All About Innovation

The Lifeblood of our Business

Whether we’re piquing your interest with an ad, grabbing your attention through an in-store display, or developing a product that will make you want to buy it again and again, innovation is a central part of what we do. To us, it’s the “3Ds” of demand creation — desire, decide and delight. To you, it just means finding a product you love.

With today’s always-on world providing 24/7 access to information, your expectations are high. You want personalization and authenticity when it comes to interactions with our brands. And you want us to be there when you need us. That’s why we’ve increased our investment in digital marketing and e-commerce. We’re mastering the latest digital tools to engage you with the right message at the right time and in the right context.

At the same time, we remain committed to providing that information to you in a responsible and truthful manner, adhering to all laws and guidelines of the Federal Trade Commission and other relevant governing bodies. That means communicating the benefits, performance and attributes of our products accurately and directly, with claims that are substantiated.

It’s also our policy to create and purchase advertising so we reach the designated target audience with maximum efficiency, using advertisements and media that are consistent with the character and values of our company.

Delighting You Every Day

Whether you’re using Clorox® bleach, Kingsford® charcoal, Fresh Step® cat litter or Green Works® naturally derived products, a commitment to quality, safety and efficacy goes into everything we do.

Feedback suggests we’re on the right track. According to the American Consumer Satisfaction Index, Clorox is consistently ranked among the top of our competitor group in personal care and cleaning products. This index, based on an economic model from the University of Michigan, measures the quality of our products as experienced by consumers and retail customers. And nearly 80 percent of our global brands rank as the No. 1 or No. 2 market-share leaders in their respective categories, further underscoring the value you place on our brands.

Product Innovation

In recent years, we’ve made significant investments to support innovation for the long term. To ensure that product development is grounded in strong insights, we’ve established a consumer learning center. An innovation center encourages internal collaboration across multiple areas of our business involved in the discovery, development and commercialization of new products. And we’ve also developed pilot plants to test our product manufacturing processes.

Read about some of our recent innovations:

  • Feature:  Innovation Burts Bees Lipstick

    Something to Smile About

    Burt’s Bees Natural Lipsticks

    Burt’s Bees® natural lipsticks combine intense color and conditioning, eight-hour moisture. Available in 14 shades, Burt’s Bees® natural lipsticks are made with 100 percent natural ingredients like moringa and raspberry seed oils to help soften and condition lips all day long. Their packing is 100 percent recyclable.

    Burt’s Bees website

  • For The Love of Cats

    Fresh Step with Febreze Cat Litter

    Fresh Step® with the power of Febreze® provides 10-day odor control and leaves behind a fresh clean scent. It also clumps tight to help prevent leaving behind sticky crumbles. A new formula with lower dust than our previous cat litter, Fresh Step® with Febreze® cat litter was developed with a cat’s health and happiness in mind.

    Fresh Step website

    Feature:  Innovation Fresh Step with Febreze

  • Feature: Innovation Clorox Disinfecting Wipes with Microscrubbers

    Scrub Away Germs and Tough Messes

    Clorox Disinfecting Wipes With Microscrubbers

    Clorox® Disinfecting Wipes With Microscrubbers are textured wipes that help get rid of tough, greasy messes other wipes leave behind – all while killing 99.9 percent of germs like E.Coli and Salmonella.

    Clorox website

  • The Future of Hydration Is Here

    The Brita Infinity Pitcher

    The Internet of Things is bringing technology into everyday household products, enabling them to be connected to the web. Brita’s new Infinity pitcher automatically triggers automatic online purchases of replacement filters once a certain amount of water passes through the filter.

    Brita website

    Promo: Innovation Brita Infinity

  • Feature:  Innovation Glad Odor Shield

    Trash Never Smelled This Good

    Glad OdorShield Scented Trash Bags

    Glad OdorShield with Febreze® Freshness and the scent of Gain™ neutralizes odors while leaving behind the fresh scent of original Gain™. Other scents include Gain™ island fresh, Hawaiian Aloha, Fresh Lemon and Lavender Breeze.

    Glad website