LEGENDARY Bolton-based laundry brand Dr. Beckmann changed its name and its iconic brand colour to celebrate International Women’s Day.

The brand – based at its famous site in Astley Bridge for the last 100 years - beloved by domestic gods and goddesses everywhere, has rebranded to Dr. Beckwoman, for the third year running, to commemorate the day on Tuesday March 8 – with a limited-edition purple run of the UK’s number one washing machine cleaner, Service-it Deep Clean.

Dr Beckmann spokesperson, Susan Fermor, said: “While 45 per cent of women, polled via the Dr Beckmann database, say men do more around the house than ever before, it is still quite startling that, in 2022, 58 per cent of women say they are still solely responsible for doing the housework.

“It is really important that, as the theme of this year’s International Women’s Day is #BreakTheBias, we do all we can to recognise everything that women do and work towards a fairer society for all, regardless of their gender. That’s why we’ve chosen Service-it Deep Clean Washing Machine Cleaner as the product to adapt – because our attitude to gender equality needs a deep clean too.”

The brand has revealed that the winner of Dr Beckwoman of the Year for 2022, as voted for by Dr Beckmann customers, is Her Majesty the Queen.

Her Majesty was chosen to win the Dr Beckwoman of the Year 2022 award, as she celebrates her platinum jubilee this year – a momentous 70 years on the throne.

Susan added: “We’re sending love and respect to the incredible women around the country on this special day by rebranding as Dr. Beckwoman in their honour."