English - The Clorox Company

PRODUCTS
Mainstreaming Natural Products
Defining
Natural & Green
As one of the world’s leading natural
personal care brands, the Burt’s Bees ®
brand frequently found itself having to
explain what’s natural and what’s not.
Our research prior to the launch of
the Green Works ® line showed similar
confusion among consumers about the
true meaning of “natural” and “green”
product labeling.
These insights prompted us to be extremely
clear that Green Works ® products are derived from
plant-based, readily biodegradeable cleaning ingredients.
Green Works ® products are also recognized
by the Environmental Product Agency’s Design
for the Environment (DfE) program and carry the
DfE logo, which demonstrates that Green Works ®
products meet the program’s stringent criteria for
human and environmental health.
The Burt’s Bees ® brand has also addressed the
problem of label confusion by joining with other
natural personal care companies and the Natural
Products Association to develop standards regarding
which ingredients can and cannot be considered
natural, and ultimately, whether or not a product
can be labeled as natural. As part of this process,
the Natural Seal was developed to provide readily
identifiable certification on product packaging for
consumers. In order to meet the seal’s criteria,
products labeled as natural must be:
• Natural: Made of natural ingredients and
manufactured to maintain ingredient purity.
• Safe: Avoid any ingredient that research shows
may have a suspected human health risk.
• Responsible: Use no animal testing in
its development.
• Sustainable: Use biodegradable ingredients and
the most environmentally sensitive packaging.
Fast forward 26 years later and the Burt’s Bees ® brand
is the leading natural personal care brand in the
U.S. and growing rapidly in two dozen countries
around the world. Clorox acquired the brand in 2007.
Its original, iconic lip balm product is now joined by
more than 100 other natural products ranging from
skin moisturizers and shampoo to recently introduced
acne solutions and toothpaste.
Like the Green Works ® brand, the growth of the
Burt’s Bees ® brand has tracked closely with consumers’
growing desire to provide safe and natural products for
their families. From its humble origins, Burt’s Bees ®
products can now be purchased in specialty and mass
retail locations in the U.S. and abroad.
Today, the Burt’s Bees ® and Green Works ® brands are
providing natural, effective and appropriately priced
products that are winning with consumers. These brands
are also providing Clorox with a strong base from which
to further develop awareness and acceptance of natural
products in traditional retail channels and among
mainstream consumers. From our perspective, this is
the perfection intersection of social responsibility and
business opportunity and we will pursue both with
equal enthusiasm.
28 The Clorox Company | 2010 CRR