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Seventh Generation Announces Launch of Natural Disinfectant
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Title:
Seventh Generation Announces Launch of Natural Disinfectant
Summary:
Product claim "Kills 99.99% of Germs Botanically"
Content:
Seventh Generation has partnered with CleanWell and has cracked the code on disinfectants using only 'natural' actives, apparently satisfying EPA requirements by using a modified claim "Kills 99.99% of Germs botanically* " rather than explicitly relying on the word 'natural' in the efficacy claim or product description.
The disinfectant product is based on Thymol, an antimicrobial essential oil found in thyme and covered under patents held by their CleanWell partners (assigned to DeAth, OhSo Clean LLC).
An issue may be consumer acceptance of an admittedly strong fragrant herb smell that reminds me at least of fresh pizza!
Anyone try this or similar product? Let me know what you think?
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Comments
Most hand sanitizers are "only" at 99.99% as well, so this actually seems a rather high level of kill given other products out there. Is there anyone successfully marketing/gaining share with a 5-log or higher kill? Once you get to 99.99%, are the extra 9's worth it or even consumer meaningful?
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Great post Mike. Good question Jason...that'd be an interesting study.
All - please note this is an open forum so please don't post anything confidential. Thanks!
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It seems like a lot of the SeventhGeneration products and similar products (such as those by Ecover) have an eucalyptus scent, which I am not that fond of. I guess some people equate eucalyptus to clean, but not me... It's very intersting what you said about thyme, though!!
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