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Clorox® Green Works™: Natural Cleaners

The Clorox Company announced today the introduction of Green Works™ Cleaners. A line of natural cleaning products that are as effective as conventional cleaners but made from plant-based ingredients. This past October at the ISSA show, I had a sneak peek at the new Green Works™ line. It was quite impressive. Everything was considered: the packaging, the design, the labeling, even the color of the chemical is in fact, green. In the past several years, it seems that almost every manufacturer has come out with some “green” or environmentally preferable product line, but noticeably absent was Clorox. I guess they were just taking their time to make sure they got it right. The million dollar question is, “How will Clorox co-exist alongside the many competitors it now has in the green marketplace?” In fact, when you think of The Clorox Company you think of Bleach, you think “White,” not “Green.” And perhaps, if you were a Clorox connoisseur, you would have their brands memorized and could easily recite those famous products within Clorox’s repertoire: Tilex, Pine-Sol or Formula 409. However, none of these brands resonate in the land of “Green”.

It will be interesting to see in the next few weeks and months how the new Green Works™ line fares in an already competitive and heavily inundated marketplace.

I think Clorox did their homework and developed a great product line in the eco-friendly space. However, the true question is: Can Clorox go from “White and Bright” to “Green and Clean”?