Grove Collaborative Launches Grove Co. Rebrand with New Ready-to-Use Assortment in Beautifully Sustainable Aluminum Packaging - Seite 4

New Fragrances

Grove Co. products now also feature a number of new signature scents. In line with Grove Collaborative’s uncompromising ingredient standards, Grove Co. products are made with Natural Origin Fragrance — fragrances that meet the ISO 16128 industry standard — to create bold, beautiful outdoor-inspired scents. The fragrances were inspired by different category, room, and surface occasions to increase category-specific efficacy cues. Four new fragrances launching this year across all product formats will bring newness to the assortment in line with category trends, such as ozonic and minty “blue” fragrances in glass cleaner concentrates, watery fragrances in hand and dish soap, and more modern takes on citrus in multi-purpose clear concentrates. The fragrances create vibrant, memorable scent experiences consumers will love, including:

• 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:

• 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.
• The Nature Conservancy is Grove’s forest conservation partner. Grove is partnering with The Nature Conservancy to support Indigenous-led conservation across 2 million acres in the Tongass National Forest. Supported by Grove, The Nature Conservancy’s Emerald 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 Grove Collaborative