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A Swedish company has taken an innovative approach to laundry detergent. Packaged in a pill-like blister pack Caress soap tabs are much hipper than a box of powder. Individual load-sized pellets are boxed in a slick black box with a rainbow of stripes on the back.

"Caress' brave new detergent is aimed towards people who love their clothes and care for the environment," according to LA+B, the brains behind the concept. "Caress instead of distress," could be its tag line.

The soap is based on an organic enzyme and contains no bleach, making it both earth- and clothing- friendly.