. However, the reality was quite different: “cytrus” shampoos are actually mostly alkaline products in the detailing world, while they are neutral in the household sector, such as dishwashing shampoos. This perception was rooted more in cultural perception than in product chemistry.

"Cytrus" products VS 3pH cycle #Labocosmetics:

What do dish detergents and car detailing have in common?
Advertising for lemon dish soap has had a significant impact in creating a widespread perception of the effectiveness of lemon as a detergent. This belief has gone beyond the confines of the kitchen, also influencing the car detailing sector. Both industries share the idea that natural ingredients such as lemon can offer effective and safe cleaning, leading to the formulation of products that take advantage of these properties to remove dirt and impurities efficiently.

Lemon dishwashing detergents have been promoted for decades as powerful degreasers, mentally associating lemon with effective cleaning. This led to a positive perception of lemon as a cleaning ingredient, even though chemically it was not always responsible for the product's effectiveness.
Perception of Cleanliness
This perception influenced car detailing, where professionals adopted ingredients associated with products that were effective and familiar to consumers. The use of citrus extracts in car products had a commercial rationale, exploiting the public's trust in these ingredients.
Transfer in Car Detailing

This analogy between lemon dishwashing detergents and "cytrus" shampoos in car detailing has created a common expectation that has facilitated acceptance of the products without considering in any way the pH of the product used.

Marco Mattioli CEO Labocosmetica
Both types of products take advantage of the perceived ability of lemon to break down grease and dirt, although in the case of the "cytrus" car shampoos, the pH value was not a factor considered.
Degreasing Function
The successful marketing of lemon dishwashing detergents paved the way for the introduction and acceptance of "cytrus" shampoos in detailing. The public's familiarity with and trust in lemon products made their adoption in the automotive industry a natural, even though their actual chemistry was different: ... it was all alkaline with a "cytrus" suit reassuring term to distinguish it from a neutral shampoo ... but there was nothing acidic about them at all.
Marketing and Perception

The Combined 3pH Wash Cycle is born:

2016

Born Purifica

2016

Born Primus

2016

Born Revitax

In 2016, Labocosmetica launched Purifica, the first acid shampoo specifically designed for detailing, with the goal of rejuvenating coatings. This revolution was born out of the observation that many detailers noticed the “premature death” of paint treatments: instead of lasting for years, they lost their edging and laminating characteristics after the first winter, forcing professionals to reapply sealers that, in turn, failed after a few months. Everyone focused on the quality of the coatings and sealants, without thoroughly investigating the real cause.

Thanks to our research and more than 55 years of experience, we discovered that the cause was a thin mineral layer settling on the protection, compromising its effectiveness. Purifica, with its acidic formula, succeeds in removing this mineral contamination, restoring the coatings’ original properties in a simple maintenance washing process.

Cultural and Educational Challenges

Introducing Purify to the market was not easy. Our first challenge was to educate professionals and the public about the use of acid, neutral, and alkaline shampoos and their specific characteristics. Many feared that acidic shampoo could damage car surfaces. However, thanks to VDA certification, which we were the first to obtain for a detailing product, we were able to prove that Purify is safe to use, even undiluted.

Another challenge was to make it clear that Purifica, originally designed for rejuvenating coatings, could also be used as a mineral decontaminant without the use of hydrophilic surfactants, which tend to form a film on the surface without really ridding it of contamination. This allows detailers to truly assess the effectiveness of applied protections and identify wear.

Many mistakenly believed that Purifica contained waxes to achieve the “water-opening” effect, but in fact the product frees the surface from any mineral contamination, showing its true state. To date, Purifica is the only product that can do this in the detailing industry.

3pH Trademark Registration and Defense

Recognizing the innovation of the 3pH cycle and the need to protect it, we registered the 3pH trademark in 2020 and enjoyed global success, especially in markets such as Korea, which are subject to tropical climates. This allowed us to protect the innovation and to remember again that Labocosmetica was the first to introduce it in the world of detailing.

This has also allowed us to reaffirm our position as innovators in the industry and to be able to claim it years later as in these days when the 3pH cycle is also becoming popular in the States with non-Labocosmetica products… But thanks to Labocosmetica.

Not surprisingly, Purifica’s first competitors appeared only in 2021, mainly from Korean companies operating in tropical climatic environments. To date, many competitors claim to have their own 3pH cycle, but none can legitimately name their products with this brand name. They can certainly develop products with different pHs, but they cannot call it the 3pH cycle. This is a key point that we want to emphasize and defend.

Philosophy and Vision of Labocosmetica:

Our innovation doesn’t stop there. Labocosmetica continues to look ahead, overcoming cultural and technological barriers in the detailing sector. With the same pioneering spirit that led us to develop Purifica, we created Glico, the first acid pH fabric cleaner, and Preludio, a preak for rinseless/waterless washing. These products are an example of our constant research to anticipate market needs and offer innovative solutions.

the first acid-based fabric cleaner. Glico was patented after learning from Purifica’s experience. Initially, Purifica was underestimated as an acid shampoo, but over time it was copied and claimed by others. Despite these challenges, we persevered, proving that our vision was correct and that innovation can truly be a game changer.

Energo: The most powerful remover of water and mineral stains in the world.

Perfecta: The world’s first acid quick detailer.

Acid and Alkaline Prelude for the rinseless or waterless washing system.

Preludio was born with the same philosophy, applied to the world of rinseless/waterless washing. Although not fully understood initially, we know that tomorrow it will be imitated. Our ability to think outside the box and break with convention allows us to develop products that not only meet current needs, but often anticipate future ones.

At Labocosmetica, we don’t just follow the market; we drive it. We continue to innovate without copying what surrounds us, based on our experience and carefully observing the needs of the world of detailing. Rarely do we limit ourselves to improving what is already on the market. If today we talk naturally about acid and alkaline shampoos, it is thanks to the commitment and vision of Labocosmetica over the last seven years. Our pioneering work has not only revolutionized the industry, but also paved the way for competitors, collectively helping us evolve the detailing market.

Now history repeats itself as in a film already seen with the introduction of acid and alkaline products in the waterless and rinseless sector, but this time we are no longer alone. We have two guardian angels who will watch over us, who are Pan and Eddie.

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