Grove Collaborative Launches Grove Co. Rebrand with New Ready-to-Use Assortment in Beautifully Sustainable Aluminum Packaging
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 ™
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“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
This April, Grove celebrates the progress made on key sustainability goals, including:
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Certified B Corporation : Marking their tenth year as a certifiedB Corporation and fourth year as aPublic 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.
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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 ofSoutheast Alaska .
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https://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/
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https://www.unep.org/news-and-stories/story/single-use-plastic-has-reached-worlds-deepest-ocean-trench
Grove Co. Brand Updates & Initiatives
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,
“Perfect Isn’t Sustainable” Campaign
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.
Ready-to-Use Assortment
The newest product offering from
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
New Fragrances
- 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:
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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.
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The Nature Conservancy is Grove’s forest conservation partner. Grove is partnering withThe Nature Conservancy to support Indigenous-led conservation across 2 million acres in theTongass National Forest . Supported by Grove, The Nature Conservancy’sEmerald 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
Launched in 2016 as a
Every product Grove offers — from its flagship brand of sustainably powerful home care essentials,
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Ryan.Zimmerman@grove.co
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