SC Johnson prepares to launch Mr Muscle orange extract variant

SC Johnson is preparing to launch Mr Muscle All-Purpose Orange Action next month, as marketers turn to orange peel and orange oil extract to lure consumers to their brands, following the recent trend towards using extract of aloe vera in houshold goods (MW last week).

Industry sources confirm that manufacturers of own-branded household products are also planning to launch cleaning products using extracts of orange oil and orange peel in the near future.

The SC Johnson product will be priced at £1.75 and is to be supported by a major advertising and marketing campaign. Bank Hoggins O’Shea/FCB handles advertising for Mr Muscle, with media through Optimedia. Last year, SC Johnson spent £4.38m advertising Mr Muscle (AC Nielsen).

One industry observer says: “Following the successful introduction of aloe vera to household products, manufacturers feel the need to look to other natural products that have cleaning properties. Citrus extracts cut through grease and clean effectively, hence the use of oranges.”

Johnson & Johnson recently launched aloe vera baby wipes, backed by a £5m advertising and marketing spend (MW June 13). This followed the launch of aloe vera Persil tablets and powder detergents by Unilever (MW March 28).

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