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
  • I Want It All

    I Want It All

    Melissa Meisel , Associate Editor||May 2, 2016
    Skin care moves beyond the basics with pampering formulations with unique components and novel functions.

  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • 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.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.

  • An Emotional Mess

    An Emotional Mess

    June 15, 2015
    Clorox teams with Pixar to explore the Gestalt of spills, germs and other household messes.