Online Exclusives

Terminix Targets Consumers

By Christine Esposito, Associate Editor | August 5, 2009

Armed with 80 years of feedback on what bugs consumers about pest control, Terminix rolls out its first direct-to-consumer product, a natural insect spray.

Terminix—the pest control provider that sends out trained professionals when bugs come in—is telling consumers they can do it themselves (well, sometimes).

A unit of The ServiceMaster Company, the Memphis, TN-based firm is entering the DIY market with a new eco-friendly pest control formulation called Terminix SafeShield. Engineered to target common household pests like ants, roaches, flies and spiders, the product is the company’s first foray in to the direct-to-consumer market.

“We realized a lot of consumers have harsh, indoor pest sprays tucked away under their sinks. Why not give them a natural, eco-friendly product that is not only effective, but is safe to use where children and pets play,” said Valerie Sherman, Terminix’s vice president of communications.

Terminix, however, won’t compete with some of the biggest names in pest control, such as S.C. Johnson.According to Information Resources Inc., sales of pest control products sold in supermarkets, drugstores and mass merchandise outlets (excluding Wal-Mart) were $426.8 million for the 52 weeks ended July 12, 2009. Leading the $85.9 million indoor insect/rodent control chemicals category was S.C. Johnson’s Raid, which tallied sales of $20.3 million, according to IRI. The brand also led the insect/rodent control device and multi-purpose insect/rodent chemical subcategories.

Instead, SafeShield—which is being offered as a complementary product to use along with the Terminix’s professional treatments—will be sold via a special website, not in brick ‘n mortar shops. According to Ms. Sherman, other distribution channels are being explored and considered, however for the “foreseeable future,” SafeShield will be available at

“We’ve been working on a direct-to-consumer product like this for years,” she told Happi. “We could have put a product on the market sooner, but we wanted to make sure we got it right. Our product had to meet certain expectations. It had to be safe, fast and effective, and with Terminix SafeShield we’ve accomplished that. For more than 80 years, our company has exclusively done professional applications, but we didn’t think twice about entering the direct-to-consumer market with a product like Terminix SafeShield.”

According to Terminix, most customers want to eliminate pests the most environmentally-responsible way possible. To that end, SafeShield was produced in partnership with TyraTech Inc., an independent pesticide company based in Melbourne, FL. The formulation features TyraTech’s Nature’s Technology, which is made from 100% natural active ingredients, according to Terminix, which is selling a 16oz. non-aerosol spray bottle for $9.99.The brand will also benefit from the company’s established service operation. In most areas of the country, Terminix SafeShield is “embedded” in professional pest control service,” Ms. Sherman said, noting that customers in California, Florida, Georgia, Oklahoma and Texas are getting a complimentary bottle of the product after their first pest control service.

Terminix operates 450 service centers and serves more than 3 million customers in 45 states.
  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna , Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex  Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.

  • Sparkle & Shine

    Sparkle & Shine

    Melissa Meisel, Associate Editor||November 21, 2016
    Glam packaging and upscale scent combos are big at Yankee Candle for Holiday 2016.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Help for Up Above

    Help for Up Above

    Christine Esposito, Associate Editor||November 14, 2016
    A brand from Down Under is touting a new formulation for what’s missing on top.

  • Skin Care Sensation

    Skin Care Sensation

    Melissa Meisel, Associate Editor||November 7, 2016
    Circ Cell aims to be unique with formulations that uphold skin tone.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Free and Clear

    Free and Clear

    Melissa Meisel, Associate Editor||October 17, 2016
    OY-L aims for zero-chemical skin care.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Restoring Rembrandt

    Restoring Rembrandt

    Christine Esposito, Associate Editor||September 26, 2016
    Ranir LLC has acquired Rembrandt, an iconic name in teeth whitening, and plans to make it a staple in the value segment.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Jam On It!

    Jam On It!

    Melissa Meisel, Associate Editor||September 19, 2016
    Jamberry sees success in artsy nail accessories.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Vintage Glamour Rules the Runways at NYFW

    Vintage Glamour Rules the Runways at NYFW

    Melissa Meisel, Associate Editor||September 12, 2016
    A look at trends in cosmetics and hairstyling.

  • Rock n Roll

    Rock n Roll

    Melissa Meisel, Associate Editor||September 6, 2016
    A new sunscreen applicator is slowly making noise in the industry.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • ‘Lash’-ing Out!

    ‘Lash’-ing Out!

    Christine Esposito, Associate Editor||August 29, 2016
    All eyes are on Lash Star Beauty, a lash-centric beauty brand that recently made its QVC debut.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.