Clorox brain study reveals that cleaning beats karak

Source: Clorox Arabia landing page. People feel better cleaning than playing video games.

A surprising new contender to drive happiness is emerging: cleaning. Following the global success of its Clean Feels Good platform, Clorox has brought its narrative to the Middle East with the Good vs Good experiment* to explore the emotional impact of cleaning compared to popular feel-good rituals.

To test just how rewarding cleaning can be, Clorox conducted a study in the Middle East using electroencephalogram (EEG) technology. In Clorox's new Good vs Good experiment in the UAE, participants, including radio presenter and entrepreneur Kris Fade, KSA influencer Joud Aziz and others were fitted with EEG headsets to monitor brain activity in real time as they completed two types of tasks: one cleaning-related, and a personal "feel good" ritual such as playing video games, drinking karak**, or watching content online.

The neuroscience-backed results were surprising: on average, participants experienced a 20% higher Feel Good Index score during cleaning than during their chosen feel-good ritual. For instance, one participant saw a 54% mood boost when mopping versus eating ice cream, while another recorded a 31% higher Feel Good Index while cleaning than when watching their favourite videos.

According to Dr David Melcher, a professor of psychology who oversaw the experiment, "These sensors measure brain waves and give us a glimpse into what the brain is doing. By measuring these differences, we created our Feel Good Index which provides a read on positive emotions."

He added: "What we saw consistently is that cleaning triggered measurable boosts in the brain likely due to the sense of accomplishment, control, and clarity that comes from a tidy space."

To support the findings, Clorox conducted a survey across the UAE and Saudi Arabia in partnership with independent research consultancy Censuswide. The survey revealed that 98% of respondents say cleaning improves their mood. Nearly all (96%) reported feeling better after cleaning or even just walking into a freshly-cleaned space. Nearly half (46%) said they always clean to feel better, more than double the US average of 21%. Of those who do the cleaning themselves, 99% consider it a form of emotional support or stress relief.

Participants described the emotional payoff of a clean space with words like 'joyful', 'refreshed', and 'calm'. Seventy-four percent said a clean home made them feel joyful, 68% felt refreshed, 62% felt calm, and others reported feeling energised, proud, and more in control of their environment. These emotional associations are especially relevant in a time when burnout, screen fatigue, and stress are common experiences across the region, Clorox said.

"We're not saying give up your karak or your candles," said George Rechdan, MENA Marketing Director at The Clorox Company.

"But don't underestimate how good a clean home can feel. The results of this experiment show that cleaning with Clorox offers a surprisingly powerful emotional payoff, sometimes even more than our go-to indulgences."

Explore

Watch the videos on the Good vs Good experiment at https://www.youtube.com/playlist?list=PL_wlxQV_Qgbi3-91CCXQlmERTJ9RK1Q_o

*The research was conducted by Censuswide with 2,001 general consumers (aged 16+) in UAE and KSA between July 2025- August 2025.

**Karak is a spiced milk tea popular in the GCC region.

Self-cleaning robot vacuum maintains itself

Source: Roborock. The S8 Pro Ultra.

Roborock, which specialises in the research, development, and production of robotic cleaners and other cleaning appliances, has launched the Roborock S8 Series. The series features Roborock's strongest suction ever, at 6,000 Pa, while a newly introduced dual rubber roller brush improves dirt pickup.

The top of the line S8 Pro Ultra is designed for hands-free cleaning. It features the brand’s all-new RockDock Ultra system, which takes care of maintenance.

Self-Refilling refills the robot water tank during cleanup for a maximum mopping range of over 300 sq m. The system automatically washes the mop after use, while Self-Cleaning cleans the bottom of the dock. A Self-Drying feature dries the washed mop and the bottom of the dock with warm air, preventing mould growth and unpleasant odours. Self-Emptying automatically empties dust and dirt after each cleanup, allowing for up to 7 weeks without the need to change a dust bag. The dual brushes clean themselves as well.

The brush on the S8 Pro Ultra is automatically lifted up to 6 mm in the mop-only mode and when the robot vacuum returns to the dock, preventing cross-contamination in both instances. This liftable brush also allows users to mop up spills without damaging the robot vacuum.

The mop automatically lifts when cleaning on carpets with the VibraRise 2.0 Mopping System, and scrubs floors with sonic mopping technology at a frequency of 3,000 times per minute. The S8 Pro Ultra sports two vibration modules compared to the original mopping system for better efficiency.

Details

The Roborock S8 Pro Ultra is available in Singapore at S$1769.90 via the brand’s official store on Shopee and Lazada. There are two other models, the Roborock S8+ and the Roborock S8.

Philips SpeedPro Max cordless vacuum cleans in every direction

Source: Philips. The new SpeedPro Max vacuum. 

The new Philips SpeedPro Max sports a 360^o suction nozzle that is engineered to capture more dust and dirt faster. According to Philips it delivers the fastest* cordless cleaning experience with every stroke, even backwards. Current vacuum cleaning technology cleans solely with forward movements.

The 360^o nozzle ensures exceptional cleaning performance in every direction, even along walls and furniture. The PowerBlade Digital motor handles airflow of more than 1,000 l/min at the nozzle, enabling 360^o suction. A 25.2V lithium ion battery serves up to 65 minutes of cordless cleaning power for a range of surfaces.

There are three speed settings to tackle different types of dirt, ranging from fine dust, fluff and hair to bigger particles like crumbs. A three-stage advanced hygiene filtration captures up to 99% of fine dust, bacteria and allergens**.

Further enabling the cleaning power of the nozzle is PowerCyclone 8 – the cyclone technology from Philips bagless vacuum cleaners – which ensures efficient dust and air separation in three steps. The LED nozzle further reveals dust in hard-to-reach spots.

Integrated accessories include a mini turbo brush and an integrated brush head.

Details:

Philips SpeedPro Max is available in two models, the Philips SpeedPro Max FC6823/61, recommended retail price (RRP) S$699 and the Philips SpeedPro Max FC6813/61, RRP S$549. They are available at Philips and leading electronics stores, major department stores and selected authorised dealers.

1 Tested against top 10 selling cordless stick vacuums > €300 in Germany 2017, using Philips developed coarse dirt hard floor cleaning test based on international standard IEC60312-1. January 2018.

 2 >2.5 μm particle size; tests have been performed according to IEC 60312/ EN60312.