Clorox has rolled out a mobile strategy to support its Ingredient Inside program that educates consumers on what types of fragrances and ingredients are in their cleaning products.

The brand has introduced an application and mobile Web site. The app is being launched for iPhone devices with plans to extend onto other platforms in the coming months.

?Overall, the bigger initiative is that our stakeholders and consumers want to know what is in our products,? said Aileen Zerrudo, director of corporate communications at Clorox, Oakland, CA.

?We see the app and mobile site as an extension of how we have to address various different mediums, and as people use mobile more we need to give them the tools they need at the point of purchase,? she said.

Mobile scoop
Clorox originally announced that it was working on adding a mobile component to the Ingredient Inside program this past summer.

One of the main draws of the Inside Ingredient iPhone app is that it lets consumers scan UPC codes on products to access content about what is in Clorox laundry and cleaning products.

Users can access the new Clorox mobile site at http://i.clx.com.

Here is an example of the products users can view the ingredients of

Consumers can search through products by brand name, which includes Clorox, Tilex, Pine-Sol and Green Works cleaning items.

Once a user selects a product, she can view a picture of the product and a list that shows each ingredient. Additional information about why the ingredient is used is also available.

Safety first
Clorox is using mobile as part of its mission to be transparent to consumers about product ingredients.

By using a bar code scanner, Clorox realizes that its demographic of moms are smart shoppers and will take an extra step, such as scanning a UPC code on their mobile device to make sure that their family is safe.

Additionally, Clorox is trying to capture a wide range of users with both an iPhone app and mobile Web site.

In addition to the Inside Ingredient app, Clorox has also used apps in the past to help moms solve issues while on the go.

For example, the company used both an app and mobile Web site with the myStain campaign to reach moms who were looking for quick tips on removing stains (see story).

According to Ms. Zerrudo, Clorox began its initiative to give users access to product information in 2009 via its Web site and making it optimized for mobile is the next logical step.

?We are seeing that mobile computing is triggering a shift in behavior with how consumers access information, and by putting information on our mobile sites and apps, we are giving consumers access to them anytime and anywhere they will be,? Ms. Zerrudo said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York