The story of Clorox Green Works - in designing a winning green product experience Clorox cracks the code

Over the last decade, a new market has emerged for natural—or “green”—consumer cleaning products. Initially created by several pioneers, the space has expanded as larger consumer product companies have jumped into the fray. One of the most successful of these companies has been Clorox with its line of Green Works™ cleaning products. Here is the story of how the company developed this line of products and so quickly achieved market success.