Keep good company. They’re words to live by for people and corporations, too. It’s no surprise then that Butler Home Products is teaming up with major players in the household cleaning space to create mops, gloves and other devices to keep homes clean—and its working with multinationals that are eager to take their well-known brand names in brand new directions.

“Butler wanted to change the way they went to market and P&G was looking to expand their portfolio by licensing out the Mr. Clean name,” explained Michael Silverman, senior VP-marketing, Butler Home Products.
 
Having been around since the 1940s, Butler Home Products, originally known as Easy Day Manufacturing Company, is no stranger to household cleaning products. Gradually expanding its product offerings from mops and brooms to gloves and lint rollers, Butler has had a history of changing and redefining itself to meet market demands and needs. This adaptability led to a partnership with Procter & Gamble in 2000 to launch a new product line under the Mr. Clean brand. It marked the first time that a licensing program was created in the cleaning category; and gave Butler a way to differentiate itself from the competition.
 
Continuing the process of differentiation, Butler decided to innovate within several of itsexisting product lines according to the nature of the brand names themselves.
 
“Customers have an affinity to a brand for what it stands for, so we develop products that enhance core branded products,” Silverman stated, “Each brand has its own identity, so we segment where the brand makes the most sense.”
 
Tools of the Trade
 
Following its partnership with P&G, Butler acquired the license for Clorox, a brand that’s synonymous with bleach and its germ-killing properties. Now Butler is putting the Clorox label on  toilet plungers that emphasize cleanliness and promote anti-bacterial properties. Currently available through Amazon and select retailers, the Clorox Platinum Extending Plunger and Caddy ($16.99), the Clorox Plunger with Hide-Away Cover ($17.99), and the Clorox Plunger with Splash Guard ($13.99) are all manufactured with the antimicrobial active in the products themselves. Whether it’s silver, with its natural antimicrobial properties, or a varied chemical base, the antimicrobial agents are manufactured into the products so that the antimicrobial won’t leech out or allow bacteria to grow.
 
Debuting this month are Dawn’s Luxe Premium Dishwashing Gloves ($3.99). Latex-free, these gloves also feature a proprietary moisturizing formula that is electrostatically bonded to the interior plush lining of the glove material, allowing for maximum plush and maximum moisturizing. The moisturizer itself is heat-activated, so it will only begin to work when contact with the skin is made.
 
The gloves are individually packaged to give the gloves a great shelf life; however, once the packages are opened and the gloves are used, their life span gradually decreases with increased use. When used as recommended, the gloves are expected to last up to three months with daily use. In addition, Silverman noted that use in hot water will likely over-activate the moisturizer and wear it down quicker, so room temperature or cold water is recommended for extending the gloves’ lifespan.
 
“We are excited for the gloves to hit the market,” remarked Silverman, “These gloves are different than anything else out there and are a significant step in enhancing the whole Dawn dishwashing experience; they complete the circle by complementing other P&G core products.”
 
As with any industry, sales are often driven by new and exciting releases and Butler is hoping this one proves to be one such release. Currently coasting along at 3% growth a year or less, the household cleaning industry is, as Silverman put it, “somewhat flat, but new products lead to a blip upwards.”
 
Compared with the rapidly growing $1 billion skin care devices industry, Silverman asserted that the household cleaning industry is competitive. With traditional cleaning (i.e., mops and brooms) estimated to be $1 billion and now disposable cleaning (i.e., Swiffer wipes) estimated to be just under $1 billion, the lower price point of household cleaning products makes all the difference allowing for a greater product movement.
 
Additionally, he stated that growth is evident and closely tied to the housing market, “Anything tied to the home leads to people being in cleaning mode.” The trick is simply creating products that work and successfully marketing them to the appropriate audience. For that, Butler’s internal team of product developers studies specific internals of the market to develop new products; i.e., household sizes, international cleaning methods, cultural cleaning tendencies and even generational trends.
 

“Cleaning norms arise from different backgrounds, leading to a very diverse American market,” explained Silverman. “Our market can be anyone in the housing industry, but especially empty nesters looking to downsize or individuals looking to start their own home. Regardless of where they are in the process, however, rich or poor, everyone has to clean.”


Following the February 2014 acquisition of select OneCare brands, Butler entered a phase of refocusing. According to Silverman, Butler currently wants to reinforce its emphasis on quality products within 5 pillars: sponges, household gloves, lint rollers, laundry and brooms.
 
In the pipeline, Butler will release a line of lint rollers under the Gain name, its newest brand license. Known for its fresh scents and laundry care products, this will be Butler’s first contribution to P&G’s current Gain lineup, with a more complete laundry program to follow in 2015. In addition to the Gain Lint Rollers ($4.99), expected to be available next month, Butler is also planning on revamping its website to represent all current brands and products, including Black & Decker.