Question · Q2 2026
Edward Lewis asked if Clorox is able to pitch new innovative products at historic premium prices, or if the current environment gives pause when considering potential pricing levels for these new offerings.
Answer
Linda Rendle (Chairman and CEO) stated that Clorox conducts extensive testing to determine the right value mix for innovation, considering benefits, differentiation, and brand strength. She confirmed that many innovations launch with a price premium, and consumers are willing to pay for superior products and experiences, citing examples like Clorox wipes and ToiletWand. However, she also emphasized the need to appeal to value-seeking consumers by optimizing the value equation for core businesses, removing non-value-adding costs, and getting pricing/sizing right.
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