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Ever wonder what "natural" means? S.C. Johnson just released a line of new cleaning products called Natures Source (tm) and in the company's press release they used the term "natural" or "naturally" 18 times. You bet these products are natural!

To its credit, the company has been cleaning up its act so to speak, by utilizing screens to improve the environmental characteristics of its products. The only beef I have here is that from a legal and regulatory perspective, there is no definition of natural and the glossary of terms on their web site is merely a simplified wish list of ingredient characteristics. The process by which plant based materials are derived leads to different results. Citrus based cleaners often contain d-limonene which can be sensitizers and affect human health.

Natural also does not necessarily mean non-toxic nor does it mean non-irritating.

What they won't tell you is that the 1% of the ingredients that are not "natural" includes fragrance. The term "fragrance" is a toxic free-for-all meaning that between ten and 100 toxic ingredients can be used legally within the product formulation but they do not have be disclosed on the product label.

Go find a toxicologist who can tell you what's in here... could be good news but please tone down the PR on natural. But the industry knows that natural sells even though it's meaningless.

(Image from http://www.naturessourcecleaners.com)