Mass-market relevance

Two young entrepreneurs launched Method" an environmentally friendly line of cleaning products that differentiates itself from other brands-green and non-green alike-by innovative, stylish packaging. For example, Method’s Le Scrub bathroom cleaner has a built-in sponge holder. The method is sold at specialty stores and mass-market retailers like Target, at about twice the price of traditional brands. The co-founders believe that style " create mass-market relevance for a green product" and that consumers discover Method because of its trendy designer look, find that they love the fragrance, and then " discover it’s good for you-it’s that third piece that drives loyalty." Perhaps that explains the company’s sales growth from about $90,000 in 2001 to $77 million in 2006