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The Clorox
Clorox
Company (formerly Clorox
Clorox
Chemical Co.), based in Oakland, California, is an American worldwide manufacturer and marketer of consumer and professional products[10] with approximately 8,100 employees worldwide as of June 30, 2017.[7] The company’s fiscal year 2017 net sales were $6.0 billion,[7] which ranked the company at #453 on Fortune’s 2017 Fortune 500
Fortune 500
list.[11][12] Clorox
Clorox
products are sold primarily through mass merchandisers, retail outlets, e-commerce channels, distributors and medical supply providers.[13] Clorox
Clorox
brands include its namesake bleach and cleaning products, as well as Brita
Brita
(Americas only), Burt's Bees, Formula 409, Glad, Hidden Valley, Kingsford, Kitchen Bouquet, KC Masterpiece, Liquid-Plumr, Mistolin, Pine-Sol, Poett, Soy Vay,[14][15] RenewLife,[16] Tilex, S.O.S., and Fresh Step, Scoop Away and Ever Clean cat litters.[14][15] In 2008, The Clorox
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.[17]

Contents

1 History

1.1 1913-1927 1.2 1928-1960s 1.3 1970s-1990s 1.4 2000s-present

2 Brands 3 Corporate responsibility 4 Marketing

4.1 Advertising
Advertising
campaigns and awards 4.2 Allegations of sexist marketing 4.3 Reactions to product claims

5 See also 6 References 7 External links

History[edit] 1913-1927[edit] 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
San Francisco
Bay.[18] The firm was first called the Electro-Alkaline Company.[18] 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
Clorox
packaging featured a diamond-shaped logo, and the diamond shape has persisted in one form or another in Clorox
Clorox
branding to the present.

Bottle
Bottle
of Clorox
Clorox
bleach from a 1922 newspaper ad.

The public, however, didn't know very much about liquid bleach when Clorox
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.[19] Not long after, word began to spread and, in 1917, the Electro-Alkaline Company began shipping Clorox
Clorox
bleach to the East Coast via the Panama Canal. 1928-1960s[edit] On May 28, 1928, the company went public on the San Francisco
San Francisco
stock exchange and changed its name to the Clorox
Clorox
Chemical Co. Butch, an animated Clorox
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.[20] The Clorox
Clorox
Chemical Company was strong enough to survive the Great Depression throughout the 1930s, achieving national distribution of Clorox
Clorox
bleach in the process, but during World War II, even though Clorox
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.[20] In 1957, Clorox
Clorox
was purchased by Procter & Gamble, which renamed its new subsidiary "The Clorox
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
Clorox
Company, and on January 1, 1969, Clorox
Clorox
became independent again. 1970s-1990s[edit] Throughout the 1970s and 1980s, Clorox
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
Clorox
introduced Clorox
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
Tilex
instant mildew remover.[21] It even acquired a ranch dressing that was still new to the market, which was known as "Hidden Valley." In 1988, Clorox
Clorox
struck a licensing-and-distribution agreement that brought Brita
Brita
water filters to the U.S.[21] The company acquired sole control of the brand for the U.S. and Canada
Canada
in 1995 when it acquired Brita
Brita
International Holdings (Canada). In 2000 it secured the remaining Americas market from Brita.[22] In 1990, Clorox
Clorox
purchased Pine-Sol.[21] In 1999, Clorox
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
Colgate-Palmolive
several months before the Clorox
Clorox
acquisition) and STP became part of the Clorox
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.[21] 2000s-present[edit] During the next decade, the company focused on consumer megatrends that included sustainability, health and wellness, multicultural, and affordability/value.[23] In 2002, Clorox
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.[24] As part of this agreement, Clorox
Clorox
sold a 10% stake in the Glad products to P&G, which increased to 20% in 2005.[25] In 2007, the company acquired Burt’s Bees.[26] 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.[17] In 2010, Clorox
Clorox
shed businesses that were no longer a good strategic fit for the company, announcing that it was selling the Armor All
Armor All
and STP brands to Avista Capital Partners.[27] In 2011, Clorox
Clorox
acquired the Aplicare and HealthLink brands, bolstering its presence in the healthcare industry.[28] Operating income in 2017 was US$1.1 billion. With approximately 8,100 employees worldwide as of June 30, 2017,[7] yearly revenue for the period ending June 30, 2017, equaled $6.0 billion,[7] which ranked the company at #453 on the Fortune 500.[8][12][9][11] In 2018 Clorox
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 and nails.[29] Brands[edit]

Clorox
Clorox
logo for consumer-facing brands (not to be confused with the corporate mark)

Clorox
Clorox
products

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

Brita
Brita
water filtration systems (Americas only)[14][30] Burt's Bees
Burt's Bees
natural cosmetics and personal care products[14] Fresh Step, Scoop Away and Ever Clean cat litters[14] Formula 409 hard surface cleaners[14] Glad storage bags, trash bags, Press'n Seal, GladWare containers (joint venture with P&G as 20% minority shareholder)[14] Hidden Valley dressings, sandwich spreads and condiments, dips and dressing mixes, croutons and salad toppin's, side dishes and appetizers[14] Green Works natural cleaners[14] Kitchen Bouquet, KC Masterpiece, and Soy Vay sauces[14] Kingsford charcoal[14] Lestoil heavy-duty laundry / multipurpose Cleaner[14] Liquid-Plumr drain cleaner[14] Pine-Sol, Tilex, and S.O.S cleaning products[14] Renew Life digestive health products[16]

For historical reasons, and in certain markets, the company's bleach products are sold under regional brands. In 2006, Clorox
Clorox
acquired the Javex line of bleach products in Canada, and similar product lines in parts of Latin and South America, from Colgate-Palmolive.[31]

Clorox's net sales (2013–2015)

FY 2017 FY 2016 FY 2015 FY 2014

US dollars (in millions) $5,973[7] $5,761[9] $5,655[32] $5,514[10]

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 color. Clorox
Clorox
bleach is derived from sodium chloride – common table salt. Clorox
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.[33] The ingredients in Clorox
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.[34] Corporate responsibility[edit] In 2011, the Clorox
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.[35] In 2015, the company became a signatory of the United Nations Global Compact, a large corporate responsibility initiative.[36] Marketing[edit] Advertising
Advertising
campaigns and awards[edit] In 2012, Clorox
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.[37] Another ad produced by DDB in 2012, a suggestive Liquid Plumr spot titled “Double Impact,” was named Advertising
Advertising
Age’s Viral Video of the Year in the :60 spot category.[38] The company was listed at Advertising
Advertising
Age's 2015 Marketer A-List.[39][40] 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 Brands report.[41] In 2017 the company’s Clorox
Clorox
brand launched an ad campaign to “establish a higher purpose for our brand,” by championing a “cleaner world where people thrive.”[42] 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” campaign.[43] Allegations of sexist marketing[edit] During 2006 and 2007, a Clorox
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.[44][45] The Clorox
Clorox
slogan, "Mama's got the magic of Clorox," was criticized on similar grounds.[46] The slogan first appeared in a Clorox
Clorox
commercial in 1986.[47] A modified version of the commercial ran from 2002 to 2004.[48] In 2009, Clorox
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."[49] 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.”[50] Reactions to product claims[edit] In 2008, the Sierra Club
Sierra Club
endorsed the Clorox
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.” The Sierra Club
Sierra Club
also partnered with Clorox
Clorox
“to promote a line of natural cleaning products for consumers who are moving toward a greener lifestyle."[51] The partnership "caused schisms" in the club, which contributed in part to Pope's decision to resign.[52] Also in 2008, the National Advertising
Advertising
Division told Clorox
Clorox
to either discontinue or modify its advertisements for Green Works on the grounds the cleaners actually do not work as well as traditional cleaners, as Clorox
Clorox
had claimed.[53] In 2009, Clorox
Clorox
received further criticism for its Clorox
Clorox
Green Works line, regarding claims the products are environmentally friendly.[54] Several Clorox
Clorox
Green Works products contain ethanol, which environmental groups state is neither cost-effective nor eco-friendly.[54] Many Green Works products also contain sodium lauryl sulfate, a known skin irritant.[54] Women's Voices for the Earth have questioned whether or not the Clorox
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?"[55] See also[edit]

San Francisco Bay
San Francisco Bay
Area portal Companies portal

List of American companies List of companies based in Oakland, California

References[edit]

^ a b "The Clorox
Clorox
Company Profile". Yahoo Finance. Retrieved 2015-12-30.  ^ Dulaney, Chelsey (May 15, 2015). "Former Clorox
Clorox
CEO Knauss Leaving Executive Chairman Post". Wall Street Journal. Retrieved 2015-12-30.  ^ a b " Clorox
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
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
Clorox
CEO Knauss Leaving Executive Chairman Post". Wall Street Journal. Wall Street Journal. Retrieved 18 April 2017.  ^ 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 2017.  ^ a b c d " Clorox
Clorox
Company (The) Stock Report". Nasdaq. Nasdaq. Retrieved 18 April 2017.  ^ a b "Consolidated Statement of Earnings, The Clorox
Clorox
Company". Yahoo Finance. December 4, 2014. Retrieved 16 December 2014.  ^ a b " Fortune 500
Fortune 500
Companies 2017: Who Made the List". Fortune. Retrieved 7 April 2018.  ^ a b "2016 Fortune 500". Fortune Magazine. December 2016. Retrieved 2017-04-15.  ^ " Clorox
Clorox
Company (The) Stock Report". NASDAQ.com. Retrieved 28 February 2014.  ^ a b c d e f g h i j k l m n "Our Brands". The Clorox
Clorox
Company. Retrieved 28 February 2014.  ^ a b Morgan, Penny. "How Is Clorox
Clorox
Improving Product Distribution?". Market Realist. Market Realist. Retrieved 18 April 2017.  ^ a b Wahba, Phil. " Clorox
Clorox
Wants to Help Clean Up Your Digestion". Fortune. Fortune. Retrieved 18 April 2017.  ^ a b DeBare, Ilana (14 January 2008). " Clorox
Clorox
introduces green line of cleaning products". SFGate.com. Retrieved 28 February 2014.  ^ a b Clorox
Clorox
company history, page 1 Archived 2010-12-03 at the Wayback Machine. ^ "Timeline - The Clorox
Clorox
Company". thecloroxcompany.com. 2 August 2016. Retrieved 7 April 2018.  ^ a b Clorox
Clorox
company history, page 3 Archived 2010-11-18 at the Wayback Machine. ^ a b c d "The Clorox
Clorox
Company Heritage Timeline". The Clorox
Clorox
Company. Retrieved 22 February 2014.  ^ " Clorox
Clorox
Secures Brita
Brita
Business In Americas", HomeWorld Business. November 27, 2000. ^ " Clorox
Clorox
Identifies Four Mega Trends For Hispanic Consumers". The Shelby Report. Retrieved 22 February 2014.  ^ " Clorox
Clorox
and P&G Plan Joint Venture for Glad Products". New York Times. 15 November 2002. Retrieved 22 February 2014.  ^ " Clorox
Clorox
and Procter & Gamble Announce Increased P&G Investment in Glad Products Joint Venture". The Clorox
Clorox
Company. Retrieved 22 February 2014.  ^ " Clorox
Clorox
To Pay $950 Million For Burt's Bees". Environmental Leader. Retrieved 22 February 2014.  ^ Coleman-Lochner, Lauren (21 September 2010). " Clorox
Clorox
to Sell Auto-Care Businesses for $780 Million,". Bloomberg News. Retrieved 22 February 2014.  ^ Brown, Steven E.F. "fortunefive" " Clorox
Clorox
buys Aplicare and HealthLink for about $80 million".  ^ " Clorox
Clorox
Announces Agreement to Acquire Nutranext, a Leader in Dietary Supplements - The Clorox
Clorox
Company". thecloroxcompany.com. 9 November 2017. Retrieved 7 April 2018.  ^ Carr, Coeli (20 May 2010). "Pouring It On". Time.com. Retrieved 26 February 2014.  ^ Clorox
Clorox
press release Archived 2007-12-05 at the Wayback Machine., December 20, 2006 ^ " Clorox
Clorox
Income Statement". Yahoo Finance. June 30, 2015. Retrieved 2015-12-30.  ^ "The Facts About Bleach". factsaboutbleach.com. Retrieved 26 February 2014.  ^ "Ingredients Inside". The Clorox
Clorox
Company. Retrieved 26 February 2014.  ^ Herrera, Tilde. " Clorox
Clorox
Becomes Latest Firm to Adopt Integrated Sustainability Reporting". GreenBiz.com. Retrieved 21 February 2014.  ^ "The Clorox
Clorox
Company". United Nations Global Compact. 2015. Retrieved 2015-12-30.  ^ "CLIO Award: Clorox
Clorox
– "Daddy" – DDB California". AdForum.com. Retrieved 21 February 2014.  ^ " Advertising
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 2017.  ^ Neff, Jack. " Clorox
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
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, 2017 ^ 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
Clorox
2 (1986)". ILoveTVCommercials.com. Retrieved 21 February 2014.  ^ " Clorox
Clorox
Automatic Toilet Bowl Cleaner Commercial – February 11, 2002". YouTube.com. Retrieved 21 February 2014.  ^ Wright, Jennifer (September 28, 2009). " Clorox
Clorox
"Mad Men" Ads Miss The Target". Brandchannel.com. Retrieved February 5, 2010.  ^ DeClemente, Donna. " Mad Men
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
Sierra Club
feel sullied by Clorox
Clorox
deal". NBCNews.com. Retrieved 21 February 2014.  ^ Sahagun, Louis. " Sierra Club
Sierra Club
leader departs amid discontent over group's direction". Los Angeles Times. Retrieved 21 February 2014.  ^ "NAD Tells Clorox
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
Clorox
introduces green line of cleaning products". SFGate.com. Retrieved February 5, 2010. 

External links[edit]

The Clorox
Clorox
Company website Clorox.com: Clorox
Clorox
consumer products website−portal

Business data for Clorox: Google Finance Yahoo! Finance Reuters SEC filings

Wikimedia Commons has media related to Clorox.

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