Mrs. Meyer’s Clean Day Earns a 30% Price Premium by Giving Mom Peace of Mind

Mrs. Meyer’s Clean Day Earns a 30% Price Premium by Giving Mom Peace of Mind

The Wall Street Journal called the Mrs. Meyer’s Clean Day cleaning products line a “surprise retail hit” that carries a 30% price premium. The products are widely available in the US, from big box stores to small, independent retailers. Mrs. Meyer’s Clean Day has built a brand around helping moms provide natural, safe environments for their families. From the brand’s Our Story page:

“Our products were inspired by Mrs. Thelma A. Meyer, an Iowa homemaker and mother of nine. It all started when one of her daughters was walking down a cleaning aisle, eyeing all the products with their harsh, stinky chemicals. Right then and there, she had an idea: ‘Let’s make cleaners that smell nice, like my mom’s garden, but still work like the dickens on daily dirt and grime.’”

Safety and health are one of Mom’s most important hot button themes when it comes to her child. Most recent research by the Marketing to Mom’s Coalition shows that 84% of moms rank her child’s safety as very important (compared with 67% of dads). 65% of moms also consider “all-natural” as an important designation. The full 2012 State of the American Mom report is available for purchase from the not-for-profit.

Brands like Mrs. Meyer’s help Mom by providing her with peace of mind with natural cleaning options, which seem safer for young children and pets. Zola, a mom of an infant/toddler, mentioned that she is concerned with the cleaning chemicals that she uses around the house, and she has switched to Mrs. Meyer’s:

“They have really good scents and clean well (except the detergent). I love Mrs. Meyer’s because it’s natural, and you don’t have to worry about it so much. Before that, I was using vinegar to clean, but it doesn’t cut grease. I’m using a lot of Mrs. Meyer’s now that I have a baby.”

In addition to its general line of household cleaners and laundry room products, the Mrs. Meyer’s brand also offers Baby Blossom Laundry Detergent, which is “extra gentle” and “dermatologist tested to be safe for baby.”

Moms also appreciate the interesting and unusual scents like radish, parsley and geranium– products that “smell like a garden,” not like harsh chemicals. Praise of these scents are frequent on Facebook. Cecilia writes, “I’m obsessed with the geranium countertop cleaner!” and Laura comments, “Just received my radish cleaning products! WOW! Wonderful smell!”

Mrs. Meyer’s uses extensive word-of-mouth marketing approaches, understanding that moms value each other’s opinions. In this magazine advertising example, the brand highlights various testimonials more than specific product benefits:
Mrs. Meyer's Ad

Unlike some other natural cleaning product brands, Mrs. Meyer’s has a focus on packaging design that communicates its mom-friendly message with retro nostalgia, as written about by Fast Company author Ken Carbone.  This designer credits the stand-out design with helping grab Mom’s attention in this crowded space.

Mrs. Meyer’s Clean Day is a brand that understands its market segment and seemingly structures every strategy and action around satisfying its core consumer– from product development to packaging design to advertising.

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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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