Recently, I was having a discussion with a colleague on “green” products. The conversation turned to Clorox’s newest green product, Green Works. We both thought this product was too good to be true.
It’s Clorox’s first entree into the green and LOHAS marketplace. I’ll be honest, when I first heard of this product; I thought for sure that it was one of the many so-called green products trying to compete in this marketplace, but with little substance.
After reading further on this product, I learned that Clorox has actually created quite an environmentally safe product that claims to be equal to if not superior than many in the marketplace both green and non-green.
Here’s what I learned:
• The Sierra Club is endorsing the product by placing their logo on the label—their volunteers reviewed it first, though. It’s the first time they have given their blessing to a household cleaning product.
• Clorox actually lists the ingredients on the label—something you do not see it doing for its non-green cleaners.
• Clorox claims that all five of the cleaners in its new line are 99% natural. The 1% that is not is petroleum-derived portion of the cleaners (though Clorox indicates it will biodegrade within 28 days).
This doesn’t mean that Clorox has gone green but that they are embracing this marketplace realizing that people are turning to more environmentally friendly household cleaning products.
Having such a large manufacturer such as Clorox enter into this arena does help companies such as Seventh Generation help grow this category faster as indicated by the CEO, Jeffrey Hollender.
Clorox is one of the manufacturers that has entered into this marketplace understanding how to do it right. The company gets what it means to be transparent and to gain trust in a marketplace that does not accept new players that easily.
I’ll be discussing this further and why and how it worked as well as how you can follow the same formula for your brand.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
