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Personal Care Brand’s Fresh Look Sets Stage for Continued Growth

Through eco- and socially responsible design, including using Braille across all packaging, Cleanlogic earns real business results.

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FOUNDED IN 2001 BY Isaac Shapiro and Mike Ghesser, Cleanlogic produces and sells sustainably made bath and body care products to its worldwide customer base. The company is a fast-growing global brand in the bath and body accessory industry and a top brand in that category in the U.S grocery channel.

Instead of resting on its laurels, the brand recently relaunched with new branding and product offerings to provide an enhanced, all-encompassing consumer experience. The relaunch incorporates a fresh, bold and modern look featuring a new logo and trend-forward fabric colors. Coinciding with the new package designs, the brand is introducing all-new sensitive skin products and enhanced facial exfoliation products as well as four distinctly enhanced product collections—Bath & Body, Sport, Detoxify and Sustainable—each identified by its own color and product enhancements such as charcoal-infused and certified organic cotton material.

One thing that’s not changing is the brand’s commitment to social responsibility, especially in package design. The brand was inspired by co-founder Isaac Shapiro’s mother, who lost her eyesight as a child. Because of its brand legacy, Cleanlogic became a pioneering beauty company in the U.S. when it was one of the first to feature functional braille on all product packaging as a way to support more than 25 million people in the U.S. who are blind or have low vision. Additionally, a portion of all sales are donated to visually impaired organizations including American Foundation For the Blind.

As some consumer-facing brands are struggling with the fair employment practices of its contractors. The brand made a point of having its own company-owned, Control Union-certified factory for all production so Cleanlogic would have more control over fair trade and fair pay and hiring initiatives. The brand also plans to expand its production footprint to the U.S. by introducing a Philadelphia-based factory later this year, in addition to the original factory in China.

The market strategy, especially pricing, is also aimed at being as Shapiro likes to call it, Cleanlogic’s “Nice and Clean” position. With retail pricing starting at $5, and a commitment to use its package design as a platform for educating shoppers on personal hygiene’s benefits, including exfoliation. Shapiro comments, “We believe feeling nice and clean is a basic human right and we want our products to reflect this.”

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Linda Casey is the editor-in-chief of BXP.

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