July 18th, 2012
Clorox launches new products, campaign on Latino cleaning habits
By Tiffany Hsu
Los Angeles Times
Latino buying power this year is estimated at $1.2 trillion – and Clorox Co. wants a piece, launching a new line of products “designed to appeal to Hispanic scent preferences and to specifically meet their needs based on the unique way they approach cleaning.”
The company surveyed more than 600 Latino consumers and concluded that most tidy up in a three-step process: first cleaning, then disinfecting and finally scenting.
The bleach and disposable wipes maker decided to create a suite of items focused on the third step. The Clorox Fraganzia products – a dilutable cleaner, a toilet bowl rim hanger and an aerosol air freshener – come in scents that Clorox deemed “most appealing to Hispanics,” including lavender with eucalyptus and mint as well as forest dew.