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AKRON, Ohio — GoJo Industries recently expanded its hand sanitizer position with a new purchase opportunity — one that’s mom-friendly, serves an on-the-go need and is incremental to the category — with its launch of Purell Wipes into retail. Consumers, however, already are familiar with Purell Wipes to some extent as many retailers have positioned them near the shopping carts, which has created a free trial of sorts.
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The Purell brand has established a compelling proposition in the hand sanitizer space, and has become synonymous with successfully killing germs and accessibility. “[Purell] Wipes falls into that for a couple of different reasons,” said Kathleen Leigh, marketing director for Purell consumer, e-commerce and shopper marketing, in an interview with DSN. “Accessibility because people want products like that when they’re on the go, in their cars or wherever,” she said. “They also, to add to hand sanitizer, sometimes want [germ-killing] and cleaning. [The canister] fits nicely in a cup-holder in a car. We have found that … people like having it there [for their] messy kids when they’re getting in and out of mom’s mobile command center,” she said.