A New Way to Stop Allergens: Introducing Clorox™ PURE™ Allergen Neutralizer

Rhea-AI Summary

The Clorox Company (NYSE: CLX) on Jan. 13, 2026 introduced Clorox™ PURE™ Allergen Neutralizer, a new daily line of air and fabric sprays designed to neutralize common household allergens such as pollen, dust mite matter and pet dander.

The formula uses a plant-based active with Aller-Fresh™ Technology that the company says changes allergen protein shape to prevent receptor binding. Products include Daily Air Spray and Fabric & Carpet Spray in four fragrances, and are available at major retailers including Walmart and Amazon and at Clorox.com/Pure.

News Market Reaction

+1.76%

1 alert

+1.76% News Effect

On the day this news was published, CLX gained 1.76%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Company history: More than 100 years Fragrance count: 4 allergen-free fragrances Fragrance allergens excluded: 82 common fragrance allergens

3 metrics

Company history More than 100 years Clorox experience mentioned in allergen-neutralizer launch

Fragrance count 4 allergen-free fragrances Clean Breeze, Ocean Mist, Nighttime Calm, Energizing Citrus

Fragrance allergens excluded 82 common fragrance allergens Excluded from Clorox PURE allergy-friendly fragrances

Market Reality Check

Price: $109.84 Vol: Volume 2,232,258 is below...

normal vol

$109.84 Last Close

Volume Volume 2,232,258 is below the 20-day average of 2,495,918 shares. normal

Technical Price at $106.98 is trading below the 200-day MA of $121.62 and 34.86% under the 52-week high.

Peers on Argus

CLX was up 0.74% while peers showed mixed but mostly positive moves: CHD +1%, HI...

CLX was up 0.74% while peers showed mixed but mostly positive moves: CHD +1%, HIMS +4.07%, EL +0.05%, KMB +0.4%, and CL -0.09%. With no peers in the momentum scanner, this points to a stock-specific reaction to the allergen-neutralizer launch.

Historical Context

5 past events · Latest: Dec 11 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Dec 11	Product promotion	Positive	+0.3%	Kingsford Christmas Coal limited-edition charcoal product launch and giveaway.
Dec 02	Marketing campaign	Positive	-0.5%	Glad brand campaign featuring Oscar the Grouch and social promotions.
Nov 20	Conference appearance	Positive	+1.7%	CFO fireside chat at Morgan Stanley consumer and retail conference.
Nov 18	Dividend declaration	Positive	-1.7%	Board declared regular quarterly dividend of $1.24 per share.
Nov 12	Promotional offer	Positive	-0.3%	Launch of Clorox Gift of Clean holiday promotion with free cleaning service.

Pattern Detected

Recent brand and marketing news for CLX has typically driven small, mixed price reactions, with positive-sounding announcements sometimes met by modest declines.

Recent Company History

Over the last few months, CLX news has focused on brand promotions and shareholder returns. Product and campaign launches like Kingsford’s Christmas Coal (Dec 11, 2025) and Glad’s Oscar the Grouch campaign (Dec 2, 2025) produced modest, mixed moves. A conference appearance announcement on Nov 20, 2025 saw a +1.67% reaction, while a regular quarterly dividend of $1.24 per share declared on Nov 18, 2025 coincided with a -1.71% move. Today’s allergen-neutralizer launch fits this pattern of incremental, brand-focused developments.

Market Pulse Summary

This announcement highlights CLX’s effort to expand from surface cleaning into indoor wellness with ...

Analysis

This announcement highlights CLX’s effort to expand from surface cleaning into indoor wellness with the Clorox PURE allergen-neutralizer line, featuring 4 allergen-free fragrances formulated without 82 common fragrance allergens. In context of recent promotional and branding initiatives, it represents another incremental portfolio extension. Investors may monitor adoption at retailers like Walmart and Amazon, the impact on brand perception, and how such innovations contribute to CLX’s positioning within household and personal products.

Key Terms

allergens

1 terms

allergens medical

"a groundbreaking line of daily allergen neutralizers to manage common household allergens"

Allergens are substances — such as foods, chemicals, or proteins — that can trigger an unwanted immune reaction in some people, ranging from mild irritation to life‑threatening responses. For investors, allergens matter because they drive regulatory labeling, product reformulation, testing requirements, recalls, and liability exposure; like a hidden tripwire in a product, an allergen can suddenly raise costs, limit market access, or damage a brand.

AI-generated analysis. Not financial advice.

Clorox enters the air care category with a groundbreaking line of daily allergen neutralizers to manage common household allergens like pollen, dust mite matter and pet dander¹.

OAKLAND, Calif., Jan. 13, 2026 /PRNewswire/ -- Get ahead of allergy season with confidence as Clorox introduces Clorox™ PURE™ Allergen Neutralizer, a groundbreaking, first-of-its-kind innovation that helps stop common household allergens like pollen, dust mite matter and pet dander before they become allergies¹. This new line of daily air and fabric sprays expands Clorox's product portfolio beyond cleaning to help support everyday wellness within the home.

Suffering from Allergies? Clorox™ PURE™ is Here to Help Manage Indoor Allergens
For many Americans, allergies can be a daily struggle, and managing them often requires a combination of solutions, from daily medications and eye drops to frequent cleaning and even lifestyle changes like altering diets or avoiding pets. While many associate allergies with springtime, they can impact individuals year-round depending on where they live and their daily habits². Allergens often lurk indoors, hidden in fabrics or even in the air, making them difficult to control. With Clorox™ PURE™, people have a new, easy-to-use solution that fits seamlessly into daily routines to help stop allergens before they become allergies¹.

What is Clorox™ PURE™
Clorox™ PURE™ Air and Fabric & Carpet spray are daily allergen neutralizers. Allergens are active protein structures that bond to receptors in your body and cause an allergic reaction: congestion, sneezing and itchy, watery eyes. Powered by a plant-based active ingredient with Aller-Fresh™ Technology, Clorox™ PURE™ neutralizes allergens by changing the shape of the protein structure itself, so the allergen can no longer bond to receptors in the body and trigger a reaction.

The line is designed for daily use and includes:

• Clorox™ PURE™ Daily Air Spray for use in common living spaces like the living room, bedrooms, entryway and more.
• Clorox™ PURE™ Fabric & Carpet Spray for use on soft surfaces including hard-to-clean areas like carpets, upholstered furniture, curtains, bedding and more to neutralize allergens¹ and freshen fabrics.

Clorox™ PURE™ is available in four allergen-free fragrances³ – Clean Breeze, Ocean Mist, Nighttime Calm and Energizing Citrus – freshening both the air and fabrics while helping create a more comfortable home environment.

"For more than 100 years, Clorox has earned consumers' trust by focusing on what matters most to them — making everyday life a little easier. Today, managing household allergens can feel overwhelming, especially for those with allergies. With Clorox™ PURE™, we're extending our homecare expertise to the air and soft surfaces that cause allergy fighters the most challenges, simplifying a complex problem by neutralizing allergens at the source. It's another way we're helping consumers feel more comfortable and confident in their homes," said Tad Kittredge, Vice President of Marketing and Innovation at The Clorox Company.

Where to Find Clorox™ PURE™
Clorox™ PURE™ is now available for purchase in store and online at leading retailers nationwide including Walmart and Amazon. For more information about the new line of allergen neutralizers, please visit Clorox.com/Pure.

¹ Neutralizes non-living pollen, dust mite matter, pet dander spray contacts when used as directed.
² https://www.cdc.gov/climate-health/php/effects/allergens-and-pollen.html
³ Our allergy-friendly fragrances are made without the 82 common fragrance allergens that may be found in scented products.

About The Clorox Company
The Clorox Company (NYSE: CLX) champions people to be well and thrive every single day. Headquartered in Oakland, California since 1913, Clorox integrates sustainability into how it does business. Driven by consumer-centric innovation, the company is committed to delivering clearly superior experiences through its trusted brands including Brita^®, Burt's Bees^®, Clorox^®, Fresh Step^®, Glad^®, Hidden Valley^®, Kingsford^®, Liquid-Plumr^® and Pine-Sol^® as well as international brands such as Chux^®, Clorinda^® and Poett^®. Visit thecloroxcompany.com to learn more.

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SOURCE The Clorox Company

FAQ

What is Clorox announcing on Jan. 13, 2026 under ticker CLX?

Clorox announced Clorox™ PURE™ Allergen Neutralizer, a daily air and fabric spray line to neutralize household allergens.

How does Clorox™ PURE™ claim to neutralize allergens?

Clorox says its plant-based active with Aller-Fresh™ Technology changes allergen protein shape so it can no longer bind to receptors.

What product formats are in the Clorox™ PURE™ line from CLX?

The line includes Daily Air Spray and Fabric & Carpet Spray for soft surfaces and common living spaces.

Where can investors and consumers buy Clorox™ PURE™ (CLX)?

Clorox™ PURE™ is available in store and online at major retailers including Walmart and Amazon and at Clorox.com/Pure.

What fragrance options are offered for Clorox™ PURE™ products?

The products come in four allergen-friendly fragrances: Clean Breeze, Ocean Mist, Nighttime Calm and Energizing Citrus.