Clorox is changing its bleach-white image with a softer, green color.
The company got a big buzz (pun intended) in the financial market late last year with its acquisition of natural personal care company Burt's Bees. The acquisition marked Clorox's entrance not only in the personal care industry but in the fast growing natural personal care sector of the market - where which international players such as Johnson & Johnson, L'Oreal, Hain Celestial, P&G, etc...are snapping up companies right and left.
This month, Clorox launched its Green Works cleaning products, their formulations said to be 99% all natural-derived. Clorox said it's goal is to deliver 100% natural cleaning products as soon as they can find raw material sources to make natural-based fragrance and color.
Adding to the brand's greeness is a logo of environmental group Sierra Club to be featured on the products' labels starting April. Clorox said its alliance with the group will help the company toward its more sustainable journey.
Clorox already bagged Wal-Mart's approval to be the first to sell the Green Works line worldwide.
This is a major development in the cleaning industry where most products (especially commercial products) and associated raw materials are usually being targeted by environmental groups as toxic to environment and unsafe when not handled properly.
I'm sure Clorox's rivals are already speeding up the development of their own line to catch up. SC Johnson, for example, already have their Greenlist, where it rates raw materials used in their products (e.g. solvents, propellants, insecticides, packaging, etc...) based on their environment/health-friendly profile.
The trend for green cleaning will definitely have a major impact for chemical suppliers. By how much remains to be seen but they need to start adapting to this change through innovation or scientifically proving that their materials are truly green in every sense or else their products will be washed away into that unREACHable region where chemicals die from being labeled as toxic.