Once just a mystery, the contents of home care products have made their way to the forefront of consumer consciousness. Eco-friendly brands like Seventh Generation and Puracy have long held ingredient disclosure at the heart of their brand value, but even legacy brands entrenched in the complex enterprise world are waking up to the reality of a society increasingly demanding transparency. In fact, 70% of brands tracked in Gartner L2’s Digital IQ Index: Home Care disclose ingredients on their brand sites, up from 43% a year ago.

But while disclosure may be the new norm, is this information reaching (and resonating with) consumers?

Brands that view ingredient inclusion as just checking a box are missing the opportunity to derive value from this type of content. Though this is undoubtedly easier for eco-friendly players leveraging their all-natural ingredients as another form of product promotion, even those whose ingredients fall outside the eco-appeal can provide clear content tailored to their customer.

Gartner L2’s Home Care: Site and Search report highlights Clorox as an example of this. A section of the brand site informs consumers about Clorox’s key ingredient, bleach, including content around its impact on the environment and safety to consumers. This ingredient content is tied into the brand’s larger strategy via display ads, which echo the message of “trusting bleach.” Whether products are all natural or not, Clorox’s marketing strategy makes clear that ingredients should be integrated on the consumer’s path to purchase and aligned to consumer search behavior in order to optimize for search visibility.

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