Word: naturale
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Sarah Gallop likes her clothing made of natural fabrics, house paints free of toxins and biocides, appliances efficient and home products eco-friendly. "My bottom line is my health," says the interior-design consultant, who lives in Santa Monica, Calif. But Gallop, 24, admits to coming up short in one...
This is the opportunity that Clorox Co. hopes to exploit with a natural cleaning line called Green Works, featuring products that it proclaims are biodegradable, are nonallergenic, are not tested on animals and--befitting a company whose name is synonymous with bleach--really give dirt a run for its money...
As for consumers, it all depends on your shade of green. Peiros acknowledges that Clorox's daring "to mainstream the idea of natural cleaners" has fueled a healthy amount of skepticism among consumers all too aware that Green Works was sired by a company that sells carbon-releasing Kingsford charcoal...
Peiros doesn't whitewash such public scrutiny, but he believes if the market wants green, there's no reason a trusted brand like Clorox can't provide it. "We're doing something that we think is the right thing for the business and society, and we'd love to be...
Michal Ann Strahilevitz, a professor of marketing at Golden Gate University in San Francisco who researches consumer interest in green, thinks Clorox's pursuing its core customer base--rather than trying to convert loyalists of other natural brands--is the smarter strategy. "Consumers come in different shades of green," she...