January 23, 2008

Clorox Greenworks: Greenwashing or Green Cleaning?

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After deciding not to add the Clorox name to Burt's Bees, for fear it would cause distrust amongst eco-shoppers, the company has just released a new line of "green" cleaning products. Clorox Greenworks, is the first line of greener cleaning products to be launched by a major manufacturer. According to Beth Springer, vice president for strategy and growth at Clorox, Greenworks bears the Clorox name because:
We spent a lot of time talking with consumers who wanted to keep their homes clean and healthy but wanted more natural alternatives,” Ms. Springer says. “And they confessed in most cases they were disappointed with having to pay more for products that didn’t work. So we concluded that we would initially bring it out with the Clorox brand name endorsing it because it gave people a belief in its efficacy.
The Clorox name may appeal to the mainstream consumer, but what about the eco-shoppers? The Sierra Club will be endorsing Greenworks products with its logo this spring. Clorox Greenworks products are at least 99 % natural and feature the following products:

GreenWorks Natural All-Purpose Cleaner

GreenWorks Natural Glass & Surface Cleaner

GreenWorks Natural Toilet Bowl Cleaner

GreenWorks Natural Dilutable Cleaner

GreenWorks Natural Bathroom Cleaner

The goal is to move green cleaning into the mainstream. Clorox Greenworks products are biodegradable, non-toxic, plant-based, non animal-tested, non-allergenic, have full ingredient transparency, and made with recyclable packaging.

Read more at:
Treehugger- specific information about the Greenworks "natural" ingredients
Eco Child's Play-how Clorox has benefited from the FDA's decision not to clearly define "natural"
Lohas and the Sierra Club-the partnership between the Sierra Club and Clorox

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Posted by Jennifer Lance at January 23, 2008 8:56 AM

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