Clorox Company (formerly
Clorox Chemical Co.), based in Oakland,
California, is an American worldwide manufacturer and marketer of
consumer and professional products with approximately 8,100
employees worldwide as of June 30, 2017. The company’s fiscal
year 2017 net sales were $6.0 billion, which ranked the company at
#453 on Fortune’s 2017
Fortune 500 list.
Clorox products are sold primarily through mass merchandisers, retail
outlets, e-commerce channels, distributors and medical supply
Clorox brands include its namesake bleach and cleaning
products, as well as
Brita (Americas only), Burt's Bees, Formula 409,
Glad, Hidden Valley, Kingsford, Kitchen Bouquet, KC Masterpiece,
Liquid-Plumr, Mistolin, Pine-Sol, Poett, Soy Vay,
RenewLife, Tilex, S.O.S., and Fresh Step, Scoop Away and Ever
Clean cat litters.
In 2008, The
Clorox Company became the first major consumer packaged
goods company to develop and nationally launch a green cleaning line,
Green Works, into the mainstream cleaning aisle.
3 Corporate responsibility
Advertising campaigns and awards
4.2 Allegations of sexist marketing
4.3 Reactions to product claims
5 See also
7 External links
The product and the company date back to May 3, 1913, when five
entrepreneurs, 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, invested $100 each to set up the first
commercial-scale liquid bleach factory in the United States, on the
east side of
San Francisco Bay. The firm was first called the
Electro-Alkaline Company. The name of its original bleach product,
Clorox, was coined as a portmanteau of chlorine and sodium hydroxide,
the two main ingredients. The original
Clorox packaging featured a
diamond-shaped logo, and the diamond shape has persisted in one form
or another in
Clorox branding to the present.
Clorox bleach from a 1922 newspaper ad.
The public, however, didn't know very much about liquid bleach when
Clorox bleach debuted. Although the Electro-Alkaline Company started
slowly and was about to collapse quickly, it would not be until 1916
when investor William Murray took over the company as general manager.
His wife, Annie Murray, prompted the creation of a less-concentrated
liquid bleach for home use, she built customer demand by giving away
15-ounce sample bottles at the family's grocery store in downtown
Oakland. Not long after, word began to spread and, in 1917, the
Electro-Alkaline Company began shipping
Clorox bleach to the East
Coast via the Panama Canal.
On May 28, 1928, the company went public on the
San Francisco stock
exchange and changed its name to the
Clorox Chemical Co. Butch, an
Clorox liquid bleach bottle, was used in advertising and
became well-known, even surviving the 1941 transition from
rubber-stoppered bottles to screw-off caps.
Clorox Chemical Company was strong enough to survive the Great
Depression throughout the 1930s, achieving national distribution of
Clorox bleach in the process, but during World War II, even though
Clorox bleach proved useful as a first aid product for American armed
forces, one of the bleach's ingredients was being rationed, as, under
U.S. government orders, chlorine gas shortages forced many bleach
manufacturers to reduce the concentration of sodium hypochlorite in
their products, thus diluting them with water. Clorox, however,
declined and elected to sell fewer units of a full-strength product,
establishing a reputation for quality.
Clorox was purchased by Procter & Gamble, which renamed
its new subsidiary "The
Clorox Company." Almost immediately, a rival
company objected to the purchase, and it was challenged by the Federal
Trade Commission, which feared it would stifle competition in the
household products market. The FTC won in 1967 after a 10-year battle,
in which the U.S. Supreme Court ruled that P&G must divest The
Clorox Company, and on January 1, 1969,
Clorox became independent
Throughout the 1970s and 1980s,
Clorox pursued an aggressive expansion
program in which it attempted to establish itself as a major
diversified consumer products conglomerate, like P&G. In 1970,
Clorox 2 all-fabric bleach. Later on, in that
period, it acquired a number of brands that remain a part of their
portfolio today, including Formula 409, Liquid-Plumr, Kingsford
charcoal and developed cleaning products such as
Tilex instant mildew
remover. It even acquired a ranch dressing that was still new to
the market, which was known as "Hidden Valley."
Clorox struck a licensing-and-distribution agreement that
Brita water filters to the U.S. The company acquired sole
control of the brand for the U.S. and
Canada in 1995 when it acquired
Brita International Holdings (Canada). In 2000 it secured the
remaining Americas market from Brita.
Clorox purchased Pine-Sol.
Clorox acquired First Brands, the former consumer products
division of Union Carbide, in the largest transaction in its history.
Such brands as Glad, Handi-Wipes (which First Brands acquired from
Colgate-Palmolive several months before the
Clorox acquisition) and
STP became part of the
Clorox portfolio. The First Brands acquisition
doubled the size of the company and helped it land on the Fortune 500
for the first time the following year.
During the next decade, the company focused on consumer megatrends
that included sustainability, health and wellness, multicultural, and
affordability/value. In 2002,
Clorox entered into a joint venture
with Procter & Gamble to create food and trash bags, food wraps,
and containers under the names Glad, GladWare and related
trademarks. As part of this agreement,
Clorox sold a 10% stake in
the Glad products to P&G, which increased to 20% in 2005.
In 2007, the company acquired Burt’s Bees. The next year, it
became the first U.S. marketer to develop and nationally launch a
natural cleaning line, Green Works, into the mainstream cleaning
aisle. In 2010,
Clorox shed businesses that were no longer a good
strategic fit for the company, announcing that it was selling the
Armor All and STP brands to Avista Capital Partners. In 2011,
Clorox acquired the Aplicare and HealthLink brands, bolstering its
presence in the healthcare industry. Operating income in 2017 was
US$1.1 billion. With approximately 8,100 employees worldwide as of
June 30, 2017, yearly revenue for the period ending June 30, 2017,
equaled $6.0 billion, which ranked the company at #453 on the
Clorox purchased "Nutranext Business, LLC." for approximately
$700million. Florida-based Nutranext makes natural multivitamins,
specialty minerals used as health aids, and supplements for hair, skin
Clorox logo for consumer-facing brands (not to be confused with the
Clorox Company currently owns a number of well-known household and
professional brands across a wide variety of products, among them:
Brita water filtration systems (Americas only)
Burt's Bees natural cosmetics and personal care products
Fresh Step, Scoop Away and Ever Clean cat litters
Formula 409 hard surface cleaners
Glad storage bags, trash bags, Press'n Seal, GladWare containers
(joint venture with P&G as 20% minority shareholder)
Hidden Valley dressings, sandwich spreads and condiments, dips and
dressing mixes, croutons and salad toppin's, side dishes and
Green Works natural cleaners
Kitchen Bouquet, KC Masterpiece, and Soy Vay sauces
Lestoil heavy-duty laundry / multipurpose Cleaner
Liquid-Plumr drain cleaner
Pine-Sol, Tilex, and S.O.S cleaning products
Renew Life digestive health products
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.
Clorox's net sales (2013–2015)
US dollars (in millions)
Sometimes confused with chlorine bleach, household bleach has a
completely different chemistry. Household bleach is a
chemically-combined oxidizing agent that is used to remove or lighten
Clorox bleach is derived from sodium chloride – common table
Clorox produces household bleach by bubbling chlorine into a
solution of water and sodium hydroxide. During this process, the
chlorine is converted to a sodium hypochlorite solution. The
Clorox bleach are water, sodium hypochlorite (used to
whiten and kill bacteria), sodium chloride, sodium carbonate (removes
alcohol and grease stains), sodium chlorate, sodium hydroxide (removes
soils that are fatty, oily, or acidic), and sodium polyacrylate.
In 2011, the
Clorox Company became an early adopter of a corporate
trend to integrate corporate social responsibility (CSR) reporting
with financial reporting.[better source needed] The
company’s annual report for the fiscal year ending in June 2011
shared data on financial performance as well as advances in
environmental, social and governance performance. In 2015, the
company became a signatory of the United Nations Global Compact, a
large corporate responsibility initiative.
Advertising campaigns and awards
Clorox “Bleachable Moments,” a national television ad
campaign targeted to young adults, garnered silver and bronze Clio
awards for DDB San Francisco, the agency that produced the ads.
Another ad produced by DDB in 2012, a suggestive Liquid Plumr spot
titled “Double Impact,” was named
Advertising Age’s Viral Video
of the Year in the :60 spot category. The company was listed
Advertising Age's 2015 Marketer A-List. The Burt’s Bees
brand was ranked as one of the most authentic brands by U.S.
consumers, according to Cohn & Wolfe’s fifth annual Authentic
In 2017 the company’s
Clorox brand launched an ad campaign to
“establish a higher purpose for our brand,” by championing a
“cleaner world where people thrive.” Also in 2017, the
company’s Burt’s Bees brand announced its biggest product launch
in the beauty category through the “I Am Not Synthetic”
Allegations of sexist marketing
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.
Clorox slogan, "Mama's got the magic of Clorox," was criticized on
similar grounds. The slogan first appeared in a
in 1986. A modified version of the commercial ran from 2002 to
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." 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
Reactions to product claims
In 2008, the
Sierra Club endorsed the
Clorox Green Works line. Sierra
Club Executive Director Carl Pope stated that one of non-profit
organization's "primary goals is to foster vibrant, healthy
communities with clean water and air that are free from pollution.
Products like Green Works help to achieve this goal in the home.”
Sierra Club also partnered with
Clorox “to promote a line of
natural cleaning products for consumers who are moving toward a
greener lifestyle." The partnership "caused schisms" in the club,
which contributed in part to Pope's decision to resign.
Also in 2008, the National
Advertising Division told
Clorox to either
discontinue or modify its advertisements for Green Works on the
grounds the cleaners actually do not work as well as traditional
Clorox had claimed.
Clorox received further criticism for its
Clorox Green Works
line, regarding claims the products are environmentally friendly.
Clorox Green Works products contain ethanol, which
environmental groups state is neither cost-effective nor
eco-friendly. Many Green Works products also contain sodium lauryl
sulfate, a known skin irritant.
Women's Voices for the Earth have
questioned whether or not the
Clorox Green Works line is greenwashing,
as Clorox's "green" products are far outnumbered by their traditional
products, asking "Why sell one set of products that have hazardous
ingredients and others that don't?"
San Francisco Bay
San Francisco Bay Area portal
List of American companies
List of companies based in Oakland, California
^ a b "The
Clorox Company Profile". Yahoo Finance. Retrieved
^ Dulaney, Chelsey (May 15, 2015). "Former
Clorox CEO Knauss Leaving
Executive Chairman Post". Wall Street Journal. Retrieved
^ a b "
Clorox shuffles boardroom as CEO adds chairman's role" - San
Francisco Business Times (August 4, 2016) - accessed 18 April 2017
^ Avalos, George (September 18, 2014). "
Clorox names Dorer as new
CEO". San Josey Mercury News. Retrieved 2015-12-30.
^ "Clorox's Vlahos and Willoughby Named to EVP-COO Roles". Clorox
Company Press Release. September 23, 2014. Retrieved 2015-12-30.
^ Dulaney, Chelsey. "Former
Clorox CEO Knauss Leaving Executive
Chairman Post". Wall Street Journal. Wall Street Journal. Retrieved 18
^ a b c d e f g h i j k http://www.nasdaq.com/symbol/clx/stock-report
on June 30, 2017
^ a b c d "CLX Company Financials". Nasdaq. Nasdaq. Retrieved 18 April
^ a b c d "
Clorox Company (The) Stock Report". Nasdaq. Nasdaq.
Retrieved 18 April 2017.
^ a b "Consolidated Statement of Earnings, The
Clorox Company". Yahoo
Finance. December 4, 2014. Retrieved 16 December 2014.
^ a b "
Fortune 500 Companies 2017: Who Made the List". Fortune.
Retrieved 7 April 2018.
^ a b "2016 Fortune 500". Fortune Magazine. December 2016. Retrieved
Clorox Company (The) Stock Report". NASDAQ.com. Retrieved 28
^ a b c d e f g h i j k l m n "Our Brands". The
Retrieved 28 February 2014.
^ a b Morgan, Penny. "How Is
Clorox Improving Product Distribution?".
Market Realist. Market Realist. Retrieved 18 April 2017.
^ a b Wahba, Phil. "
Clorox Wants to
Help Clean Up Your Digestion".
Fortune. Fortune. Retrieved 18 April 2017.
^ a b DeBare, Ilana (14 January 2008). "
Clorox introduces green line
of cleaning products". SFGate.com. Retrieved 28 February 2014.
^ a b
Clorox company history, page 1 Archived 2010-12-03 at the
^ "Timeline - The
Clorox Company". thecloroxcompany.com. 2 August
2016. Retrieved 7 April 2018.
^ a b
Clorox company history, page 3 Archived 2010-11-18 at the
^ a b c d "The
Clorox Company Heritage Timeline". The
Retrieved 22 February 2014.
Brita Business In Americas", HomeWorld Business.
November 27, 2000.
Clorox Identifies Four Mega Trends For Hispanic Consumers". The
Shelby Report. Retrieved 22 February 2014.
Clorox and P&G Plan Joint Venture for Glad Products". New York
Times. 15 November 2002. Retrieved 22 February 2014.
Clorox and Procter & Gamble Announce Increased P&G
Investment in Glad Products Joint Venture". The
Retrieved 22 February 2014.
Clorox To Pay $950 Million For Burt's Bees". Environmental Leader.
Retrieved 22 February 2014.
^ Coleman-Lochner, Lauren (21 September 2010). "
Clorox to Sell
Auto-Care Businesses for $780 Million,". Bloomberg News. Retrieved 22
^ Brown, Steven E.F. "fortunefive" "
Clorox buys Aplicare and
HealthLink for about $80 million".
Clorox Announces Agreement to Acquire Nutranext, a Leader in
Dietary Supplements - The
Clorox Company". thecloroxcompany.com. 9
November 2017. Retrieved 7 April 2018.
^ Carr, Coeli (20 May 2010). "Pouring It On". Time.com. Retrieved 26
Clorox press release Archived 2007-12-05 at the Wayback Machine.,
December 20, 2006
Clorox Income Statement". Yahoo Finance. June 30, 2015. Retrieved
^ "The Facts About Bleach". factsaboutbleach.com. Retrieved 26
^ "Ingredients Inside". The
Clorox Company. Retrieved 26 February
^ Herrera, Tilde. "
Clorox Becomes Latest Firm to Adopt Integrated
Sustainability Reporting". GreenBiz.com. Retrieved 21 February
Clorox Company". United Nations Global Compact. 2015. Retrieved
^ "CLIO Award:
Clorox – "Daddy" – DDB California". AdForum.com.
Retrieved 21 February 2014.
Advertising Age Viral Video Awards". DDBNorthAmerica.com. Retrieved
21 February 2014.
^ "Ad Age's 2015 Marketer A-List". Ad Age. Ad Age. Retrieved 18 April
^ Neff, Jack. "
Clorox Starts Agency Review That Could Consolidate
Lead, Digital Duties". Ad Age. Ad Age. Retrieved 18 April 2017.
^ Technology Brands Ranked Most Authentic By New Study, The Holmes
Report, Oct. 16, 2017
Clorox Aims for a Deeper Clean, and a Higher Purpose, in FCB’s
Striking New Brand Campaign, Adweek, Sept. 25, 2017
^ Burt’s Bees launches new beauty line with an emphasis on natural
ingredients in ‘I Am Not Synthetic’ campaign, The Drum, Oct. 17,
^ Wallace, Kelsey (August 31, 2009). "Mad Men's Portrayal of Sexism
Seeps Unironically into its Commercial Breaks". Bitch magazine.
Retrieved February 5, 2010.
^ "Clorox's history of women's unwaged labor". Feministing. Retrieved
November 8, 2010.
^ If Women Ruled the World: How to Create the World We Want to Live
In. New World Library. p. 65. ISBN 978-1-930722-36-1.
Retrieved February 4, 2010.
Clorox 2 (1986)". ILoveTVCommercials.com. Retrieved 21 February
Clorox Automatic Toilet Bowl Cleaner Commercial – February 11,
2002". YouTube.com. Retrieved 21 February 2014.
^ Wright, Jennifer (September 28, 2009). "
Clorox "Mad Men" Ads Miss
The Target". Brandchannel.com. Retrieved February 5, 2010.
^ DeClemente, Donna. "
Mad Men inspires brands to create some stylish
ad campaigns to help kick-off season 3,". Donna’s Promo Talk.
Retrieved 21 February 2014.
^ "Some in
Sierra Club feel sullied by
Clorox deal". NBCNews.com.
Retrieved 21 February 2014.
^ Sahagun, Louis. "
Sierra Club leader departs amid discontent over
group's direction". Los Angeles Times. Retrieved 21 February
^ "NAD Tells
Clorox to Clean Up Ads". Environmentalleader.com. August
17, 2008. Retrieved February 5, 2010.
^ a b c Tennery, Amy (April 22, 2009). "4 'green' claims to be wary
of". MSN. Retrieved February 5, 2010.
^ DeBare, Ilana (January 14, 2008). "
Clorox introduces green line of
cleaning products". SFGate.com. Retrieved February 5, 2010.
Clorox Company website
Clorox consumer products website−portal
Business data for Clorox: Google Finance
Wikimedia Commons has media related to
Products and subsidiaries
S.O.S Soap Pad
The Glad Products Company
Port of Oakland
List of companies
California College of the Arts
Holy Names University
Samuel Merritt University
Primary and secondary education
Coliseum College Prep Academy
Oakland Technical High
American Indian Model Schools
Bishop O'Dowd High School
The College Preparatory School
Oakland School for the Arts
St. Elizabeth High School
Oakland Railroad Company
Oakland Army Base
Naval Supply Depot
Black Panther Party
1989 Loma Prieta earthquake
Oakland firestorm of 1991
Oscar Grant shooting
Oakland Police shootings
Your Black Muslim Bakery
2016 warehouse fire
Golden State Warriors
San Francisco–Oakland Bay Bridge
Posey and Webster Street Tubes
Cypress Street Viaduct
Oakland – Jack London Square station
Oakland International Airport
Eastmont Transit Center
12th Street Oakland City Center
19th Street Oakland (Uptown Transit Center)
Mountain View Cemetery
San Francisco Bay
San Francisco Bay Area