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SC Johnson makes ingredients transparent for Hispanic consumers in US

Spanish speaking consumers now have a new website where they can get full disclosure of ingredients. By 2012, package labels will help drive them there.

According to the article on the Centers for Disease Control (CDC) says “language barriers are one of the leading factors that contribute to poor health outcomes among U.S. Hispanics.”

"Families want to know what's in the products they use in their homes," said Chairman and CEO Fisk Johnson. "By making that information accessible to Spanish-speaking consumers, too, we're helping even more families understand that they can trust our products and our company."

“SC Johnson's English-language ingredient website launched in March of last year with information about several SC Johnson products including Windex(R) Outdoor, Shout(R) Wipes, Glade(R) aerosol and others. The more than 200 products now included in the site are also now available in Spanish. The site will also include details about fragrance and preservative ingredients when fully populated by January 2012.”

“To date, includes 129 SC Johnson air care products and 76 home cleaning products, as well as explanations of the 169 ingredients that comprise these products.”

The article also mentions SC Johnson is “working with notable Hispanic influencers and experts as guest bloggers to continue the Spanish-language dialogue online.”

In my opinion, this is a perfect branding strategy involving product, packaging and the internet, with an added bonus of a social networking component.

Like Stoneyfield Farm, whose website contains pages and pages on their commitment to sustainability, SC Johnson now extends their on-line efforts to a very important target market segment.

Whether Hispanic, Caucasian, African American, Indian or Asian, consumers now and in the future will demand more transparency in their brand choices. Using the package to drive consumers to the website is the natural path. Yes, games, contests and coupons are cool too, but offering truly helpful information concerning ingredients is socially responsible and deserves notice.

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