Introducing Clorox's Green Works Cleaners
by Collin Dunn, Corvallis, OR, USA on 01.14.08
First they acquired Burt's Bees; now, Clorox is throwing its hat into the green cleaning ring with the launch of Green Works, a line of "natural" green cleaners designed to compete with the likes of Seventh Generation and method. Unveiled today, Green Works is the first such effort from a major consumer products company, and there's a pretty interesting story behind it all.
The bottle itself has a couple of things that make what's on the outside almost as compelling as the cleaner inside. First of all, the Sierra Club (whose Conservation Director, Greg Haegele, blogs here at TreeHugger) will endorse the product by placing their logo on the label. "We'll definitely have some folks who are surprised by this decision, but also people who are pretty excited about it," said Sierra Club spokeswoman Orli Cotel. "We are supporting Green Works in hopes that more people will have access to these kinds of products, some of which aren't even available in the middle of the country."
The Sierra Club approved the use of their logo as part of the Green Works brand after it asked several of its volunteer committees to review the cleaners; it's the first time the non-profit has given its blessing to a household cleaning product. "We hope we are transforming the marketplace by doing this," said Sierra Club executive director Carl Pope. "These products are clean, they're green, they're not going to hurt you, and they're not going to hurt the environment."
This brings us to one of the other eyebrow-raisers: Clorox cheerfully lists the ingredients for Green Works on the label -- something it doesn't do for its conventional cleaners -- and also prominently displays the Clorox logo. They're hoping that the equation of "trusted brand (and the proven efficacy that comes with it) + transparency = success," and Joel Makower thinks it'll be a pretty big deal: "This is a kind of watershed moment. We finally have major consumer companies taking the green marketplace seriously, and not as an afterthought." (He also did some consulting on the project).
As for the products themselves, (which include a general purpose cleaner, window cleaner, toilet bowl cleaner, dilutable cleaner and bathroom cleaner): Clorox claims that each one of the five cleaners is at least 99% natural -- that's right, the ubiquitous, unregulated "n" word -- a fact which can be verified with a glance at the ingredients. Here's the list for the all-purpose cleaner: water, alkyl polyglucoside, ethanol SDA-3C, glycerine, lemon essential oil, preservative (Kathon) and colorant (Milliken Liquitint Blue HP dye and Bright Yellow dye X); the last two -- preservative and colorant -- make up the circa 1% of the non-"natural" petroleum-derived portion of the cleaners (though Clorox says Kathon will biodegrade within 28 days). With a few exceptions, like the addition of sodium lauryl sulfate and lauramine oxide, the ingredients for the rest of the cleaners are mostly similar.
Clorox is right: each of those ingredients, aside from the two specifically mentioned, can be "naturally-derived." They say their alkyl polyglucoside comes from coconut oil and their ethanol and glycerine from corn oil; while that's better than using petroleum-derived alternatives, there are still major issues with rainforest habitat destruction relating to harvesting coconut oil and all sorts of issues with corn-based ethanol. So, like many things we mention on TreeHugger, Green Works is better than a conventional alternative, but not perfect.
The launch of Green Works doesn't mean that Clorox has "gone green" -- or any other hackneyed quip that often gets tossed around at such a development -- though it does mean that they've embraced the green marketplace and realized that people care what's in their cleaners. Seventh Generation CEO Jeffrey Hollender summed it up pretty well: "New competitors will only help this category grow faster than it's been growing. The question is, do you want a big piece of a small pie or a small piece of a big pie? We absolutely want the pie to be as big as possible, even if we have a smaller slice. ... To address problems environmentally, we need to get other businesses involved."
In the near future, expect to see Green Works out and about; Clorox is beginning a national campaign today. Green Works will be available in 24,000 stores nationally, including Safeway and Wal-Mart. Stay tuned for more; we're sure this isn't the last we've heard about this. ::Clorox Green Works via tipster Tim and ::San Francisco Chronicle
One of the paradoxes of increasing the "natural-ness" of a cleaning product formulation is that, as inherent ingredient toxicity goes down, the need for preservatives (aka biocides)goes up. This is because bacteria normally present in the environment can easily biodgrade liquid organic materials if their inherent toxicity is low, and can even colonize a cleaning or lubricating product to the point of presenting a bio-hazard to users! This is a common problem with all greases and oils, even petroleum based ones.
So, don't go getting all cozy with Kathalon preservative (or any similar biocide approved for domestic applications by FDA) and assume because the product is "green" that you can work/clean house without skin and eye protection!
Check out this MSDS [http://www.fuelcare.co.uk/kathonfp15msds.pdf ] from the maker of Kathalon biocide products, Rohm & Haas, and you'll see clear statement of the potential fhazards:
Risk phrases are:
"Irritating to skin.
Risk of serious damage to eyes.
May cause sensitization by skin contact.
Harmful to aquatic organisms, may cause longterm adverse effects in the aquatic environment."
The risk phrases are associated with the isothiazol component ,which is the active ingredient common to the product line.
There is no free lunch. And there are always risk trade offs. If you tend to be sensitive to harsh chemicals, wear gloves when you use even green products.
I wonder when the universal condemnation of corn ethanol will wind up with scathing articles about whiskey...
But they still test on animals, and that's mean.
According to Clorox's website, their green line is not tested on animals.
I don't care if it's just one division in a remote subsidiary COMPLETELY unrelated to Green Wash -err... I meant to say "Green Works" - Clorox is one of the following:
1) Hypocritical for releasing something with allegedly good intentions, yet part of Clorox still does animal tesitng
2) Arrogant if they think that someone's not going to spot that hypocrisy
3) Grossly unaware of the resolve of people who are more than happy to turn their backs on Clorox.
4) All of the above.
The more I read about Clorox's latest snake oil (sure to be backed up by a tsunami of promotion), the more I love Dr. Bronner's stuff.
if other products are 100% "natural" or have been far ahead of Clorox in being "green", it seems a bit unfair for the Sierra Club to only now begin hefting its own cred behind Clorox. just a thought.
1) If Clorox is still testing any of their products on animals -- green or not -- I will continue to not buy their products.
2) I'm glad they are imbuing the market with their green line because people who stay away from products like Ecover (best bathtub scrub ever) Seventh Generation (LOVE their carpet cleaner) and Method (yum) because they don't come from a conventional/trusted source will green up their homes with something they trust. If it takes Clorox to do this, more power to them.
This gives a whole new meaning to green washing.
If it is not Cradle to Cradle Certified...then it is not green or safe at all.
What about the bottles? Nobody mentioned that they contain recycled plastic.
I wish Sierra Club would at the same time give their logo and blessing now to some of the smaller companies who innovated by creating "greener" cleaners long before Clorox jumped on the bandwagon. Don't get me wrong, I think it is good and well past they time they should be jumping on the bandwagon - - but as with everything, the other companies and people ahead of their time never profit as much as the big name corporations that are dragged kicking and screaming into the realms of change at the 9th hour when so much damage has already been done. I thought the 7th Generation CEO's comments were highly gracious, though. How rare is it that a company does think of the greater good... hopefully this will somehow benefit all long-standing green companies, not rub them out. I wonder if prices will come down on green products.
Also - does it need to actually be colored green? Isn't that color just another unnecessary additive, even if it is a natural color, hopefully we can educate people that going green is about not using ingredients that are not necessary....
in the meantime, I still clean my windows with a mixture of vinegar and water.
My main concern is that Sierra Club itself might LOSE some of it's cred as a result of this endorsement because the use of the coconut oil is destroying one of our main main ecological structures which is the rainforest which the Sierra Club strives to protect. As this new greenwave catches on with the general public aks nontreehuggers, this will become an issue I'm afraid and they will need to change how they make this product. Other companies now produce cleaners without this so why can't they??
I absolutely agree with the people posting saying that if Clorox as a company overall still tests on animals any of its products, even if this LINE is not tested, don't support them. There are plenty of greener cleaners out there, should you have to buy such products, made by companies that stand against animal testing and don't do it.
I don't think Sierra Club had to give their "Thumbs up" to this brand to help it get a leg up - - the general public out there (aka non treehuggers) will not even probably know what Sierra Club is if they don't care to seek out green alternatives to begin with. I agree with the person above, who said that this could hurt Sierra Clubs credibility. Are we now going to enter into an era where eco-orgs compete to get paid for product endorsements? How will this affect their ethics?
I think what Sierra Club and all other environmental orgs should do is come together to form a giant collective that uses their collective power to actively inform the public of greenwashing when it occurs, as we are in an era where everyone is going to claim to be green, now that it is seen as profitable.
They sent it to me as well and I told them no way - I cannot greenwash for a company that promotes using bleach all over one's house, around our kids and pets. It's insanity and you of all websites should not be giving them any credit for this greenwashing product. Jeffrey Hollender also said some other stuff about clorox, you should check it out: "“Green” is not something a company becomes because of a new product line, a marketing campaign, a decision to be carbon neutral or even the selection an enlightened new CEO. “Green” is about the inside, not the outside of a company. It’s about its DNA, its culture, and its very reason for being."
Having experience in the corporate sector I can share a bit more about how the strategic alliance with the Sierra Club may have worked. It is unclear whether this is a long-term or short-term deal. For example, this could be a short-term alliance as a "promotional deal". The Clorox Company buys the right to use the logo and other Sierra Club brand assets. This can be an alternative revenue stream for Sierra Club. I spoke to a large group of non-profits as an AMA keynote speaker on the topic in hopes of empowering them strategically so they could be more effective and delivering on their missions. I have negotiated deal points on these types of arrangements for many Fortune 100 clients. I now only use the currency of my knowledge to further LOHAS and related brands, products and services. Let me circle back to the Clorox/Sierra Club deal.. They may have paid Sierra Club mid to high 6 figures -- maybe even 7 figures. With research I think Sierra Club as a non-profit would have to disclose this...maybe not. There is tremendous brand equity and trust that the logo has, I hope Sierra Club did a solid valuation of its brand equity and assets for the negotiation. They have equity and quthenticity in areas that Clorox doesn't so Clorox is essentially "borrowing brand equity" to transfer to their brand -- cheaper than national advertising -- especially for a new product launch. Sierra Club could have allowed Clorox access to its database for its launch promotions -- to excite trial they could have a couponing strategy and deliver those coupons to the millions of Sierra Club members via email, snail mail. They could also get advertising in the Sierra Club magazine, access to other NGO's, aliiances and freindships are formed. Local Sierra Club groups have monthly meetings with maybe 50-100 people, they receive messages from the corporate offices -- free advertising for Clorox...very efficient. I hope every non-profit that has spent years and years and years of hard work to build its brand, its network, its brand assets stops and really runs the metrics to figure out the worth of its brand assets and people -- there are some "soft products" such as the network of people that need to be valued. Most non-profits are not that sophisticated when it comes to brand marketing, many don't have the P&G or McKinsey strategy and may be taken advantage of. My goal in writing this is to even the playing field. I am glad Clorox made this move, I am thrilled that the Sierra Club's logo will be all over the country -- hopefully they will go to the mat at each promotional event to sign up new members and get the message out there, I hope that Clorox gives back to them a percentage of sales, I hope Account Specific Marketing programs work in the Sierra Club as part of the deal points so that key information on our planet and animals can get to middle america.....Blessings to one and all.
don't you have a car and fly in planes, goodhuman guy?
Alot of people haven't tried "green" products because they can't afford them! I am very excited about Clorox' s new line. I happened to come across it while grocery shopping. I bought the bathroom cleaner and it works wonderfully. And the best part is that it cost less than $3 for the bottle.
"Alot of people haven't tried "green" products because they can't afford them! I am very excited about Clorox' s new line. "
I don't mean to start a fight, but some products like Seventh Generation cost the same as normal crap. My SG stuff was two bucks and change.
the best all around cleaners i have seen have been those from a company called EcoLogic Solutions.
i agree with JKO and many others. Clorox could have and SHOULD HAVE done the right thing a long time ago. the only "green" they understand are the ones that make their shareholders happy.
if they really wanted to do the right/responsible thing they would stop making bleach NOW.
there was a mention about having it on this site.....what do you expect when it is Discovery Channel owned now??
and cheap isn't always better Sara. just ask Wal-Mart.
Even though it has the name of Clorox, does this product really "disinfect'?
"and cheap isn't always better Sara. just ask Wal-Mart."
i can't tell if you were talking to me since that had nothing to with what i said and that is not how my name is spelled.
but there is no one else named sara here.
so i have to ask:
what?
Hooray for Clorox! However, there are products that have been in the industry for over 20 years that surpass the industry "green" standards but many folks have not heard about or know about.
Inventek colloidal cleaners in Philadelphia has manufactured an all-natural (and I mean ALL natural-NO petroleum products at all) line of cleaners for over 20 years, but only industrial customers know about them. Soon, you will see these products on shelves in your area. These products carry a "zero" HMIS health hazard, and work better than the stuff we have traditionally used as consumers. One thing I did not see on the Clorox products is an MSDS and hazard rating. My bet-and I hope I am wrong- is that there is still some hazard associated with their "green" line-up! (eye irritant, skin irritant, etc.) To me, real Green products are: all-natural, renewable, carry NO hazards to either users or the environment, are priced to compete in the marketplace and are NOT the result of "greenwashing" an older product line. Anything else is really only "mostly-green".
Hooray for Clorox! However, there are products that have been in the industry for over 20 years that surpass the industry "green" standards but many folks have not heard about or know about.
Inventek colloidal cleaners in Philadelphia has manufactured an all-natural (and I mean ALL natural-NO petroleum products at all) line of cleaners for over 20 years, but only industrial customers know about them. Soon, you will see these products on shelves in your area. These products carry a "zero" HMIS health hazard, and work better than the stuff we have traditionally used as consumers. One thing I did not see on the Clorox products is an MSDS and hazard rating. My bet-and I hope I am wrong- is that there is still some hazard associated with their "green" line-up! (eye irritant, skin irritant, etc.) To me, real Green products are: all-natural, renewable, carry NO hazards to either users or the environment, are priced to compete in the marketplace and are NOT the result of "greenwashing" an older product line. Anything else is really only "mostly-green".
Noone has replyed to my comment yet, so I will post it again.
Even thought the Green Works line is from Clorox, does this product actually disinfect?
What is really needed these days is some clear definition of what "green" is.
As far as I know, there is only company the has third party verification of all its "green" claims. This to me is the true test, not just a trust me, I think this is true.
I hope everyone checks out "Planet" brand products in a grocery or health food store near you.
I live in a rural area where green products just aren't available. I have to drive almost 2 hours away to find Seventh Generation products.
Although this new line of products isn't perfect, it is at least allowing people in rural areas to clean much more green than they normally would with regular cleaning products.
For those of you posting that cannot find Seventh Generation products......I hate to say this...but.. Amazon offers a great deal if you buy in bulk from their site. I got toilet paper and their fabric softener (which is heavenly) for comparable to Wallyworld prices. FYI :o)
For those of you posting that cannot find Seventh Generation products......I hate to say this...but.. Amazon offers a great deal if you buy in bulk from their site. I got toilet paper and their fabric softener (which is heavenly) for comparable to Wallyworld prices. FYI :o)
You can also order Method products online directly from their web page and do not need to buy in bulk.
Hey Sarah, I think that snide (but somewhat deserved) comment was directed at "Anonymous" quite obviously... Someone just wasn't paying nearly enough attention before jumping down your throat accidentally.
Cheers to real deal nature and anti-greenwashing b**tards.
Jeff Stevens,
No these products do not disinfect...it is practically impossible without containing pesticides. I use Melaleuca products and they have the first EPA approved botanical disinfectant...meaning no pesticides! It is awesome and no worries about hazardous gasses occurring when it is exposed to other chemicals! Clorox has even admitted that they cannot figure out a natural disinfectant yet. I find that hard to believe because there are many natural essential oils that are natural pesticide/disinfectants...but they are expensive to obtain and use and the rights cannot be held exclusive because they are all natural. Seems to be all about $ if you ask me. If they truly cared, they would find the solution...they just do not want to step on their own toes by providing a disinfectant alternative to BLEACH!
healthygreenandtoxinfree.com
I think that having a more responsible use of chemicals is a goal that we should all be striving for. The chemcial paradox is that all chemicals are toxic and everything is a chemical. The key is that it depends on quanitity. There are a lot of natural products that are very toxic to humans and the environment, and just because something is synthesized doesn't make it bad. The opportunity is to become educated about chemicals, their use and their ultimate impact. I don't think we all want to return to the stone age here so knowledge is going to help us as we move forward. I'm glad their are discussion boards like this that allow people to give their perspective.
While Clorox efforts are in the right direction, i still think they could do better since they are such a big company with so many resources. I use a cleaner called Enviro-One green cleaner that is 100% nontoxic and outperforms all of the "green cleaners" i have tried from my local market. Instead of relying on petro-chemicals, they use a technology called colloidal micelle chemistry to break down oil and dirt using only natural ingredients. Besides having to dilute it since it only comes in a concentrate, it is awesome.
The Clorox products are not disinfectants.
There is a definition difference between sanitizers and disinfectants. Sanitizers do not kill 100% of all microbes (bacteria, viruses, and fungi). To be classified as a disinfectant by the EPA, who must approved all commercial chemicals, the product must kill 100%.
Here is the Material Safety Data Sheet for one Green Works product:
http://www.thecloroxcompany.com/products/msds/greenworks/launchgreenworksapc1207.pdf
As you can see, green does not mean safe, and this product is not even a disinfectant.
For those interested in a safe, non-toxic disinfectant, check out this website.
www.puregreen24.com .
Also: http://www.purebio.com/about/corporate_overview
I noticed that the website address was incomplete when my comment was posted. Here is the Clorox website:
www.thecloroxcompany.com/products/msds/commercialsolutions/csgwbc10-07.pdf
I am glad to see that companies are starting to make greener products, but it is a shame that are really selling us "greener" products. Should this even be allowed to be sold as a green cleaner? What really makes a product "green"?
Here's a source of an up and coming provider of Eco friendly products getting RAVE reviews!
Enjoy...
http://www.winningbrandscorporation.com/
http://www.motherjones.com/blue_marble_blog/archives/2008/03/7804_sierra_club_boo.html
We should applaud Clorox for moving in the right direction whether their interest be monetary or planet conscious. Contrary to popular belief revolutions don’t happen over night and any step is a good one.
I have been searching for a safer toilet bowl cleaner, and making my own "green" version was not cutting it, even with frequent cleaning. I can get this stuff at my local super market, and as an alternative to traditional toilet bowl cleaners, I thinks it's reasonable. Method just came out with a toilet bowl cleaner, I'd like to give that a try, but will wait til it's sold locally. If more people, like me, see this product and give it a try, well, that's better than traditional cleaners, right? It's not perfect, but a little better.
I agree with most of the comments. I have heard several other eco friendly products mentioned but failed to hear about SHAKLEE. Their products are healthy child healthy world and green cerified,work better (in my opinion) then SG and others and have been around for over 50 years.I tried the new Clorox Green line and was not impressed. Whatever they are adding to give it a "fresh" scent is toxic! not to mention smells terrible. Shaklee has been economical and effective and I order it online so I don't have to travel to get it.I don't use anything else!
Lisa
THE TRUTH ...LAZY CHEMISTRY
Clorox Green 99% natural.. but the 1% is a real killer... Kathon forms into a Formaldehyde, and it's the Formaldehyde that acts as the preservative, the California Air Resources Board determines that Formaldehyde at 20 part per Billion is a health risk let alone at the approximately .5 percent that Clorox utilizes.
Formaldehyde
And APG's or alkyl polygylcocides surfactants Have been in the Green Chemists arsenal for over 20 years.... the problem still remains with APG's .."they are only marginally effective." as for removing soils. The are more effective technologies available. It's unfortunate that either the clorox chemists or 7th Gen's Chemist with a back round in Pesticides either won't are aren't able to Go truly green...and natural with more modern Formulations.
Seventh Generation ...Also utilizes a Formaldehyde forming Preservative. and extensively use APG's as a primary surfactant....Further to the 7th Gen dirty laundry (no pun intended) They are using an Ethoxylate in their laundry that has up to 10 part per million of 1-4 dioxin
THE TRUTH ...LAZY CHEMISTRY
Clorox Green 99% natural.. but the 1% is a real killer... Kathon forms into a Formaldehyde, it's the Formaldehyde that acts as the preservative, the California Air Resources Board determines that Formaldehyde at 20 part per Billion is a health risk let alone at the approximate .5 percent that Clorox utilizes.
Kathon.
And APG's or alkyl polygylcocides surfactants Have been