WWW CLEANRIGHT EU One click to a cleaner

WWW. CLEANRIGHT. EU: One click to a cleaner and safer home ! General presentation, 12 Nov. 2009 1

www. cleanright. eu ÞWhy? ÞWhat? ÞFor whom?

Information to End-users Current Status • Via the label - Dosing, tips (brand/industry), ingredients + link to individual websites, others (e. g. voluntary schemes) • Via company websites (brand or others) - Cf detergent regulation - list of ingredients - Others: tips, more in depth company information • Via company care lines • Via industry websites (e. g. washright, save energy and water, Charter…) • Others (e. g. Consumer Associations, Ministries, media, internet etc)

Information to end-users Challenges & Opportunities Þ Not always a clear connection between different schemes Þ Call for greater transparency Þ Limited space on packs - Multilingual issues Þ Priority information to appear on label; more details may be found via other tools Þ Pertinence to provide, at European level, central reference information

The external environment REACH, GHS, « Risk-based/ Safe use » Communication

www. cleanright. eu Principle: Develop a pan-European website tool for consumers in Europe which would become the official reference source for information on detergents and cleaning products, common to all the industry => Greater transparency => Layered approach (from layman to semi-technical, technical) => Relevant European-wide/industry-wide information

www. cleanright. eu • Joint pan-European project by : – A. I. S. E. (European soaps, detergents and maintenance products industry association) – and Cefic (European Chemicals industry association) • Objectives : – Promote the image of both industries vis-à-vis stakeholders, regulators at EU and national levels – Communicate transparently and in an accessible way to consumers on all information common to the industry, from simple tips and tricks to more technical/scientific information through one central industry web portal. 8

www. cleanright. eu: Status Nov. 09 • • Work initiated in 2007 Joint A. I. S. E. /Cefic Task Force Internal testing end 2007 Consumer testing in April 2008 External stakeholder consultation early Sept 2008 Launch on 3 Dec. 2008 for: UK, France, Germany, Poland Launch on 2 Dec. 2009 for: Be/Lux, NL, Italy, Spain, Bulgaria Other languages/countries onwards 9

Cleanright: launch at EU Level, 3 rd Dec. 2008 From left to right, at the launch of Cleanright in Brussels, (3 rd Dec 08) : Alain Perroy, Director General Cefic; Susanne Zänker, Director General A. I. S. E. , Stefano Soro, Head of Unit, European Commission DG Health & Consumers ; Monique Goyens, Director General BEUC

What? • Layered approach • Level 1: Consumer friendly Visit the house and tips • Level 2 and 3: Semi technical and technical 11

How? • Level 1: Consumer friendly Visit the house and tips 12

How? • Level 2 and 3: Semi technical and technical 13

Promotion… ÞBy Industry Associations: ÞAt EU level: by A. I. S. E. and Cefic, as well as related industries (eg IFRA, CECED etc) vis-à-vis EU stakeholders ÞAt National level: via local A. I. S. E. and Cefic associations and related industries vis-à-vis national stakeholders, media, consumers ÞBy Companies involved in the soaps, cleaning, maintenance products industry, vis-à-vis stakeholders and consumers ÞBy any other organisation interested in relaying such information

Central « Library » of Promo Material - Concept: Provide template material available for associations and companies who could relay Cleanright locally to help drive traffic to the site - Already developed and available: - Press release - Leaflet - Poster - Web banners (english, polish, french, german) - Exhibition material - 3 x 4 m stand display - Mascot of Mr Sponge - Promotional material - Library/material available from: www. aise. eu/cleanright

Web banners- examples:

www. cleanright. eu • A great project that needs promoting ! • Thank you for your help to promote it via optimal routes to consumers THANK YOU!! For further information, the Project Team in Brussels (A. I. S. E. /Cefic) remains available to answer potential questions that countries may have on Cleanright. ksa@cefic. be ; valerie. sejourne@aise. eu; sandra. dworak@aise. eu