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, from creating superior product experiences that delight you, to expanding into new categories and channels, to tapping the latest technology to better understand and deliver what you want, when you want it.

Delighting You Every Day

Whether you’re using Clorox® bleach, Kingsford® charcoal, Fresh Step® cat litter or Renew Life® products targeting digestive wellness, 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.

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 of our brands.

In recent years, we’ve made significant investments to support innovation for the long term. We’ve established a consumer learning center to help us pay attention to what you tell us you want in a product as well as observe your pain points to identify unarticulated needs. Our innovation center encourages collaboration across multiple areas of our business involved in the discovery, development and commercialization of new products, with a focus on digital and eCommerce.

We’ve also established relationships with organizations such as research boards, venture capital groups and investment firms, which expose us to early-stage innovations that can inspire new ideas and further improve our speed to market. And we’ve developed pilot plants to test our product manufacturing processes.

Initiatives spearheaded by employees have also generated creative ideas across our company. Innovent, our internal ideas contest, allows anyone to be an “intrapreneur.” 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.

Read about some of our recent innovations:

  • Feature:  Innovation Burts Bees Lipstick

    Beauty and the Bees

    Burt’s Bees Beauty Color Cosmetics

    Burt’s Bees® Beauty line of color cosmetics features eight high-performance products — liquid and powder foundations, blush, mascara, glossy lipstick, brow pencil, eye shadow and liner — each in a range of shades. Meeting the brand’s high quality and safety standards, they’re made with natural ingredients and without parabens, phthalates, petrolatum, silicones, talc and synthetic fragrances.

    Burt’s Bees website

  • For the Love of Cats

    Fresh Step Clean Paws

    Fresh Step® Clean Paws® Triple Action and Fresh Step® Clean Paws® Multi-Cat with the power of Febreze™ litter gives cats cleaner and more comfortable paws. A special blend of low-dust larger litter particles is designed to stick less to cat’s fur and paws, reducing unwelcome tracking across floors.

    Fresh Step website

    Feature:  Innovation Fresh Step with Febreze

  • Feature: Innovation Clorox Disinfecting Wipes with Microscrubbers

    Simply Irresistible

    Hidden Valley Simply Ranch

    Hidden Valley® Simply Ranch dressing has the original great ranch taste people have loved for over sixty years, with a cleaner ingredient list to appeal to more health-conscious consumers. With no artificial flavors, preservatives or colors, Simply Ranch includes delicious ranch dressing ingredients like real garlic, buttermilk and herbs.

    Hidden Valley Ranch website

  • Innovating on a Classic

    Clorox Bleach with CLOROMAX

    Clorox® Bleach with CLOROMAX® makes it easier to clean hard surfaces and improves the whitening performance of bleach in laundry through patent-protected polyelectrolyte complexes (also known as PECs). PECs stick to hard surfaces, creating an invisible, protective layer, so things like grease can’t stick to them. In laundry, PECs help detergent brighteners adhere to fabric so clothes come out whiter than ever.

    Clorox website

    Promo: Innovation Brita Infinity

  • Feature:  Innovation Glad Odor Shield

    Wellness from Within

    Renew Life Probiotics and Prebiotics

    Renew Life is the first brand to make a line of non-GMO certified probiotic + organic prebiotic formulas. We’ve also developed a new line of probiotics for every stage of a child’s development, from prenatal to baby to kids.

    Renew Life website

  • Greening Your Grill

    Kingsford® EcoLight™ Charcoal Lighter

    Kingsford® EcoLight™ powered by GreenFlame® charcoal lighter fluid addresses our growing consumer interest in products from renewable sources. Made with naturally derived ingredients, the lighter fluid is USDA BioPreferred®-certified and lights quickly and easily.

    Kingsford website

    Promo: Innovation Brita Infinity

  • Feature:  Innovation Glad Odor Shield

    The Future of Hydration Is Here

    Brita® Stream

    The Brita® Stream is our first pitcher to filter water as you pour. That means no more waiting for the reservoir to empty — you’ve got filtered water from the moment you turn off the tap.

    Brita 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 it comes to interactions with our brands. And you want us to be there when you need us. That’s why we’ve been increasing our investment in digital marketing so that 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 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 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).