Clorox has been busy recently – busy going green. Last week, an article in the New York Times asked:
Can Burt’s Bees Turn CloroxGreen?
Apparently the answer is, “yes”, since today Clorox announced the launch of an entire line of eco cleaning products,
Green Works .
One has to wonder about the timing of the Burt’s Bees article though. Clorox acquired Burt’sBees last fall from the quirky couple that started it in a
turkey coop in
Vermont . (Yes, you read that correctly.)
A few lines from the article:
Clorox executives have been fighting what they call “misinformation” about bleach for years. The company says that 95 to 98 percent of its bleach breaks into salt and water and that the remaining byproduct is safe for sewer systems.
But as companies rush to put out more and more “natural,” “organic” or “green” products, consumers and advocacy groups are increasingly questioning the meaning of these labels. Clorox, for one, will face plenty of skepticism. Environmentalists have long said that bleach is harmful when drained into city sewers.
“Who likes Burt’s Bees now that it’s been bought by Clorox?” Alison Stewart, a host on National Public Radio , said in November. “You know, just slap some bleach on your lips, it’ll all be good.”
But as one of the founders of Burt’s Bees put it:
“If we think about the Greater Good,” … “one lesson we’ve learned is, if you set your mind to the goal of more natural and sustainable practices, you might actually surprise yourself with what you can accomplish.”
I think Clorox has probably done that. As one who has been a Product Manager, a Product Development Manager and a Director of Marketing I am both more and less skeptical than advocacy group members and old and new media journalists. I’ve seen what a determined product manager with a dream can accomplish. And remember, the folks that come up with new product ideas aren’t fusty old men in suits…the typical marketing manager is in her 20s or 30s and….more often than not…female.
The face of Green Works is a young mother herself, Director of Marketing, Jessica Buttimer. And she did everything right. The new line is priced appropriately…that is…cheaper than other natural products and boasts the endorsement of The Sierra Club.
“One of the Sierra Club’s primary goals is to foster vibrant, healthy communities with clean water and air that are free from pollution,” said Sierra Club Executive Director Carl Pope. “Products like Green Works help to achieve this goal in the home. We’re looking forward to working with Clorox and the Green Works team to promote a line of natural cleaning products for consumers who are moving toward a greener lifestyle .”
Bittmer also chose to list ALL of the ingredients on the package , something that is not required but, the FDA kindly left her some wiggle room, because they have declined to attach a meaning to the word, "natural", as I discussed at length, here .
...there is no government standard for products that call themselves "natural." Nor does the government require companies to list the ingredients of cleaning products on their labels .
The road ahead is surely bumpy as Clorox tried to change its image. But, like an "ecopreneur", Clorox just needs to stay on message, clean up after their mistakes and expect to make them.
Meanwhile, be on the look out for Clorox Green Works line which will be available in stores, starting with Wal-Mart, (who is also attempting to “green” its image) soon.
- Green Works Natural All-Purpose Cleaner
- Green Works Natural Glass & Surface Cleaner
- Green Works Natural Toilet Bowl Cleaner
- Green Works Natural Dilutable Cleaner
- Green Works Natural Bathroom Cleaner
Clorox has been busy recently – busy going green. Last week, an article in the New York Times asked:
Can Burt’s Bees Turn CloroxGreen?
Apparently the answer is, “yes”, since today Clorox announced the launch of an entire line of eco cleaning products, Green Works .One has to wonder about the timing of the Burt’s Bees article though. Clorox acquired Burt’sBees last fall from the quirky couple that started it in a turkey coop in
A few lines from the article:
Clorox executives have been fighting what they call “misinformation” about bleach for years. The company says that 95 to 98 percent of its bleach breaks into salt and water and that the remaining byproduct is safe for sewer systems.
But as companies rush to put out more and more “natural,” “organic” or “green” products, consumers and advocacy groups are increasingly questioning the meaning of these labels. Clorox, for one, will face plenty of skepticism. Environmentalists have long said that bleach is harmful when drained into city sewers.
“Who likes Burt’s Bees now that it’s been bought by Clorox?” Alison Stewart, a host on National Public Radio , said in November. “You know, just slap some bleach on your lips, it’ll all be good.”
But as one of the founders of Burt’s Bees put it:
“If we think about the Greater Good,” … “one lesson we’ve learned is, if you set your mind to the goal of more natural and sustainable practices, you might actually surprise yourself with what you can accomplish.”
I think Clorox has probably done that. As one who has been a Product Manager, a Product Development Manager and a Director of Marketing I am both more and less skeptical than advocacy group members and old and new media journalists. I’ve seen what a determined product manager with a dream can accomplish. And remember, the folks that come up with new product ideas aren’t fusty old men in suits…the typical marketing manager is in her 20s or 30s and….more often than not…female.
The face of Green Works is a young mother herself, Director of Marketing, Jessica Buttimer. And she did everything right. The new line is priced appropriately…that is…cheaper than other natural products and boasts the endorsement of The Sierra Club.
“One of the Sierra Club’s primary goals is to foster vibrant, healthy communities with clean water and air that are free from pollution,” said Sierra Club Executive Director Carl Pope. “Products like Green Works help to achieve this goal in the home. We’re looking forward to working with Clorox and the Green Works team to promote a line of natural cleaning products for consumers who are moving toward a greener lifestyle .”
Bittmer also chose to list ALL of the ingredients on the package , something that is not required but, the FDA kindly left her some wiggle room, because they have declined to attach a meaning to the word, "natural", as I discussed at length, here .
...there is no government standard for products that call themselves "natural." Nor does the government require companies to list the ingredients of cleaning products on their labels .
The road ahead is surely bumpy as Clorox tried to change its image. But, like an "ecopreneur", Clorox just needs to stay on message, clean up after their mistakes and expect to make them.
Meanwhile, be on the look out for Clorox Green Works line which will be available in stores, starting with Wal-Mart, (who is also attempting to “green” its image) soon.