Word: caldrea
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Dates: during 2000-2009
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Monica Nassif, 47, was just a nose behind her in creating the Caldrea Co., based in Minneapolis, Minn. For years Nassif had shielded herself from the strong smell of common cleaning products by wrapping them in plastic bags as soon as she bought them and lighting fragrant candles in her home after cleaning. "Then," she says, "it just dawned on me: Why can't you have consistent fragrances running through an entire home-cleaning product line? Why can't a consumer love to buy a cleaning product instead of settling for whatever is on the supermarket shelf...
...late 1999 Nassif launched the Caldrea line of cleansers, with multilayered fragrances like lavender-pine and green tea--patchouli. A little over a year later, she added the Mrs. Meyer's clean day brand, which features single-note aromas. (Mrs. Meyer is the real name of her thrifty, no-nonsense mother.) The products are sold mostly at specialty shops like the Container Store, high-end grocery stores like Whole Foods Market and other upscale locales. Nassif's company also produces the Essential Oil Collection of cleaning products for the catalog retailer Williams-Sonoma. Overall company revenue has doubled annually...
...retreat. Consumers can choose among scrubs that smell like green-tea patchouli, citrus-mint ilang-ilang or basil lemon verbena. For the most part, the earth-friendly cleansers are "plant derived," meaning they don't contain man-made substances like ammonia. Degreasers by the manufacturer Caldrea get their punch from birch. In price, the products can't compare with Palmolive's, but they won't bust your wallet: Williams-Sonoma dishwashing soaps cost...
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