Well, theoretically this is an odd time to launch a new liquid cleaner. I mean before the holidays. Then again, family feasts and gatherings imply a lot of grease and sticky things on plates and cooking utensils so maybe it is the right time after all to launch one such product. Interestingly, the two heaviest players - Fairy and Pril - are both at it. With Pril going for the huge ad on Dora and Fairy going for every other billboard in town, both with the same promise. Considering brand loyalty is now a non-issue my vote is that women will go to the most cost-effective at the supermarket. Lebanon has changed, the consumer has changed.