The world’s first plastic-neutral retailer
marks Earth Month with new innovation, a “Perfect Isn’t
Sustainable” campaign, and recognition of core sustainability
partners enabling the company to move consumer products Beyond
Plastic™
Grove Collaborative Holdings, Inc. (NYSE: GROV) (“Grove” or “the
Company”), a leading sustainable consumer products company,
Certified B Corporation, and Public Benefit Corporation, today
announced a rebrand and product launches for its flagship owned
brand, Grove Co., ahead of Earth Month. As part of a new brand
strategy centered on customer needs and sustainability, the Company
is providing updates on key sustainability initiatives and core
partnerships to continue leading the industry beyond its reliance
on single-use plastic waste.
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the full release here:
https://www.businesswire.com/news/home/20240328710144/en/
Grove Collaborative is unveiling a
refreshed identity for its flagship brand, Grove Co., as part of a
multi-phase effort for the brand to own the space of beautiful
sustainability, underscore its commitment to reducing plastic, and
enhance its visibility on retail shelves. The packaging rebrand
emphasizes aluminum as Grove Co.'s priority material selection,
chosen for its scalability and sustainability, and features
elevated fragrance illustrations as the central component to
communicate the experiential nature of the products while
delivering counterworthy pride. (Photo: Business Wire)
“Grove Collaborative is on a mission to make consumer products a
force for human and environmental good — a mission we pursue each
day by creating and curating planet-friendly, wallet-friendly, and
efficacious products to support each customer’s sustainability
journey,” said Jeff Yurcisin, Chief Executive Officer of Grove
Collaborative. “Earth Month is an opportunity to celebrate the
progress we’ve made with our customers and the impact from our
values-aligned sustainability partners in moving the consumer
products industry away from single-use plastic waste. And — when
you consider only 5%1 of plastic waste is recycled and 89% of ocean
plastic is single-use plastic2 — our mission is more critical now
than ever before.”
This April, Grove celebrates the progress made on key
sustainability goals, including:
- Certified B Corporation: Marking their tenth year as a
certified B Corporation and fourth year as a Public Benefit
Corporation.
- Plastic Intensity: Q4 2023 marked the lowest plastic
intensity (pounds of plastic per $100 of net revenue) across the
entire business, including owned brands and third-party products
sold online and in retail stores. Grove’s plastic intensity was
1.07 pounds of plastic per $100 in net revenue in the fourth
quarter of 2023, an improvement from 1.11 pounds in the third
quarter of 2023 and 1.08 pounds in the fourth quarter of 2022.
- Plastic Recovery: Grove has collected more than 15
million pounds of single-use nature- and ocean-bound plastic since
2020 through their partnership with plastic recovery partners –
including rePurpose Global.
- Plastic Avoidance: Grove has also helped to avoid 10.8
million pounds of single-use plastic since 2017, including 1.7
million pounds in 2023 alone, by offering a broad assortment of
products that contain less plastic compared to other household
brands.
- Conservation: Grove has completed its first year of
partnership with The Nature Conservancy to support Indigenous-led
conservation across 2 million acres in the Tongass Rainforest of
Southeast Alaska.
______________________________
1https://www.greenpeace.org/usa/news/new-greenpeace-report-plastic-recycling-is-a-dead-end-street-year-after-year-plastic-recycling-declines-even-as-plastic-waste-increases/
2https://www.unep.org/news-and-stories/story/single-use-plastic-has-reached-worlds-deepest-ocean-trench
Grove Co. Brand Updates & Initiatives
Grove Collaborative is sharing several updates related to its
flagship brand, Grove Co., as part of a multi-phase effort for the
brand to own the space of beautiful sustainability and earn a place
in more customers’ carts and homes. Grove Co. is poised to be the
first brand to marry industry-leading packaging innovation that
helps consumers reduce their reliance on single-used plastic while
delivering efficacious, delightful cleaning experiences that
natural shoppers have come to expect.
Grove Co. Rebrand
Grove Collaborative today is unveiling a refreshed identity for
the Grove Co. brand, aiming to enhance its visibility on retail
shelves and underscore its commitment to reducing plastic. At the
heart of the rebrand is the emphasis on Grove Co.'s material
selection, particularly aluminum, chosen for its scalability and
sustainability. The packaging highlights the brilliance of brushed
aluminum as a symbol of reduced-plastic swaps while also delivering
a counterworthy sustainability badge customers will be proud to
showcase. Grove Co. products have been sold in powdered aluminum
packaging since 2020, leveraging the infinitely recyclable material
to help customers go Beyond Plastic™ with their consumer
products.
On the design itself, the rebrand features elevated fragrance
illustrations as the central component, helping to communicate the
experiential nature of Grove’s natural origin fragrances. Dish soap
and hand soap packaging are knocked-out negatives of one another,
reserving the aluminum-forward version for dish soap — a more
efficacy-driven category — and leaning into more color coverage on
hand soap — traditionally a more fragrance-driven category. This
allows for better differentiation between formats at-shelf while
still letting scent unite the assortment overall through
design.
All new products launched in 2024 and beyond will leverage the
new artwork, while all existing product lines will transition to
the new packaging throughout the year and as inventory is
restocked.
Brand Strategy
In an effort to focus resources on bringing the most innovative
products to market, Grove Collaborative is consolidating all owned
brand products under the Grove Co. label. This includes
streamlining the current Rooted Beauty personal care brand under
Grove Co. while sunsetting the Good Fur, Honu, Peach, Sustain, and
Superbloom brands. This update aims to simplify the experience for
customers and further build Grove Collaborative’s owned product
offering under a single brand.
“Perfect Isn’t Sustainable” Campaign
Grove Collaborative aims to meet conscientious customers
wherever they are on their sustainability journey, whether they’re
trail blazers leading the movement or those taking their first
small steps to reduce their plastic footprint. The Company also
knows that living a more sustainable life can feel complicated and
overwhelming — especially in a world where it’s impossible to make
perfectly sustainable choices 100% of the time.
That’s why beginning in April, Grove will champion the idea that
“Perfect Isn’t Sustainable, Progress Is” — a rallying cry to think
about sustainability differently — through a digital campaign
across paid, social, email, and performance marketing channels.
Instead of judging individual choices or others for not being
perfect, Grove wants to celebrate all sustainable choices, starting
with small, achievable ones. By choosing aluminum over plastic or
purchasing a refill system instead of a single-use plastic product,
customers can help move the consumer products industry away from
single-use plastic and towards more sustainable solutions.
Grove Co. Innovation Launches
Ready-to-Use Assortment
The newest product offering from Grove Co. is a ready-to-use
line of everyday home essentials in aluminum packaging, including
hand soap, dish soap, and concentrated laundry detergent, making it
more convenient than ever for customers to make sustainable
choices. The new assortment aims to lower the barrier to
sustainable home care by providing affordable, beautiful, reduced
plastic offerings at an entry price point without the need for a
durable dispenser. The hand soap will retail at $3.99 and the dish
soap will retail at $5.49. Grove Co.’s ready-to-use concentrated
laundry detergent, retailing for $9.99, comes in a sleek aluminum
bottle with a category-first, no-drip aluminum dosing cap for easy
dispensing.
The ready-to-use hand and dish assortment was brought to life
through Grove Co.’s ongoing retail partnership with Target to
develop a product line that stands out on store shelves and conveys
sustainability at a glance. Customers can find the new ready-to-use
assortment on Grove Collaborative’s online marketplace and in more
than 7,500 brick-and-mortar stores across the U.S. through retail
partners like Target, CVS, and more. Grove Co. will also continue
to offer its hallmark refill solutions, which include a durable
dispenser and concentrated refills in aluminum packaging.
New Fragrances
Grove Co. products now also feature a number of new signature
scents. In line with Grove Collaborative’s uncompromising
ingredient standards, Grove Co. products are made with Natural
Origin Fragrance — fragrances that meet the ISO 16128 industry
standard — to create bold, beautiful outdoor-inspired scents. The
fragrances were inspired by different category, room, and surface
occasions to increase category-specific efficacy cues. Four new
fragrances launching this year across all product formats will
bring newness to the assortment in line with category trends, such
as ozonic and minty “blue” fragrances in glass cleaner
concentrates, watery fragrances in hand and dish soap, and more
modern takes on citrus in multi-purpose clear concentrates. The
fragrances create vibrant, memorable scent experiences consumers
will love, including:
- Sunshower: Dive into sun-drenched waters sparkling with
notes of juicy pineapple, refreshing orange, and warm summer
sands.
- Fresh Pomelo: A bright, tangy citrus that’s invigorating
grapefruit with the sweetness of pomelo. It’s a stroll through a
sunny citrus grove as notes of freesia and raspberry sweep in on
the breeze.
- Wild Mint: A burst of invigorating peppermint and
spearmint with the lushness of fresh greens. Like a dew-touched
herb garden – no green thumb required.
- Sea Spray: A serene moment of translucent waters infused
with fig, fresh green bamboo, and warm cedar. Like driving to the
coast with the windows down.
Celebrating Partnerships
Sustainability is at the core of everything Grove does and the
progress that has been made toward the Company’s mission and
sustainability goals is a result of several core partnerships.
These partners include customers, who advance Grove’s mission
through their ongoing support with every purchase, as well as other
essential partners that bring Grove’s commitments to life.
Throughout Earth Month, Grove will spotlight its core
sustainability partners across social media channels to educate
their audience on the role they play and the impact they make every
day, including:
- 5 Gyres, Grove’s non-profit plastics research and
advocacy partner, performs studies that reinforce the importance of
the Company’s ongoing sustainability commitments and the impact of
plastics on our oceans, environment, and communities. As the leader
in the global movement against plastic pollution, 5 Gyres empowers
action against the global health crisis of plastic pollution
through science, education, and advocacy. With Grove's support, 5
Gyres was able to publish 8 research papers and engage on 26
legislative bills in 2023 alone. Grove has donated over $100,000 to
5 Gyres since 2019.
- rePurpose Global supports Grove’s plastic neutrality
commitment. For every ounce of plastic Grove sells to its
customers, its partnership with rePurpose Global recovers an equal
amount of nature- and ocean-bound plastic, preventing it from
polluting the environment. rePurpose Global works with local
innovators to bring ethical waste management services and
socioeconomic benefits to underserved communities. As a result of
Grove’s partnership with rePurpose Global and other plastic
recovery platforms, the Company has collected more than 15 million
pounds of plastic waste since 2020.
- The Nature Conservancy is Grove’s forest conservation
partner. Grove is partnering with The Nature Conservancy to support
Indigenous-led conservation across 2 million acres in the Tongass
National Forest. Supported by Grove, The Nature Conservancy’s
Emerald Edge program is working alongside Indigenous and community
partners to safeguard the region’s climate mitigation capacity,
rich biodiversity, and the social and economic well-being of local
communities.
About Grove Collaborative
Launched in 2016 as a Certified B Corp, Grove Collaborative
Holdings, Inc. (NYSE: GROV) is transforming consumer products into
a positive force for human and environmental good. Driven by the
belief that sustainability is the only future, Grove creates and
curates more than 200 high-performing eco-friendly brands of
household cleaning, personal care, health and wellness, laundry,
clean beauty, baby, and pet care products serving millions of
households across the U.S. each year. With a flexible monthly
delivery model and access to knowledgeable Grove Guides, Grove
makes it easy for everyone to build sustainable routines and Be a
Force of Nature.
Every product Grove offers — from its flagship brand of
sustainably powerful home care essentials, Grove Co., to its
exceptional third-party brands — has been thoroughly vetted against
the Grove Feel Good Standard, which guarantees strict ingredients
criteria, 100% plastic neutral orders, carbon neutral shipments,
and the highest quality performance in addition to being certified
cruelty-free and ethically produced. Grove is a public benefit
corporation on a mission to move Beyond Plastic™ and is available
at select retailers nationwide, making sustainable home care
products even more accessible. For more information, visit
www.grove.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20240328710144/en/
Ryan Zimmerman Ryan.Zimmerman@grove.co
Grafico Azioni Grove Collaborative (NYSE:GROV)
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Da Ott 2024 a Nov 2024
Grafico Azioni Grove Collaborative (NYSE:GROV)
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Da Nov 2023 a Nov 2024
