Legendary laundry brand Dr. Beckmann changed its name and its iconic brand colour to celebrate International Women’s Day.

Dr. Beckmann, beloved by domestic gods and goddesses everywhere, rebranded to Dr. Beckwoman, for the second year running, to commemorate the day – with a limited-edition purple run of the UK’s number one washing machine cleaner, Service-it Deep Clean. The brand revealed that the winner of Dr. Beckwoman of the Year for 2021, and cleaning champion of the year, is the inspirational cleaning guru, loved by the nation, Mrs. Hinch.

Mrs. Hinch, aka Sophie Hinchliffe, retains the award for the second year running after being named as one of the Dr. Beckwomen of the Year in 2020. The bold change from Dr. Beckmann to Dr. Beckwoman acknowledged the special day and paid tribute to gender equality worldwide.

Susan Fermor, Dr Beckmann spokesperson, said: “We sent love and respect to the incredible women around the country on what was a special day by rebranding as Dr. Beckwoman in their honour.

“We’re delighted that our fans and customers have also named Mrs. Hinch as cleaning champion and Dr. Beckwoman of the Year for 2021. Her award is thoroughly deserved as she’s inspired so many women (and men) across the UK throughout lockdown to take joy in keeping our homes as clean and fresh as possible.

It’s the second year running that she’s been nominated – this time she wins the title on her own, after sharing it last year with Stacey Solomon and Vicky Pattison.” Dr. Beckmann has also partnered with Women’s Aid - a nationwide charity established to end domestic violence against women and children and agreed to make a donation, as part of its International Women’s Day campaign, to help the charity’s hugely important work.

On partnering on the campaign, Women’s Aid Fundraising Manager, Faye Connelly, said: “We’re delighted to partner with Dr. Beckmann on this year’s IWD campaign. The success of our work very much depends on funds generously donated by companies and individuals across the UK – so to get this donation from Dr. Beckmann is a real boost.

“International Women’s Day was the perfect platform to remind everyone that violence against women is still a huge issue – and has been especially so during lockdown. We’ve lots of work still to do.”

This year, International Women’s Day’s mantra was ‘#ChoosetoChallenge’. It challenges everyone to call out gender bias and inequality.