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February 21, 2013
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News and information on the cleaning products industry

  Business Update 
  • Wisk looks to put the Web in a "state of detergency"
    Wisk is running a series of online-only videos and interactive ads by MDC Partners' Union in Toronto that aim to convince consumers that even clothes that appear clean can be tainted with invisible sweat and body oil. The campaign is an attempt to leverage the Web to level the playing field with Tide, the market leader, which spends $107.6 million on marketing to Wisk's $3 million. An actor plays a filmmaker at the center of the ads, shot in documentary-style, declaring "a state of detergency" and asking "what about the stains that you can't see?" The New York Times (tiered subscription model) (2/14) LinkedInFacebookTwitterEmail this Story
  • Amway CMO Candace Matthews on marketing like a CPG brand
    Coca-Cola and L'Oreal veteran Candace Matthews is the chief marketing officer behind the recent success of direct seller Amway. The company's sales rose 4% last year to $12.3 billion, keeping the Alticor company on the torrid pace that helped it surpass Avon as the top direct seller in 2011. Matthews attributes that success to understanding "the role marketing plays in our direct-selling context. It was not to change Amway into a [consumer packaged goods] company, [but] bring the disciplines of a CPG company to our business model," she says in this interview. Advertising Age (tiered subscription model) (2/18) LinkedInFacebookTwitterEmail this Story
  • Is America the next "emerging market"?
    Procter & Gamble is among multinational companies that expect growth potential not only from the developing world, but also in the U.S. L'Oreal Chairman and CEO Jean Paul Agon called the U.S. an "emerging market" after the company posted more than 7% growth in North American sales in each of the last two quarters of 2012. "Some marketers are turning attention back to the U.S. because they've underinvested here or are responding to increased competition," Jack Neff writes. Advertising Age (tiered subscription model) (2/18) LinkedInFacebookTwitterEmail this Story
  • Other News
Do Your Employees Put the Company First?
This new tool measures a firm's "stewardship climate," from Kellogg School of Management Professor Justin Craig.
  Science and Policy 
  • Lautenberg announcement increases urgency of TSCA legislation
    Sen. Frank Lautenberg, D-N.J., is retiring after 2014 but says he will reintroduce a bill to reform the Toxic Substances Control Act before he leaves office. The American Cleaning Institute says it "remains very focused on achieving the goal of a robust and credible federal chemical management program. We expect that effort to continue within industry and certainly on Capitol Hill." (subscription required) (2/15) LinkedInFacebookTwitterEmail this Story
  • States eye tighter chemical regulations
    Numerous states have proposed legislation to assert more control over commercial chemicals in consumer products, as the Environmental Protection Agency has neared the limits of its powers under the Toxic Substances Control Act, writes Cheryl Hogue. One trend of concern to industry is proposals to "create lists of chemicals of high concern," where alternatives would be mandated when available. Chemical & Engineering News (subscription required) (2/18) LinkedInFacebookTwitterEmail this Story
  • Other News
  ACI News 
  • Manufacturers of fragranced products reaffirm product and ingredient safety
    Cleaning product and fragrance makers strongly stand behind the safety of their products and completely reject misrepresentations made by a pressure group about fragrance ingredient safety. The American Cleaning Institute, Consumer Specialty Products Association, and International Fragrance Association North America refute claims made in a new report that promotes false fears about how fragrances are used in everyday cleaning and personal care products. Read their news release. LinkedInFacebookTwitterEmail this Story
  • Cleaning up unappetizing food stains
    While your casserole may smell delicious while it's baking, there's nothing appetizing about the cleanup of baked-on or burnt foods stuck to a dish or pan. Not to worry. ACI has solutions for that and other dishwashing problems in the ACI website "Clean Living" section. LinkedInFacebookTwitterEmail this Story
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We must travel in the direction of our fear."
--John Berryman,
American poet and scholar

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