Word: barnette
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...Barnett's vision?that being green would feel good and earn him a whole lot of green?is symbolic of a marketplace revolution, says Yale's Daniel Esty, the co-author of Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage. CEOS are "falling over one another," Esty says, to address climate change within their companies, while billions of venture-capital dollars are being poured into technological solutions for the planet's environmental woes. "And then you have Shaklee, with a 50-year history of doing this," says Esty, who believes...
...biggest moves Barnett has made at Shaklee is completely redesigning all his products' packaging, which has transformed the household-cleaning line from something you'd expect to find at Grandma's to something many young hipsters (a market Barnett knows he must attract) would be proud to show on their shelves. Barnett had his San Francisco design firm's team discard two completed designs before deciding on a third, one he felt was the perfect science-meets-nature theme for every Shaklee line. The new dishwasher-powder label shows a stack of plates lined up next to leaf fronds...
...Barnett has been working hard on the other two. Knowing what Hollywood did for Toyota's Prius, Shaklee's publicity team has set up tables at the Emmy Awards and plans the same for the Oscars. Barnett has joined the board of the celebrity-heavy Environmental Media Association (EMA), which is a nonprofit Shaklee distributor (every purchase earns the EMA a donation). And those parties Sloan Barnett threw? They were attended by people with last names like Rockefeller, Seinfeld and Trump...
...reason why we did these home parties was not to increase sales," says Roger Barnett. "The company's big enough that those individual sales aren't impactful. But we felt an obligation to our friends to share it with them, and they're all thanking us." But didn't Sloan's printed invitations mention that the New York Times might cover the event? Roger laughs. "And we got the New York Times to cover it. That's good...
...secret to many people, perhaps because the company buys no advertising and its products cannot be found in supermarkets. According to the Kline Group, 89% of cleaning products sold last year in the U.S. were bought in food stores and from mass merchandisers. So why on earth hasn't Barnett moved away from the Mary Kay model and put Shaklee on the shelves...