CLEANING CHEMICALS & EQUIPMENT
Surface cleaners with a clean conscience
Cert; a new narrative when it comes to surface cleaners with a sincere eco-conscience.
Lockdown winner Homecare cleaning was a lockdown winner, with consumers suddenly reassessing a sector they’d historically taken for granted.
When the pandemic first struck in 2020, ‘home cleaning’ grew a staggering 35% overnight as an extra 49m surface cleaner products were purchased that year. Homecare became a synonym for selfcare amongst frustrated, stuck- at-home commuters.
We learnt during lockdown that many families abandoned own label propositions for trusted, branded heavyweights followed by a move away from what could be loosely termed eco-ethical brands for high strength – some might say over-engineered – old-guard brands that prioritise killing bacteria and viruses.
The chasm between two compelling yet contrasting mindsets convinced Cert to carve out a third pathway.
A category rethink
The good news was that a category that had been dormant for some while secured a much-needed new lease of life. The vast yet slow-moving surface cleaner category, which had traditionally been deemed a multinational-led playground dominated by two very distinct yet equally set in their ways schools of thinking, fell under the gaze of a new generation of ambitious category disruptors such as neat, Splosh, Ocean Saver and Cert.
On one side of the divide resides over-engineered yet reliable old-school detergents, whilst on the other side sit an array of fragrant, well-intentioned plant-based cleaners, who for all their sweet-smelling, sustainable intentions still prioritise producing tonnes of planet-clogging, single-use plastic bottles that trap lakes worth of precious water.
A third way?
The pandemic changed the homecare landscape forever with homecare overnight becoming a synonym for self- care. Cert’s unique vision is to carve out a clear, common sense, third pathway which straddles a growing clamour for sustainable, ‘planet responsible’ surface cleaners that strike just the right balance of being unforgiving on bacteria and viruses, yet in tune with wider sustainable priorities.
An evolving marketplace
Just like the food & drink categories before, home cleaning is now at a point in its life where ingredient integrity and effectiveness claims need to be weighed up and independently verified.
46 | TOMORROW'S CLEANING
Cert’s Sales Director, Michael Lawrence, actually learnt his craft within the blue-chip food and drink sector. He said: “My career background was forged championing food and drink brands with a strong dairy leaning, from market leading milkshakes and tried and trusted British cheeses, to North America’s favourite ‘inclusion-tastic’ super-premium ice cream, Ben & Jerry’s.
“I appreciate that in many senses Homecare cleaning and premium tier ice cream are poles apart, however I gleamed invaluable lessons from my time at Ben & Jerry’s.
“When I joined them, we were a tiny team working out of a portacabin in Egham taking on category pioneer Häagen-Dazs, who had shaped the super-premium ice cream category. Yet with a clear vision, a small yet well- directed sales and marketing budget, and a sincere strand of corporate social responsibility, Ben & Jerry’s was able to steal a march.”
The two biggest lessons Michael says he learnt at Ben & Jerry’s were:
A. David can topple Goliath if you pick the right messaging and the right battlegrounds.
B. Every business, no matter how big or small, should embrace a small strand of severe social responsibility.
UK health secruity approved
In essence Cert is a compact, hard-working pre-dosed tablet (with a near neutral PH6) that’s a 2-in-1 disinfectant and detergent, which when dissolved with tap water complies with UK Health Security Agency guidelines regarding the use of a combined detergent and disinfectant, at a recommended dilution of 1,000 parts per million available chlorine.
As such Cert stands tall, offering hospital-grade anti-viral protection, which kills 99.9% of all bacteria and enveloped viruses including COVID-19, Delta and Omicron, and is equally adept on hard and soft surfaces.
Back to basics
Several years down the line from when the pandemic first struck, surface care sales have finally returned to a more realistic trajectory – an inevitable consequence of COVID-19 becoming both better understood and an unwelcome constant in our evolving, everyday lifestyles.
Preliminary trials suggest that Cert’s simple, honest stance as a versatile, one-stop surface cleaner with a light yet reassuring scent of chlorine is a refreshingly down-to-earth alternative to the usual brigade of ‘air-polluting’, ‘synthetic’ fragrances on offer.
twitter.com/TomoCleaning
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