All About Innovation

The Lifeblood of our Business

Innovation continues to be our lifeblood, and we’re thinking about it more broadly than ever before. Whether it’s creating superior product experiences that delight you, expanding into new categories and channels or tapping the latest technology to better understand and deliver what you want when you want it, we’re on a constant quest to give you what you want and need.

Delighting You Every Day

Whether you’re using Clorox® bleach, Kingsford® charcoal, Fresh Step® cat litter or our vitamins and supplements, you’ve experienced firsthand our commitment to quality, safety and efficacy.

Feedback suggests we’re on the right track. According to the American Consumer Satisfaction Index, Clorox consistently ranks 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. Nearly 80 percent of our global brands rank as the No. 1 or No. 2 market-share leaders in their respective categories, further underscoring how people value them.

In recent years, we’ve made significant investments to support innovation for the long term. At our consumer learning center, we listen to what people tell us they want in in a product. We also watch people using common products to identify unarticulated needs. Our innovation center brings together collaborators from multiple areas of our business for the discovery, development and commercialization of new products, with a focus on digital and eCommerce. Our relationships with organizations from research boards to venture capital groups and investment firms expose us to early-stage innovations that can inspire new ideas and further improve our speed to market. We’ve built pilot plants to test our product manufacturing processes. And employee resource groups — one of our original sources of business ideas grounded in cultural and multigenerational insights — continue to contribute to our innovation pipeline.

Have a product or innovation idea you want to share with us? Click here

Read about some of our recent innovations:

  • Promo: Innovation Kingsford Pellets

    Greening Your Grill

    Kingsford® Hardwood Pellets

    We’re upping our BBQ game with the introduction of Kingsford® 100% Hardwood Pellets. With rising consumer interest in pellet grilling and a hunger for pellet fuel options that infuse more flavor into grilled food, Kingsford® is introducing all-natural wood pellets with 100% flavor hardwood and absolutely no fillers, preservatives or binders to deliver delicious hickory, cherry and maple wood flavor.
    Kingsford website

  • Laying the Love on Thick

    Hidden Valley® Ranch Dip and Hidden Valley Ranch Secret Sauce

    Hidden Valley Ranch knows that more ranch lovers use ranch as a dip or flavor enhancer than as a dressing, so it’s made it easier than ever to lay on the ranch love. You can find Hidden Valley Ranch ready-to-eat dips and restaurant-inspired Hidden Valley Ranch secret sauces in the dressing aisle. Because we all know: You either love Hidden Valley Ranch or you really love it.
    Hidden Valley website

    Feature: Innovation Glad RTE Classic Ranch
  • Feature:  Innovation Scentiva

    Satisfying Scent Seekers

    Clorox® Scentiva® cleaners

    We continue to add new scents and products to the lineup of Clorox Scentiva cleaners, which provide the Clorox disinfection you trust with delightful, immersive scents. The line has grown from disinfecting wipes and a spray cleaner to include disinfecting wet mopping cloths, foaming bathroom cleaner, toilet bowl cleaner and toilet wand refills available in four delightful scents.
    Clorox website

  • Beauty and the Bees

    Burt’s Bees® Renewal Line

    The new and improved Burt’s Bees® Renewal Regimen is formulated with bakuchiol, which provides benefits similar to retinol — reducing the look of fine lines and wrinkles, firming, evening skin tone — without the harshness retinol’s known for. Bakuchiol is a popular ingredient in prestige brands, and Burt’s Bees is the first mass brand to offer consumers a full face-care regimen with it. Now people worried about wrinkles and fine lines have a natural, gentle alternative to retinol from Burt’s Bees, whose responsibly sourced ingredients derive from nature, are never tested on animals and come in recyclable packaging.
    Burt’s Bees website

    Feature:  Innovation Burt's Bees Beauty
  • Promo: Innovation Fresh Step Clean Paws

    For the Love of Cats

    Fresh Step® Clean Paws®

    The Fresh Step Clean Paws line gives cats cleaner and more comfortable paws. A special blend of larger, low-dust litter particles is designed to stick less to your cat’s fur and paws, reducing unwelcome tracking across floors. With a variety of formulations, including unscented and Fresh Step Clean Paws with the power of Febreze, there’s a Clean Paws product perfect for every cat and its owner.
    Fresh Step website

Marketing Our Products Responsibly

With today’s always-on world providing 24/7 access to information, we recognize you want personalization and authenticity when you interact with our brands. And you want us to be there when you need us. That’s why we’ve been investing more in digital marketing, so we can master 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 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 our target audiences with maximum efficiency, using advertisements and media that are consistent with the character and values of our company, while upholding relevant local laws and consumer privacy guidelines like the General Data Protection Regulation (GDPR).