According to a recent article in the San Francisco Chronicle, Clorox is introducing a green cleaning product line. Wow! Move over Clorox bleach and sibling brand, Liquid-Plumr. The Oakland-based Clorox company is obviously betting that its new Green Works line will have traction and compete with the likes of Seventh Generation, Method, Ecover and Simple Green. This is a real departure for a company that generates $4.8 billion dollars in sales on chemical products. And, hopefully, a sign of things to come.


It isn't any secret that chemical products from household cleaners, laundry detergents and dish detergents have been causing problems for some time now. Not only do they pose environmental risks, they also pose health risks in many households. Adults, children and pets have been known to have allergic reactions and respiratory issues, including asthmatic attacks, from mild to severe, with repeated exposure to household cleaning agents.
Green cleaners use natural plant oils, plant-based alcohol rather than other solvents and no petrochemicals. Vinegar, lemon juice, baking soda are mainstays. Natural disinfectants like eucalyptus oil and tea tree oil are safe, yet effective.
Is Clorox doing this due to the growing momentum of the green movement? They may be, in part. However, the total market for green cleaning products is still very small. According to Information Resources, Inc.'s figures, cited in the article, of the $432 million Americans spent on all-purpose cleaners alone last year, only 1% of that was spent on Method products. Only 0.3% was spent on Seventh Generation products.
Comparatively speaking, three Clorox brands: Pine-Sol, Clorox Clean-Up and Formula 409+ accounted for 41% of consumer brands. So why develop a green brand and why do it now, when the green cleaning category is still so small? According to Matt Kohler, Clorox's brand manager for its new Green Works line, there are four reasons sales have lagged on green cleaners:

• Consumer perception the products can't work without having harsh chemicals in them.


• Cost; these products are expensive in some cases.


• Consumers can't find many of these products unless they go to specialty stores or natural food stores.


• Lastly: there isn't a brand consumers know and trust.

Hmmm. . .I'm on board with the first three points. They have merit. Not sure about the last one, though. I'm sure that consumers who have taken the time to study this issue, know and trust the green cleaning brands currently available in the marketplace. The problem is: not enough consumers have taken the time or trouble to research the issues around using some cleaning brands vs others. And this does take time and education.
Interestingly, Clorox's new branded green line has sought the endorsement of the Sierra Club, and they have been granted permission to use the latter's logo on Green Works labels beginning this spring. This was the company's way of proving it is legitimate in its environmental claims; no greenwashing here. Of course, this perceived alliance has raised some concerns from environmental groups. Especially since Clorox will be paying the club a fee, partially based on sales of the products.
The company also took pains to incorporate the Clorox logo on its Green Works products to assure consumers of their efficacy and to leverage the trust they have built. . .To consumers, these are Clorox products; Clorox products work.
With distribution in 24,000 stores nationally and a nationwide advertising campaign, I would expect sales to be respectable. Industry analysts see the Green Works line drawing sales away from conventional cleaners rather than long-established green cleaners. Seventh Generation president, Jeffrey Hollander concurred when interviewed for the article, saying that: "New competitors will help this category grow faster than it's been growing." I think he has a point there.
Many consumers are beginning to look more seriously at green cleaners, and some are even making environmentally sound products at home. The National Geographic has an online publication called The Green Guide for consumers who want more information, www.thegreenguide.com.
Questions:

• What do you think about Clorox getting into the eco-friendly cleaning business?


• Do you think the Clorox company has the marketing ability to gain more widespread consumer acceptance for this product category?


• Have you tried environmentally friendly cleaning products? If not, would you be willing to try these products yourself at home?

I'd like to hear from you.