Clorox ToiletWand keeps improving to drive growth
By Brooke Taylor, Director of Marketing – Cleaning
When Clorox introduced ToiletWand more than two decades ago, it tackled one of the biggest challenges in home cleaning: nobody likes cleaning the toilet. The product made one of the most dreaded chores simpler, cleaner and more convenient, creating an entirely new category in the process.
But category creators face a unique challenge: How do you keep growing after you’ve already changed the game? For Clorox ToiletWand, the answer is simple: keep listening to consumers and keep innovating.
That focus is paying off. ToiletWand delivered approximately 15% top-line growth in fiscal year 2026 and recently surpassed 10% household penetration. And the brand is just getting started.
The big idea
Superiority isn’t a one-time breakthrough. It’s a continuous commitment to understanding consumer pain points and solving them better.
Start with the consumer
Through ongoing consumer engagement and feedback, our team uncovered a surprising insight: Many consumers didn’t realize ToiletWand replaces both a traditional toilet brush and toilet cleaner in one convenient solution.
In response, the brand sharpened its messaging around what consumers value most: convenience. A dedicated marketing campaign helped make the all-in-one system benefit clearer and easier to understand.
Our team also leaned into another insight: While toilet cleaning may never be anyone’s favorite chore, consumers appreciate the product’s foaming action and overall cleaning experience. Recent creative highlights those sensory moments, helping make an unpleasant task feel a little more satisfying.
Keep improving the experience
Consumer feedback also revealed opportunities to make the product easier to use, and the team acted on them while also identifying ways to be more productive with costs so the brand could reinvest back into demand creation. Recent innovations include:
- A slimmer caddy that’s easier to store and use
- A touch-free lid that stays open for easier, one-handed hygienic dispensing
- Redesigned cleaning pads that release more cleaning solution and create suds and scent
Meet consumers where they shop
The team has also new pack sizes and retail options to meet more shopping needs, including:
- Larger packs for shoppers seeking value and expanded presence to dollar stores
- Social selling such as TikTok Shop to meet consumers where they spend their time online
- Stronger retail partnerships that increase visibility and make the product easier to find
What’s next
While ToiletWand recently surpassed 10% household penetration, our team sees meaningful runway ahead. The focus now is on continuing to identify unmet consumer needs, improve the cleaning experience and introduce more households to a simpler way to clean the toilet.
The bottom line
Clorox ToiletWand was created to solve one of consumers’ biggest cleaning pain points. More than two decades later, our team is proving that category-defining innovation doesn’t stop at launch. By continuously listening to consumers and improving their experience, we’re keeping the brand growing and the category moving forward.
