Ryan Lupberger, Co-Founder and CEO at Cleancult, explains the difference. Cleancult quickly became a true disrupter in the cleaning product space, expanding the limits of environmentally friendly products and packaging with commercial appeal. Here, Ryan shares valuable lessons he’s learned for entrepreneurs and innovation leaders in product development, retail expansion, and marketing strategies.
Join us as we discuss:
- Sustainability and product innovation in the cleaning products industry
- Learning consumer habits and using consumer feedback in an effective way
- The differences in appealing to online and in-store shoppers
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Listen to "Cleancult’s Eco-Friendly Mission to Meet Consumers Where They Are" on Spreaker.
Summary
Ryan Lupberger, the founder of Cleancult, shares the story of how the company started and its journey to disrupt the household cleaning industry. Cleancult focuses on creating cleaning products with better ingredients and packaging. They were the first company to put soap products into milk cartons, which presented many challenges but eventually became a success. Ryan discusses the importance of understanding the target consumers and meeting them where they are, both in terms of price and packaging. He also emphasizes the value of talking to shoppers and continuously innovating to stay ahead in the market. The conversation covers topics such as gratitude and loyalty programs, product innovation and launches in 2023, meeting consumers where they are, category focus and future innovation, and exciting innovations in 2024.
Takeaways
Cleancult was founded to disrupt the household cleaning industry by creating products with better ingredients and packaging.
The company faced challenges in developing its unique milk carton packaging but eventually found success.
Understanding the target consumers and meeting them where they are is crucial for success in retail.
Continuous innovation and listening to customer feedback are crucial to staying ahead in the market. Retailers and brands are showing gratitude to loyal consumers through extra discounts and rewards.
Product innovation and launches in 2023 are driven by the need to meet consumers' convenience and preferences.
Meeting consumers where they are and making sustainability solutions convenient is crucial for driving behavior change.
Cleancult focuses on categories like enhanced soap, dish soap, and all-purpose cleaner, while facing challenges in the laundry category.
