“In my DNA is the extremely strong desire to always be cleaning everything,” said Jenner. As a young mother with four children, she was an enthusiastic Pine-Sol user. “If I had that smell, that meant my house was clean,” she told The New York Times. “I’ve done a 180 in the way I identify what clean means to me.”
Safely containers are simple, with barely any type; the logo, the only discernible graphic, is a large white water drop shape. The different cleaners come in a medley of glowing, minty greens. The uniform color scheme works on Instagram, and as Ms. Jenner noted, why not have a coherent array of bottles under your sink, instead of “a bunch of mishmash or doodads that don’t go together?”
The launch comes at a time when more consumers are concerned about cleaning. Sales of laundry detergents jumped 5.9% last year and, much more impressive, sales of household cleaners soared 26.4%, led by a 75.3% surge in spray disinfectant sales. With gains like that, it's no surprise that entrepreneurial types are cashing in on the cleaning craze.
A national online consumer survey conducted by Ipsos on behalf of the American Cleaning Institute shows that 85% of respondents are very or somewhat likely to maintain the same level of cleaning practices initially adopted in March 2020, even when the pandemic has passed. Results from the survey shed light on how and why Americans plan to continue their cleaning and disinfecting behaviors. Americans report an increase in use of the following products since the pandemic began: hand sanitizer (72% vs. 59%), disinfectant wipes (55% vs. 44%) and spray disinfectant (42% vs. 36%).