Brillo® Announces New Products, 'Return to Pink' and BCRF Partnership

WALLED LAKE, Mich., July 21 /PRNewswire/ -- Homemakers today visiting the cleaning aisle of their local retailer will find an exciting array of new products from Brillo including a whole new line of household cleaning products that brings together two of the industry's leading brands for a new offering of products, Brillo Estracell Sponges. This new line of products from Brillo will feature a variety of Estracell more sanitary sponges including the Wedge Edge, the Heavy Duty Scrub Sponge, the Light Duty Scrub Sponge and the Sponge Wipe. Shoppers will also notice a new look for the company's world-renowned soap pads, which will include more soap in each pad, new packaging and a return to the traditional pink soap for the original soap pads, and new yellow soap for the lemon scented soap pads.  To celebrate the return to pink, Armaly Brands has entered into a partnership with the Breast Cancer Research Foundation and will be donating five cents for each purchase of specially marked packages of Brillo products up to $50,000.  Armaly Brand products are available nationwide at Wal-Mart stores and other fine retailers.  

"Brillo® has been one of the most trusted names in household cleaning for almost a century and is one of the world's most recognizable brands, featured in modern art, songs, movies – and of course, households nationwide," said Jeremy Bakken, spokesperson for Armaly Brands which owns both brands.  "Estracell sponges are better cleaning, faster rinsing and more sanitary, and are the choice of more than two thirds of consumer and professional buyers who prefer polyester sponges.  The strength of these two brands, along with the superior cleaning capability offered by the products makes this one of the most appealing line of household cleaning products on the market today."

Estracell is a nonorganic material formulated from a proprietary formula to form a product similar in composition to a natural ocean sponge.  The Estracell material creates a more sanitary line of sponge products and offers a range of simple yet effective cleaning solutions to pick up dirt and rinse it away.  The unique cell structure picks up dirt, rinses cleaner and dries out faster, eliminating the perfect breeding condition for bacteria and fungal growth.  These properties have helped Estracell more sanitary sponges become a market leader and consumer favorite ever since their introduction nearly 40 years ago.

The patent pending Wedge Edge is a multi-surface, no scratch scrub sponge that reaches deeper into hard-to-get-to corners and crevices.  This uniquely shaped sponge features a multi-surface scrub material designed to clean most surfaces on one side that is great for removing build up in hard to reach places.  The other side features an Estracell more sanitary sponge which reaches in and easily wipes up dirt and food particles in those trouble areas that can be difficult for traditional sponges with 90-degree corners to reach.  

The Sponge Wipe offers homemakers a new option for quick clean ups around the house.  Made from Estracell material, these convenient, over-sized sponges wipe fast, rinse cleaner, and offer a more sanitary solution to help homemakers avoid cross contamination around the home.  Whether they're a traditional sponge, cloth or paper towel user, homemakers will appreciate the convenience and versatility of the Sponge Wipe.

About Armaly Brands Company:

Headquartered in Walled Lake, Mich., Armaly Brands (www.armalybrands.com) is the nation's leading manufacturer and marketer of Estracell® and polyester-based sponges.  Armaly has a long history of innovation in sponge technology, including the introduction of Armaly ProPlus® polyester sponges and Estracell® More Sanitary sponges in the 60s and America's #1 selling driveway wash sponge AutoShow brand SoftGrip® in the 90's.  Founded in 1908 in the Bahamas as a worldwide producer of natural sponges, Armaly has been an innovation leader and maintained its reputation as one of the world's leading manufacturers and marketers of consumer and commercial-grade sponge and cleaning products.

SOURCE Armaly Brands Company