In Stores Now: An Endcap for the Guys

There are several story lines near and beneath the surface of Hero cleaning products. First up: It’s a cleaning product for guys, in a category where packaging and marketing tends to talk to the female decision maker.

Hero Clean founder Mike Eaton tells the story on the company web site about going to the grocery store to buy some laundry detergent. “After trying in vain to find one that didn’t smell offensively sweet or floral — it dawned on me that nothing in the cleaning products aisle was created with guys in mind.”

That led to the launch of Hero Clean, a family of cleaning products which made a debut at the Ace Hardware Convention and Exhibits earlier this spring. The brand is making its way to store shelves, including this endcap at Town Hardware in Clark, New Jersey (above).

Another story in the Hero Clean anthology is its veteran support — 7% of company profits are donated to the Iraq and Afghanistan Veterans of America.

And then there’s the story of the product itself. The laundry detergent promises Odor Defeater Technology, and 6 “powerful enzymes for fighting stains. The scent is juniper based.