01.20.12
The Clorox Company has rolled out its news Ingredients Inside smartphone application and mobile website, giving smartphone users immediate access to information about Clorox ingredients for their household and commercial disinfecting, cleaning and laundry products in the U.S. and Canada.
The first consumer packaged goods company to launch a smartphone application for ingredient disclosure, Clorox is offering the app initially to iPhone users, enabling them to scan a product UPC code and be taken instantly to that product's ingredient listing.
In addition, a new mobile website (http://i.clx.com), which is available for all mobile platforms, gives easier, on-the-go access to the company's Ingredients Inside program by offering content and functionality optimized for mobile device use.
"Mobile computing is triggering a shift in how consumers access information to make purchasing decisions," said Clorox chairman and CEO Don Knauss. "Our new product ingredient tools will help consumers make informed choices about our products anytime, anywhere."
According to a recent Nielsen Mobile Media report, 44% of all Americans own a smartphone, and 49% of mobile consumers say they frequently use their smartphones while shopping.
In a recent Clorox survey, 62% of Americans believe it's important to know what goes into their household cleaning products, and 60% who own smartphones say a mobile app would make them more likely to read a household cleaning product's ingredient information.
The free application can be found in the iPhone App Store by typing in "Clorox ingredients."
The Ingredients Inside app will be available for other mobile devices soon, according to the company.