Following an earlier move to disclose the fragrance ingredients used in its air care and and cleaning products, SC Johnson has announced a "family standard of transparency" for its brands, including the voluntary disclosure of fragrance ingredients in all of its products by 2012.
Details of the program can be found here.
About the move, chairman and CEO Fisk Johnson said, “The truth is, companies often don’t have to tell you everything that’s in their products. But we’re a family company that believes in working hard to do what’s right for the families who buy our products—and one of the things that means is being transparent with what’s in our products.”
The standard debut in a new ad entitled Honesty, which can be viewed here.