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Martha Stewart launches new 'Clean' line of cleaning products

Martha Stewart has launched her new line of cleaning products, aptly titled "Clean," to much fanfare. The initial line features 10 products for use in the kitchen, bathroom, laundry room and general household use. They are certified environmentally safe and have been developed almost entirely from plant- and mineral-based formulas that are safe for use around pets and children. They are completely free of perfumes and synthetics.

The products come along with an accompanying book, Homekeeping.

"This is what started it all," Stewart said on a tour to promote the line, pointing at her book. "Because I wrote this book, this encyclopedia of homekeeping, it was a natural extension to do the cleaning products and in a green fashion."

The products were developed with help from the Hain Celestial Group, a natural and organic food and personal-care products company whose brand list includes Celestial Seasonings Tea, Alba Botanicals and Terra Chips.

"We worked on the cleaning products for almost a year," Stewart said. "I was testing them all along the way."

In overseeing this line, Stewart said she made sure that everything from packaging to shipping was also environmentally responsible. The clear bottles contain recycled content and even the shipping cartons are sourced from managed forests.

But do they work? From my experience, they do. But if you're used to the foaming, chemical-smelling clean we all grew up with, you may be disappointed.

"Green" cleaning products in general have a hit-or-miss history. In 2006, when Jeffrey Hollender's book Naturally Clean was released, there were very few green cleaning products on the market. Numerous studies looked at the toxicity of indoor air vs. outdoor air; many tagged household chemicals as a main culprit for the higher level of toxins indoors.

After interviewing Hollender, president of green-product manufacturer Seventh Generation, and Devra Lee Davis, director of the Center for Environmental Oncology at the University of Pittsburgh Cancer Institute, I cleaned out my supply of chemical cleaners and began to look for other ways get surfaces sparkly bright. Some of the products I liked, most were kind of expensive, and some just didn't work at all. Others were cheap, effective and there to be rediscovered, like the Bon Ami cleanser my mom always used.

I tested six of the 10 products in Stewart's Clean line and liked them all. One I didn't try was the laundry detergent ($17.99 for 64 ounces, 28 cents per load). Consumer Reports tested it along with many other green laundry cleaners for its July issue. Her detergent came in dead last in the ratings, no better than clean water, according to the judges. But most of the customer reviews I found on the Web gave the product good ratings. You will just have to try it yourself to see what you think.

I asked Stewart what part of the home she thought homeowners are most baffled about cleaning.

"Well, surfaces, floors . . . In terms of healthy, green cleaning, it's a lot about floors, a lot about rugs," Stewart said.

She said wood floors are another big question: People want shine without grit. Her wood-floor cleaner ($7.99 for 35 ounces) does the job, she said.

And more Clean products are in the works. "After we launched the first 10 products, we want to do certain polishers, abrasives, scrubbers and things that we don't have in the line right now," Stewart said.

Meanwhile, here are the reviews of the products I tried.

Martha Stewart launches new 'Clean' line of cleaning products 07/16/10 [Last modified: Friday, July 16, 2010 1:08am]

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