New Products

Clorox Enters Air Care Category

New Clorox Pure Allergen Neutralizer line includes daily air and fabric sprays.

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By: Christine Esposito

Editor-in-Chief

Clorox has entered a new category: air care.

The Clorox Company is expanding its flagship Clorox brand into the air care category with the rollout of Clorox Pure Allergen Neutralizer. The launch includes daily air and fabric sprays designed to combat household allergens like pollen, dust mite matter and pet dander before they become allergies, according to the company.

Allergens are active protein structures that bond to receptors in the body and cause an allergic reaction like congestion, sneezing and itchy, watery eyes. Clorox Pure neutralizes allergens by changing the shape of the protein structure so the allergen can no longer bond to receptors in the body and trigger a reaction.

The sprays are powered by a plant-based active ingredient, according to the company.

Clorox Pure Daily Air Spray is designed for common living spaces like the living room, bedrooms, entryway and more. Clorox Pure Fabric & Carpet Spray is designed for use on soft surfaces including carpets, upholstered furniture, curtains and bedding.

The range includes four fragrances—Clean Breeze, Ocean Mist, Nighttime Calm and Energizing Citrus.

Clorox says the “allergy-friendly fragrances are made without the 82 common fragrance allergens that may be found in scented products.”

“For more than 100 years, Clorox has earned consumers’ trust by focusing on what matters most to them — making everyday life a little easier. Today, managing household allergens can feel overwhelming, especially for those with allergies. With Clorox PURE, we’re extending our homecare expertise to the air and soft surfaces that cause allergy fighters the most challenges, simplifying a complex problem by neutralizing allergens at the source. It’s another way we’re helping consumers feel more comfortable and confident in their homes,” Tad Kittredge, VP of marketing and innovation at The Clorox Company, said in a statement when the range was released in mid January.

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