Free Subscription

  • Access daily briefings and unlimited news articles


Try one month for $34.95
  • Quarterly magazine and digital
  • Indepth executive interviews
  • Unlimited news and insights
  • Expert opinion and analysis

Pine O Cleen scrubs up for brand relaunch

Australian disinfectant brand Pine O Cleen has launched a variety of new products with a fresh look.

The brand relaunch includes a range of new liquid disinfectants, floor cleaners, multi-purpose triggers and surface wipes.

The new products bring cleaning back to basic with essential oils, baking soda or vinegar and 100 per cent natural fibre wipes.

The brand first entered the Australian household cleaning category over 70 years ago, when it launched a disinfectant liquid with pine oil in Melbourne. It is now hoping the new range will meet the needs of today’s consumer.

“Australian homemakers have trusted Pine O Cleen to keep their homes clean and free from 99.9 per cent of germs for almost eight decades. The brand team is excited to carry this trust through to new generations via an innovative relaunch that was powered by consumer behavioural insights,” says senior manager of R&D Operations at Reckitt Benckiser, Dr. Duncan Watson.

“From our core multi-purpose cleaner range which now includes fragrance infused with essential oils, to launching a new 3in1 range infused with natural ingredients well-known for their cleaning properties, this new range is reflective of the way Australians prefer to clean their home today – by using products that align with their values and get the job done well.”

The new ‘3in1’ range, includes baking soda or vinegar and kills 99.9 per cent of germs. While the new All-in-One Disinfectant Gel can be applied to multiple vertical surfaces.

The company said it will launch more products in 2020 and beyond.

You have 3 free articles.