Clorox Uses TikTok to Test New Scents
The Clorox Co.’s Pine-Sol brand is letting consumers decide which new scents to add to its line of products — and it’s turning to TikTok Shop to help with the endeavor.
The company is offering four scents exclusively on TikTok Shop in an effort to test a faster, more social-first approach to product development and relevance with younger consumers.
Pine‑Sol is introducing its alter‑ego brand, OMG da Pine, inspired by its owned social universe to consumers through these efforts. The brand will release its multi-surface cleaner in limited-edition scents.
Its Magic Matcha and Strawberry Shine scents became available to consumers on May 19. Two others — Banana Boogie and Midnight Espresso — are set to release on June 2.
Packaged in custom bottles that feature characters from the OMG da Pine social universe, the launch brings the digital personalities that TikTok consumers have come to recognize onto products in stores.
The pilot is proving how the Pine‑Sol brand can use social channels to identify customer preferences more quickly, fuel relevance and create a new avenue for consumer co‑creation, according to a post in the company’s online newsroom.
Clorox has spent more than a year pioneering the social-first marketing approach, and reports that the brand has been successful in creating viral moments that drive relevance with new consumers.
This effort marks the first time the Pine‑Sol brand is selling products on TikTok Shop. The company is hoping that by letting consumers vote with their wallets, the test will help identify which on-trend scents resonate with consumers enough to scale to store shelves.
