'More Sanitary and Reusable' Products Ease Spring Cleaning

Brillo® Estracell® sponges rinse cleaner, dry faster than cellulose reducing opportunity for bacteria growth.

Mar 10, 2011, 09:00 ET from Armaly Brands Company

WALLED LAKE, Mich., March 10, 2011 /PRNewswire/ -- According to research by the American Cleaning Institute™ For Better Living, the average kitchen dishcloth can contain 4 billion living germs.  Germs!  March 27 – April 2, 2011 is National Cleaning Week.  Busy moms will look for names they can trust to tackle their cleaning this spring.

Brillo® is reinventing the sponge, and in the process, restoring the confidence of consumers across the country in this simple, age-old cleaning tool as an effective, everyday, multi-use solution to a variety of cleaning challenges.  A number of intuitive design changes (i.e. Wedge Edge, Sponge Wipes) have allowed the company to bring new life to a product category that admittedly hasn't changed much over the last century.  And while the new designs are what first catch the attention of consumers, it's Brillo's unique Estracell® material that keeps them coming back for more.

Estracell® material helps create 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® sponges become a market leader and consumer favorite ever since their introduction nearly 40 years ago.

"The majority of consumers would never consider using a big wad of paper towel, rinsing it out, letting it dry and then using it again, because paper towels are meant to be used and thrown away," said Jeremy Bakken, spokesperson for Armaly Brands.  "But that's basically what a cellulose sponge is, a thick paper towel.  Brillo Estracell Sponges, however, offer a product similar in composition to a natural ocean sponge that stays softer, suds up faster and offers a more sanitary clean."

Brillo offers the only household cleaning products to feature Estracell®, and every day more consumers are taking note of the difference, as evidenced by several distribution expansions of the company's products in the last 18 months.  For consumers who continue to grow increasingly wary of harmful bacteria in their homes, but are also concerned about using harsh chemical cleaning agents, Estracell® products offer the perfect compromise.  Independent test results demonstrate that bacteria will not feed and survive on the sponge fibers of the Estracell® material...naturally.  And because Estracell® rinses cleaner, it also helps eliminate the single greatest consumer complaint about sponges, the smell.

About Armaly Brands Company:

Walled Lake, Michigan-based Armaly Brands (www.armalybrands.com) is the manufacturer and marketer of consumer and commercial-grade sponges and cleaning products including industry-leading brands Estracell® and Brillo®.  Founded in 1908 in the Bahamas as a worldwide producer of natural sponges, Armaly Brands has a long history of innovation in sponge technology. Armaly introduced 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. In 2010, Armaly Brands acquired the world's most recognized cleaning brand, Brillo®. Brillo® Estracell® products are the choice of more than two thirds of consumer and professional buyers who prefer polyester sponges.  Brillo® Estracell® sponges…More Sanitary!

SOURCE Armaly Brands Company