With the arrival of spring, consumers are looking for cleaning tips and suggestions and household brands are creating online campaigns and scheduling product launches that coincide with the start of the spring cleaning season.
In early March, Clorox launched a website and online campaign under the hashtag #SeasonsOfClean, offering tips and tricks for housecleaning. Legacy vacuum brand Bissell launched its “Spring It Forward Sweepstakes” in which contestants can post to the company’s social media pages someone who deserves a deep spring clean using the hashtag, #SpringByBISSELL.
Eco-friendly household product-maker Full Circle launched its Come Clean Natural Cleaning Set which uses fresh lemon juice as its cleaning base. In a unique approach toward engaging its audience, Full Circle also features a “Spring Cleaning Playlist” on the company blog which operates through Spotify.
Here we take a look at some innovative new products, recently launched to help consumers replenish their spring cleaning supplies.
Clorox Scentiva Tuscan Lavender & Jasmine Scented Multi-Surface Cleaner
Caldrea Aromatherapeutic Homekeeping No.23 Pear Blossom Agave All Purpose Cleaner
Clorox Scentiva Hawaiian Sunshine Multi-Surface Cleaner
Lysol Cherry Blossom & Pomegranate All Purpose Cleaner
Method Pink Grapefruit All-Purpose Cleaner
What we think
Brands have an opportunity to promote their products or introduce new products as consumers jump into their spring cleaning ritual. It’s also a season for renewal, which might involve switching brands, trying something new or being more open to cleaning tips. When brands like Clorox and Bissell connect with consumers online to offer cleaning tips, they take part in the growing practice of brands addressing lifestyle needs. The Mintel Trend “Extend My Brand” discusses how consumers now rely on brands not just for product needs, but also lifestyle solutions.
In the case of household cleaning products, there is a simultaneous need for lifestyle solutions that are eco-friendly. Brands like Full Circle, which address the need for environmentally-friendly cleaning alternatives, are part of the Mintel Trend “Moral Brands,” which highlights how consumers are also looking to brands to solve ecological and ethical issues like child safety and health.
Stephen Brown is a Research Analyst at Mintel covering Household Care for the Mintel US Reports team. With research experience in household heating, Stephen’s expertise has grown to include adjacent CPG markets and channels.
