Walgreen Co. has begun the rollout of Ology, which it calls the first nationally accessible and affordable brand of home products free of harmful chemicals.


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Retail News Breaks

Walgreens unveils 'green' private-label line

November 5th, 2012

DEERFIELD, Ill. – Walgreen Co. has begun the rollout of Ology, which it calls the first nationally accessible and affordable brand of home products free of harmful chemicals.

Due to be available nationwide this month, Ology includes baby care and personal care products and household cleaners.

The drug chain said Monday that the new private label, exclusive to its Walgreens and Duane Reade stores, includes baby care and personal care products and household cleaners that "are value priced compared to conventional formulas of leading brands."

Select Ology products are available in stores and online now, and plans call for the items to be available nationwide by early November, according to Walgreens.

Products include a lotion and two-in-one body wash for babies, a liquid laundry detergent and a fabric softener, a glass cleaner and an all-purpose cleaner, and adult shampoo and hair conditioner.

The Ology line also features light bulbs and paper products that are 100% tree-free and made from readily renewable resources, including bath tissue, facial tissue, paper towels, copy paper and compact fluorescent light bulbs.

Walgreens noted that the introduction of Ology reflects rising customer demand for eco-friendly products. The company said consumer groups helped drive support for the U.S. Senate’s recently approved chemical reporting bill, The Safe Chemicals Act. If passed, the measure would be the first overhaul of the federal chemical law since 1976, according to the drug chain. The new bill would require that ingredients be determined safe for human health before being used in everyday consumer products.

The pending legislation has led some industry leaders to vow to remove potentially harmful and carcinogenic chemicals from offerings over the next several years, Walgreens added.

"Walgreens is proud to be leading the charge by providing Ology, the first nationally accessible and affordable line of household liquid products free of harmful chemicals available in our stores," Joe Magnacca, president of daily living products and solutions for Walgreens, said in a statement. "Ology reflects our dedication to innovation, our constant drive to improve our customers' quality of life, and our ongoing commitment to help people get, stay and live well."

According to Gigi Lee Chang, chief executive of the nonprofit group Healthy Child Healthy World, increasing evidence shows that chemicals in everyday products could be contributing to children's diseases and behavioral disorders, including asthma, autism and cancer.

"Until the U.S. adopts better regulations around product safety — like we do in other countries — parents are left to bear the burden of protecting their children's health by educating themselves and making conscious purchases," Chang stated. "With the help of Walgreens Ology products, concerned consumers now have easier access to affordable and safer solutions."

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