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Clorox Puts Ingredient Lists in the Palm of Consumers’ Hands

Clorox has launched a smartphone application to help consumers look up the ingredients of its household and commercial products.

The Clorox Ingredients Inside App and mobile website are an extension of the company’s Ingredients Inside program, which in February 2010 began publishing ingredients lists for hundreds of the company’s products on its website. Clorox says the initiative makes it the first consumer packaged goods company to launch a smartphone application for ingredient disclosure.

With the app, customers can scan a UPC code to get information about the product’s ingredients. The app is currently available to iPhone users and can be found in the iPhone App Store by typing in “Clorox ingredients.” It will be made available for other mobile devices soon, the company says.

In addition, a new mobile website (http://i.clx.com), which is available for all mobile platforms, gives on-the-go access to the Ingredients Inside program by offering content and functionality optimized for mobile device use.

The app and website can be used to find ingredients of all Clorox disinfecting, cleaning or laundry products in the U.S. and Canada.

Clorox chairman and CEO Don Knauss said that mobile computing is creating a shift in how consumers access the information that helps them make purchasing decisions. In a recent Clorox survey of 1,006 adults, fielded by ORC International, 62 percent said they believe it’s important to know what goes into their household cleaning products, and 60 percent who own smartphones say a mobile app would make them more likely to read a household cleaning product’s ingredient information.

Last February, Clorox laid claim to be the first company in its industry to disclose preservatives and dyes in all U.S. and Canadian cleaning, disinfecting and laundry products. The Ingredients Inside program now also features an application programming interface (API) that allows developers working on product ingredient programs to easily access the company’s ingredient data.

The program also outlines the company’s product stewardship principles and practices, providing information on safety processes and guidelines on how the company screens ingredients.

Clorox requests all of its fragrance suppliers in the U.S. and Canada follow a series of ingredients guidelines for any new fragrance the company purchases. In addition to complying with industry standards from the International Fragrance Association (IFRA) and Research Institute for Fragrance Materials (RIFM), fragrances must not contain alkylphenol (APs) or alkylphenol ethoxylates (APEs), including, but not limited to, octylphenol ethoxylates and nonylphenol ethoxylates; musk ambrette; musk xylol; polycyclic musks; diacetyl and phthalates (such as DEP, BBP, DBP, DiBP, DPP, or DEHP).

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2 thoughts on “Clorox Puts Ingredient Lists in the Palm of Consumers’ Hands

  1. Kudos to Clorox for full disclosure on it’s website but a big concurrent Klunker for not posting a complete ingredient list on each and every packaging. There still is a great many consumers who cannot afford computer access and they deserve access to a basic amount of information that still eludes them on cleaning products and other products of this ilk.

  2. Wow. While its nice that they are disclosing what is in their products, it could be scary for us to see what is really in them. As far as the mobile app, I wonder if people are really using it, and also about the liabilities involved, if they reveal what is in some product, and it turns out not to be true? or if the data is somehow presented incorrrectly in the mobile app?

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