Clorox Rolls Out Fraganzia

Clorox is rolling out Clorox Fraganzia, a new line of aromatizing products designed to appeal to Hispanic scent preferences and to specifically meet their needs based on the unique way they approach cleaning. Avaibale at major national retailers, the new line consists of three products—a multi-purpose dilutable cleaner, toilet bowl rim hanger and aerosol air freshener.

Through its research, Clorox determined Hispanics often approach cleaning in a three-stage process: cleaning, disinfecting and aromatizing. With the Clorox Fraganzia launch, Clorox says it is effectively addressing the aromatizing stage in the process, complementing its portfolio of cleaning and disinfection solutions (which include its iconic bleach and disposable wipes, among other products).

“We identified this valuable opportunity based on the unique needs and lifestyle of our Hispanic customers.By introducing the Clorox Fraganzia line, Clorox now offers its Hispanic customers a turn-key portfolio of cleaning, disinfecting and aromatizing products that are attractively priced and were created specifically to appeal to the way they clean,” said David Cardona, Clorox multi cultural team leader. “We also addressed an important need by ensuring scent continuity in our Clorox Fraganzia aromatizing products, so that across floors, bathrooms and rooms our customers can enjoy the same beautiful, welcoming scent throughout their homes.”

The scents include in the line include Lavender with Eucalyptus and Mint, Spring, and Forest Dew for the multi-purpose dilutable cleaner and air freshener; and, Lavender with Eucalyptus and Mint as well as Pine Woods and Fresh Squeezed Lemon for the aromatic toilet bowl rim hanger.

The launch is being supported by an extensive, multi-media advertising effort that includes U.S. Hispanic network and cable television advertising spots, U.S. Hispanic radio spots, online digital banners, and a Facebook presence on www.Facebook.com/CloroxLatino. In addition, the launch will receive aggressive point-of-sale support that will include dedicated displays and instant redeemable coupons, according to Clorox.