Gojo Industries this past fall reacquired its Purell hand-sanitizer brand from Johnson & Johnson and is currently putting the pieces in place to reassume a category leadership role for waterless hand washing.
The endeavor is not without its challenges. Today, hand sanitizers are a highly commoditized category. And though sanitizers certainly benefited from increased awareness associated with last year’s H1N1 pandemic, that awareness didn’t translate into sales; the $100-million-plus category is down 35.4% in 2010, according to SymphonyIRI Group data.