Dawn Platinum gives you a squeaky clean that you can see and feel. Dawn Platinum's improved formula easily removes 99% of grease and food residue. Dawn is tough on grease, but gentle. For more than 40 years, Dawn has helped save wildlife both at the sink, with products designed to get dishes cleaner faster, using less water , and at the shore, where we work with wildlife rescue experts to protect and care for aquatic wildlife ( vs. running the tap with Dawn Non-Concentrated).