Online Exclusives

Green Works Adds Wipes

March 2, 2009

Natural cleaning line�s latest launch is biodegradable cloths.

Green Works Adds Wipes



Natural cleaning line’s latest launch is biodegradable cloths.



By Melissa Meisel
Associate Editor



What’s green, clean and wiping up the next mess near you? Clorox’s newest addition to its eco-friendly cleaning collection, Green Works Natural Biodegradable Cleaning Wipes.


Debuting one year after the launch of the original Green Works spray, the product is crafted of 100% cellulose fibers and derived from renewable farm grown trees. Formulated using biodegradable ingredients, the wipes are 99% natural and feature the grassroots environmentalist organization Sierra Club logo on the package, a fundraising effort for the Clorox company. The product also has been recognized by the U.S. Environmental Protection Agency (EPA) for using environmentally preferable chemistry, and carries the “Design for Environment” certification as well.


A green cleaning wipe.
According to Clorox, since it launched the Green Works brand, the natural cleaning category has grown more than 100%, delivering on the company’s goal to make natural cleaning more accessible and affordable to everyday consumers without compromising cleaning performance. Green Works is now the top natural cleaning brand in the U.S., with a 42% share of the market to date.


In fact, the household cleaner cloth category, which is dominated by nonwoven products, has increased steadily over the years. According to Information Resources Inc. (IRI), a Chicago-based market research firm, sales of household cleaning clothes rose nearly 3% to $274.1 million for the year ending July 13, 2008, as previously reported in HAPPI. Sales of all-purpose cleaning cloths rose more than 6% and accounted for more than 90% of category sales.

  
In addition to making natural cleaning mainstream, Clorox’s Green Works team set out to make an impact beyond cleaning and established a cause marketing relationship with Sierra Club. Based on Green Works 2008 product sales (April to December) a financial contribution of $470,000 is being given to Sierra Club to support its conservation efforts, according to the company.


“Sierra Club has joined us with the shared conviction that corporations and NGOs should work together to bring about real progress,” said Don Knauss, chairman and chief executive officer, The Clorox Company.  “Sierra Club has been a supportive sounding board for a number of Clorox’s initiatives, including recycling Brita filters and product ingredient disclosure.  We hope our contribution to its environmental programs will enhance their good work on behalf of our communities.”


“Part of our mission is to move industry to innovative solutions that bring green living to everyday life,” said Sierra Club Executive Director Carl Pope. “The Green Works brand makes affordable and effective natural cleaning products available to millions of Americans. We look forward to being a part of Clorox’s ongoing journey toward becoming a more sustainable company that drives the green marketplace.”

 
Green Works now has eight natural cleaners available for consumers to use throughout the home—an all-purpose cleaner, glass cleaner, glass and surface cleaner, toilet bowl cleaner, dilutable cleaner, bathroom cleaner, dishwashing liquid and now the wipes. All products in the line are made using plant-based ingredients derived from coconuts, as well as essential oils. 


More info: www.greenworkscleaners.com

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Quaternized Guar Is a Natural Solution

    Quaternized Guar Is a Natural Solution

    Tom Schoenberg, Schoenberg Consulting||July 1, 2016
    The polymer has applications in a range of skin and hair care formulas that does not build up on hair with repeated use

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • From Greenville to Guangzhou

    From Greenville to Guangzhou

    Christine Esposito, Associate Editor||March 14, 2016
    South Carolina start-up BabyBlossom has big plans for its nontoxic baby products line...in China.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • A Frosch Start in the US

    A Frosch Start in the US

    Christine Esposito, Associate Editor||January 18, 2016
    A trusted eco-savvy German household cleaning brand is now available in America.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.