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Brillo Branches out

Armaly Brands rolls out new Brillo Estracell Sponges Line.

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By: TOM BRANNA

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Armaly Brands is rolling out a new line of household cleaning products that combine the venerable Brillo soap pad with its own Estracell sponges range.

New Brillo Estracell Sponges feature a variety of Estracell sponges including the Wedge Edge, the Heavy Duty Scrub Sponge, the Light Duty Scrub Sponge and the Sponge Wipe, according to the Walled Lake, MI company, which acquired Brillo from Church & Dwight earlier this year.


“Brillo has been one of the most trusted names in household cleaning for almost a century and is one of the world’s most recognizable brands, featured in modern art, songs, movies—and of course, households nationwide,” said Jeremy Bakken, spokesperson for Armaly Brands. “Estracell sponges are better cleaning, faster rinsing and more sanitary, and are the choice of more than two thirds of consumer and professional buyers who prefer polyester sponges. The strength of these two brands, along with the superior cleaning capability offered by the products makes this one of the most appealing line of household cleaning products on the market today.”

Armaly has also revamped the packaging and returned to Brillo’s trademark pink-hued soap for the original pads.

To celebrate the return to pink, Armaly Brands has entered into a partnership with the Breast Cancer Research Foundation and will be donating five cents for each purchase of specially marked packages of Brillo products up to $50,000.
A new lemon-scented yellow soap has been added as well, according to Armaly.

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