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Clorox

The Clorox Company (formerly Clorox Chemical Company) is an American global manufacturer and marketer of consumer and professional products.[12] As of 2020 the Oakland, California-based company had approximately 8,800 employees worldwide. Net sales for the 2020 fiscal year were US$6.7 billion. Ranked annually since 2000, Clorox was named number 474 on Fortune magazine's 2020 Fortune 500 list.

Formerly

  • Electro-Alkaline Company (1913–1928)
  • Clorox Chemical Company (1928–1957)

May 3, 1913 (1913-05-03)

  • Archibald Taft
  • Edward Hughes
  • Charles Husband
  • Rufus Myers
  • William Hussey

Clorox Building,

Oakland, California
,
U.S.

Worldwide

Linda Rendle
(CEO)

  • Cleaning supplies
  • bags and wrap
  • foods, personal care
  • water filtration
  • grilling
  • pet care supplies

Decrease US$7.1 billion[1] (2022)

Decrease US$750 million[1] (2022)

Decrease US$462 million[1] (2022)

Decrease US6.2 billion[1] (2022)

Decrease US$729 million[1] (2022)

Steady 9,000[2] (2022)

Clorox products are sold primarily through mass merchandisers, retail outlets, e-commerce channels, distributors, and medical supply providers.[13] Clorox brands include its namesake bleach and cleaning products as well as Burt's Bees, Formula 409, Glad, Hidden Valley, Kingsford, Kitchen Bouquet, KC Masterpiece, Liquid-Plumr, Brita (in the Americas), Mistolin, Pine-Sol, Poett, Green Works Cleaning Products, Soy Vay,[14][15] RenewLife,[16] Rainbow Light, Natural Vitality, Neocell,[17] Tilex, S.O.S., and Fresh Step, Scoop Away, and Ever Clean pet products.[14][15]

History[edit]

1913–1927[edit]

The Electro-Alkaline Company[18] was founded on May 3, 1913, as the first commercial-scale liquid bleach manufacturer in the United States. Archibald Taft, a banker; Edward Hughes, a purveyor of wood and coal; Charles Husband, a bookkeeper; Rufus Myers, a lawyer; and William Hussey, a miner, each invested $100 to set up a factory on the east side of San Francisco Bay.[18] The name of its original product, Clorox, was coined as a portmanteau of its two main ingredients, chlorine and sodium hydroxide. The original Clorox packaging featured a diamond-shaped logo, which has been used in one form or another in Clorox branding ever since.

water filtration systems (Americas only)[14][42]

Brita

natural cosmetics and personal care products[14]

Burt's Bees

Clorinda: bleach and cleaning and disinfection products, alternative brand of Clorox Chile

[14]

hard surface cleaners[14]

Formula 409

Fresh Step, Scoop Away and Ever Clean [14]

cat litters

storage bags, trash bags, Press'n Seal, GladWare containers (joint venture with P&G as 20% minority shareholder)[14]

Glad

Green Works natural cleaners

[14]

Handy Andy floor cleaners in Australia

[43]

Hidden Valley dressings, sandwich spreads and condiments, dips and dressing mixes, croutons and salad toppings, side dishes and appetizers

[14]

charcoal[14]

Kingsford

KC Masterpiece, and Soy Vay sauces[14]

Kitchen Bouquet

heavy-duty laundry / multipurpose Cleaner[14]

Lestoil

drain cleaner[14]

Liquid-Plumr

Natural Vitality

[17]

Neocell dietary supplements

[17]

Tilex, Poett and S.O.S cleaning products[14]

Pine-Sol

Rainbow Light

[17]

Renew Life digestive health products

[16]

The Clorox Company currently owns a number of well-known household and professional brands across a wide variety of products, among them are the following:


The ingredients in Clorox bleach are water, sodium hypochlorite, sodium chloride, sodium carbonate, sodium chlorate, sodium hydroxide and sodium polyacrylate.[44]


For historical reasons, and in certain markets, the company's bleach products are sold under regional brands. In 2006, Clorox acquired the Javex line of bleach products in Canada, and similar product lines in parts of Latin and South America, from Colgate-Palmolive.[45]

Marketing[edit]

Advertising campaigns[edit]

In 1986, the advertising campaign for Clorox 2 featured an award-winning jingle, "Mama's Got The Magic of Clorox 2". The song was written by Dan Williams and performed by Dobie Gray.[53][54][55]


The company was listed at Advertising Age's 2015 Marketer A-List.[56][57]

Allegations of sexist marketing[edit]

During 2006 and 2007, a Clorox commercial that aired nationally showed several generations of women doing laundry. The commercial included the words "Your mother, your grandmother, her mother, they all did the laundry, maybe even a man or two". Feminists criticized the commercial for insinuating that doing laundry is a job for women only.[58][59]


The Clorox slogan, "Mama's got the magic of Clorox", was criticized on similar grounds.[60] The slogan first appeared in a Clorox commercial in 1986.[61] A modified version of the commercial ran from 2002 to 2004.[62]


In 2009, Clorox received complaints of sexism for an advertisement that featured a man's white, lipstick-stained dress shirt with the caption, "Clorox. Getting ad guys out of hot water for generations".[63] The ad, and others, were produced expressly for the television program Mad Men, capitalizing on "the show's unique vintage style to [create] a link between classic and modern consumer behaviors".[64]

List of companies based in Oakland, California

: corporate website

TheCloroxCompany.com

: consumer products website

Clorox.com

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