Clean Sweep

Licensing deals focusing on household cleaning are on the rise, with recent examples taking several forms:

  • Celebrity-branded cleaning products. Interior designer and TV personality Jennifer Adams and Fizzion developed a Whole House Cleaning Solution that encompasses a range of home cleaning products. Meanwhile, Martha Stewart and Hain Celestial launched Martha Stewart Clean, a line of eco-friendly laundry, kitchen, and bathroom cleaners, stain removers, detergents, and soaps sold in grocery stores and online.
  • Trash bags. Reynolds Consumer Products’ Hefty brand partnered with Church & Dwight’s Arm & Hammer for a line of Hefty Ultimate with Arm & Hammer odor-control trash bags. Waste Management licensed Duro Bag Manufacturing for recycling bags and Reynolds for trash bags.
  • Functional branded products that help keep a home clean. Quality Filters is using Reckitt Benckiser’s Lysol brand for a line of Lysol Triple-Protection Air Filters certified by the Asthma and Allergy Foundation of America. Terminex licensed London Luxury for a bedbug- and flea-protective line of bedding and travel products that come with a complimentary in-home inspection and evaluation from Terminex. The Arm & Hammer example noted above also fits into this category.

Of course, cleaning products have been a vibrant area of brand-extension licensing over the last five or more years, especially with sponges, mops, brooms, rubber gloves, and similar types of tools and accessories featuring the brand names of chemical cleaning products. Butler Home Products, for example, makes cleaning tools under the Clorox, Dawn, and Mr. Clean brands and launched a Clorox Platinum line earlier this year.

Best wishes for a happy holiday season! RaugustReports will be back with new posts on January 5.

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