Can Hero Clean Get Marketshare in Laundry Detergent?

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New fronts are always opening up when it comes to the battle of the sexes. That said, what makes laundry detergent manly enough? According to Hero Clean, men’s laundry needs are different from women’s, and, as such, it is just appropriate to use detergent made for men. Hero Clean stands out for being a cleaning detergent designed for men only.

It has caused quite a buzz and raised questions over its difference from other detergents, but that is not stopping it from becoming popular with men. Like any other detergent brand, Hero Clean has its eyes set at the top of the competition, and it is doing a great marketing job towards this end.

However, considering how flooded the detergent market is (as well as the mostly unconcerned nature of the target market), questions have Laundry Detergent?

What is Hero Clean?

Hero Clean is a detergent company that specializes in making men-only cleaning detergent. Its product lines include general all-purpose cleaners, laundry detergent, fabric fresher, and liquid dish-washing soap. It is based in Miami, Florida, and its CEO is Mike Eaton, who is also a former marketing executive for Procter and Gamble.

Hero Clean is unique in that its products are designed for men only. To this end, the packaging, message, and scent are designed to suit and appeal to men. Its chemical composition is also designed to clean typical stains associated with men.

Thanks to its focus on marketing, Hero Clean has played a significant role in raising awareness of the differing needs in men and women laundry cleaning detergents. It is also emerging as a leading brand in the competition, and its quick growth is expected to inspire the emergence of new men laundry detergent brands. It is also expected to change men’s attitude toward cleaning as one of the aspects of its advertisements is to raise awareness on cleaning as an important responsibility for men’s everyday life.

Market Size for Men Cleaning Detergent

More and more men across the U.S. are preferring to live alone, and Hero Clean is aiming to capitalize on this growing trend. According to the United States Census Bureau, there are about 50 million men in the U.S. who live alone, and this figure does not include college students. Considering that the newly emerged market has not been exploited yet—indeed, Hero Clean is one of the few laundry detergent companies targeting men—, the company has the advantage of a head start.

Research shows that mature men still have reservations about cleaning tasks such as doing the laundry or cleaning the dishes. However, this attitude is quickly changing when it comes to the younger generation as male millennials have a different outlook of gender responsibilities. What’s more, men millennials tend to be pickier about the brands they buy when compared to older men. Coupled with the fact that more and the concept of gender-based laundry cleaning detergent becomes popular.

Since there are concerns that men will not take notice of the different in the new male laundry detergent, Hero Clean is placing a lot of focus on marketing to popularize the concept.

Hero Clean Marketing Strategy

Her Clean hopes to appeal to men by making its products manly in all aspects. According to CEO Mike Eaton, Hero Clean takes every aspect into consideration, including packaging, ingredient composition, and scent, among others. The most noticeable aspect of Hero Clean is its packaging. The detergent comes packed in a sleek dark bag with a compact design to it. The greasy design of the packaging is meant to be more appealing to men, most of whom prefer dull colors to typically bright colors such as yellow and pink.

Another notable aspect of the detergent is its scent. Like most other laundry detergents, Hero Clean is scented to leave the cloths smelling fresh. However, since the detergent is solely focused on men, the fragrance is more manly than flowery. And, according to CEO Mike Eaton, the manly fragrance not only keeps one fresh but also appeals to women, apparently. The detergent’s scent is composed of tones of wood, citrus, and fougere. This fragrance does not completely mask the sin’s natural odor, and this makes it feel more masculine.

Hero Clean also has a diverse range of cleaning products to take advantage of all the opportunities in the market. Its product lines include all-purpose cleaning soap, liquid dish-washing soap, laundry detergent, and fabric fresher. What’s more, its products are fairly priced to keep up with the competition. Finally, Hero Clean is advertised as a laundry detergent ideal for men’s laundry. The argument is that men and women tend to collect different types of dirt and stain, and often men’s laundry proves tougher.

Hero Clean takes this into consideration and presents itself as a tough and effective detergent against tough stains.

Hero Clean Competition

Hero Clean is just one among several male-oriented laundry detergents. Although the concept is still new to many people, the male-oriented laundry detergent has been in the making for several years. In fact, the In the U.S., the most notable male-only laundry detergent brands are Hero Clean, Dirtyboy, and Frey. According to BBC, all the three companies are growing at impressive speeds, which is proof that the male laundry detergent market is expanding.

For instance, Frey has been maintaining a 50% growth for each month. Dirtyboy is also becoming a household name thanks to good marketing and a diversity in cleaning products. Hero Clean, on the other hand, is quickly becoming a household brand. It has achieved this quick growth mostly due to its focus on marketing, and the brand is becoming increasingly synonymous with men laundry detergent. The company is emerging as a leader in the market, and its quick growth has seen it make headlines in the laundry detergent industry.


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