Online Exclusives

‘Free-From’ Line on Tap at Walgreens

By Christine Esposito, Associate Editor | January 22, 2013

Ology is a new range of household and personal care that is “free of harmful chemicals” and affordable, says the drugstore chain.

Walgreens believes it has found the best of both worlds in Ology, itw new exclusive line of household and personal care products. The range is billed as the “first nationally accessible and affordable brand formulated to be free of harmful chemicals” and comes as a smart solution to the” growing consumer demand for products free of harmful formulations.”
 
The Ology line includes items such as baby care (lotion and body wash), laundry care (liquid detergent and fabric softener), cleaners (glass and all-purpose) and hair care (adult shampoo and conditioner). In addition, there are also Ology light bulbs and paper products, according to the drugstore chain, which tallied sales of $72 billion in fiscal 2012.
 
A key component to the line’s success will be its price point.
 
“Ology is unique because it’s the first nationally accessible and affordable brand formulated to be free of harmful chemicals,” said Mai Lee Ua, a Walgreens spokesperson who spoke with HAPPI. “It gives you healthier lifestyle options while being completely transparent about the ingredients. The products are value-priced compared to competitive brands and sold exclusively at Walgreens, making it an affordable and accessible line for our customers.”
 
The Ology lineup.
When developing the line, consumers’ expectations of quality and affordability were taken into account.
 
“We challenged a group of capable suppliers to provide us with products that worked as well as the leading brands, but still offered excellent value and were free of harmful chemicals. Ology is the result. In addition, while our ingredients are primarily plant-based, Ology is not formulated to be ‘green’ or ‘eco-friendly’.”
 
One of the hero SKUs is the 2X Laundry Liquid.

“It is a high-quality product that avoids the harmful chemicals contained in some leading brands and has a natural lavender vanilla fragrance that many consumers are telling us they love,” said Ua.
 
According to Joe Magnacca, president of daily living products and solutions for Walgreens, Ology “reflects our dedication to innovation, our constant drive to improve our customers’ quality of life, and our ongoing commitment to help people get, stay and live well.”
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