Innovations Club live

May 10, 2011

Our first Client Forum of the year in Barcelona saw us reveal some of the most interesting products in Household and Personal Care from around the globe. To give you a taste, here are my personal favourites:

1. Probiotic Washing Up Liquid

Mintel’s September 2009 Health and Hygiene – Fear of Germs and Bacteria report found that 40% of UK consumers think it’s important that their home is as hygienic as possible.

In the UK, Aggie’s Probiotic Washing Up Liquid is a product which blurs the line between probiotic-infused food and drink products and household cleaners by incorporating probiotics into a household cleaner to provide surfaces with up to eight days of germ protection. The germ protection claim is based on replacing harmful bacteria which invades surfaces with friendly bacteria (e.g. prebiotics).

2. Practical Hand Towels

The swine flu scare of 2009 caused many to revaluate their sanitary practices, with some consumers having gone so far to buy germ-killing products that these shoppers would not have considered reaching for on store shelves previously. Paper products giant Kimberly-Clark is one of several manufacturers that has capitalized on consumers’ heightened concerns surrounding sanitation needs. This October in Canada and the USA, the company broadened its Kleenex brand with a new disposable hand towel offering. Positioned as “A clean, fresh towel every time” with the marketing tagline “Your hands are only as clean as the towel used to dry them”, cleanliness sits at the core of Kleenex Hand Towels’ overlying use.

PS: Our next Client Forum will be on 27 May in Paris. Looking forward to seeing you there!

Ina Woitalla
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