Clorox

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Overview

The Clorox Company is a multinational manufacturer and marketer of consumer and professional products, primarily in household cleaning, disinfectants, and health and wellness categories. It holds significant market share in the U.S. disinfectant manufacturing industry at 38.3% and competes in over 100 global markets, with the majority of business in the U.S.¹²⁵

History

Founded in 1913 as Clorox Chemical Company, it began producing bleach and expanded through diversification in the 1970s and 1980s, acquiring brands like Formula 409, Liquid-Plumr, Kingsford charcoal, and Hidden Valley ranch dressing.²³ In 2007, it acquired Burt's Bees, and in 2018 purchased Nutranext for natural supplements; it divested non-core businesses like Armor All and STP in 2010 and Better Health VMS in 2024.²⁵

Product Lines

Product Line	Positioning	Price Range
Clorox Bleach (household disinfectant)	Standard chlorine bleach for cleaning and sanitizing	$3 - $10
Clorox 2 (all-fabric bleach)	Color-safe bleach alternative for laundry	$5 - $12
Formula 409 (multi-surface cleaner)	Degreasing spray for kitchen and bathroom	$3 - $8
Liquid-Plumr (drain cleaner)	Clog remover for household plumbing	$4 - $10
Kingsford (charcoal)	Barbecue fuel for grilling	$10 - $25
Hidden Valley (ranch dressing)	Condiment and salad dressing	$3 - $7
Burt's Bees (natural personal care)	Lip balms and skincare products	$4 - $15

Manufacturing

The Clorox Company operates as a manufacturer in the U.S. and internationally, producing disinfectants, cleaners, and other goods through its facilities, with a focus on household and industrial products.¹²

Notable Products

Clorox Bleach - Core household disinfectant and laundry whitener sold under regional brands globally.
Clorox 2 - Introduced in 1970 as color-safe fabric bleach.
Formula 409 - All-purpose spray cleaner acquired in the 1980s.
Liquid-Plumr - Foaming drain opener for unclogging pipes.
Kingsford Charcoal - Leading barbecue charcoal brand in portfolio.
Hidden Valley Ranch - Popular ranch dressing and seasoning line.
Burt's Bees Lip Balm - Natural beeswax-based lip care from 2007 acquisition.

Reputation

Clorox is recognized for trusted cleaning brands and strong U.S. market position in disinfectants, ranking on Fortune 500 and topping corporate reputation polls like Axios Harris in 2019.¹² Professionals note its innovation in household essentials and healthcare products, though divestitures of non-core lines like supplements indicate strategic focus shifts.²⁵ Enthusiasts value reliability in bleach and cleaners amid sustainability efforts.³

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