Some market analysts believe if Clorox can change its public perception to “green friendly,” than other companies with similar eco-challenged image problems will soon follow suit.
Recently, Oakland-based company Clorox released a new line of cleaning products called Green Works, which includes all-purpose cleaner, glass cleaner, toilet bowl cleaner, dilutable cleaner and bathroom cleaner. These products, according to Green Works, are, “at least 99 percent natural” and made from coconuts and lemon oil, formulated to be biodegradable and non-allergenic, packaged in recyclable bottles and not tested on animals.
But can a company whose name alone produces a toxic cloud make it in the green market? Well, first Clorox would like to set the record straight about it’s most well known product – bleach. Clorox considers bleach an ecologically safe product, essentially made of salt and water when it’s all said and done. “The bleach cycle — from production to use to environmental fate — is simple and sustainable.” the website states.
Interestingly, Clorox has a fairly unstained reputation environmentally. Though not considered a major player in the eco-playing field, it is still a company whose green strides are noteworthy. They have several programs in place that address waste and emissions, package reduction and in addition, tout a steady compliance record. And while Clorox bleach is their most commonly known product, their brands include S.O.S, Kingsford charcoal, Brita water filters, Hidden Valley salad dressing and most recently, Burt’s Bee’s personal care products.
The Green Works line has an interesting history as well as marketing perspective. A small group within Clorox conducted their own research and found that an ever-increasing market was ready for eco-friendly cleaners but weren’t necessarily “sold” on the existing brands in the market, either due to lack of name recognition or more important, effectiveness in cleaning. The additional perk from a selling perspective is the trust most people have with Clorox due to its history, longevity and dependability.
With widespread distribution in the works at places like Wal-Mart and affordable prices only slightly higher than the average cleaner, Green Works seems poised to be a winner.
Moral of the story? Even an “old school” company with an obvious eco-unfriendly stigma can change its appearance with some key marketing moves and forward-thinking green changes. Clorox can remove a stain in more ways than one, apparently.
Tags: Clorox cleaning products
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October 8th, 2008 at 2:10 pm
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