Purell differentiates itself with seasonal scented hand sanitizers

Focusing on the on-the-go consumer niche, GOJO Industries’ Purell hand sanitizer has helped to bring brand relevance back to what was a commoditized category only a few years ago. Today, sales of its new Purell Advanced line have reached $20.5 million for the 52 weeks ended Dec. 29, 2013, across total U.S. multi-outlets, according to IRI. And with a growth rate of 65%, consumers can’t seem to get enough of it.



And now GOJO is further differentiating its line of germ-killing gels with seasonal scented offerings, which according to Tim Cleary, sales VP for Purell Consumer, currently command 14.4% of the category. “People are looking to move away from that functional germ kill experience to experiential,” he said. With the primary target being moms, the scented offerings create multiple purchase opportunities.



Some of its upcoming fragrances yet to be launched include watermelon splash and ocean kiss, Cleary said.



Purell Advanced also holds another point of differentiation over other brands. Last year, the company released results of a series of independent lab studies testing the ability of instant hand sanitizers to meet Food and Drug Administration Healthcare Personnel Handwash germ-kill requirements at various dosage levels. Purell Advanced Instant Hand Sanitizer formulations contain a patent-pending blend of ingredients that maximize the impact of alcohol on bacteria while maintaining skin moisture for optimal skin health, Cleary said.