Lustra Introduces 'Earth Ready' Carwash Environmental Program

The Lustra Professional Car Care Products division of Cleaning Systems Inc. (CSI) has launched Earth Ready, a comprehensive marketing program and environmentally friendly line of carwash and car care products. Announced in April during Car Care World Expo, the program’s goal is to encourage carwash operators to take steps to better protect the environment within the scope of their operations.

“The Earth Ready environmental program offers the products, evaluation and marketing tools for carwash operators and distributors to become better advocates for the environment and protect the safety of customers and employees,” said Doug Marquis, Lustra vice president of sales and marketing.

The Earth Ready program includes marketing tools designed to communicate to consumers the environmental benefits of the products and encourage them to recognize and make choices toward more earth-friendly carwash solutions. The program will work in tandem with Lustra’s traditional product and marketing programs, including drum recycling, the SMART management tool system and a reclaim product line to assist washes in regions and communities where water conservation, water runoff and energy conservation influence wash operations on a daily basis, the company said.

The Earth Ready product line includes presoaks and detergents, foaming polishes and conditioners, sealants and drying agents, wheel and tire cleaners, specialty and detailing products. Lustra’s chemical scientists continue to research and test new bio-surfactants and raw materials that meet or exceed the company’s performance cleaning standards while also providing environmental and safety benefits.

As a result, the Earth Ready product line adheres to standards compiled from environmental criteria identified by the EcoLogo certification program, the Environmental Protection Agency’s Design for the Environment, and European Union environmental organizations. The products are non-toxic, friendly to the ozone layer and free from phosphates, aromatic solvents, nonylphenol ethoxylates (NPEs), hydrofluoric acid (HF), ammonium bifluoride (ABF) and other harmful substances, Lustra reported.

Consumer Marketing

“A cornerstone to carwash success and profitability is effective use of high-performance marketing to educate and motivate the carwash consumer,” said Jim Wurm, CSI corporate marketing director. “Consumers who recognize the importance of caring for their environment are more inclined to make purchase decisions based on environmental or personal safety benefits.”

Lustra’s Earth Ready marketing program includes advertising tools, training and support, and offers operators carwash signage, brochures, consumer promotional and educational materials, as well as personalized business, loyalty, charity and gift cards.

The program is designed to help carwash operators promote their use of Earth Ready products and develop successful marketing and advertising campaigns to attract eco-minded customers or guide consumers toward environmentally friendly choices.

In addition, Lustra’s local distribution partners are prepared to be local resources for operators, helping to strengthen community relationships and provide industry expertise and assistance with regional and local environmental regulations, such as water restrictions, drought and water runoff, the company said.

“Quick access to product supplies, on-time delivery and marketing assistance allows carwash operators to focus on implementing campaigns and programs necessary to build strong, sustainable consumer satisfaction growth without the concern of long-distance support and availability delays,” Wurm said.

New marketing signs also are available to promote other environmental initiatives, such as recycling and waste management, professional carwash use, water reuse and charity wash programs. In addition, the company’s DeSign and ExPress Shop online production programs offer operators immediate access to and delivery of custom designs, marketing and advertising materials.

Corporate Commitment

Cleaning Systems Inc. is no newcomer to environmental thinking. The company has been an outspoken advocate for the elimination of HF and ABF as raw materials in the carwash industry. In 2001, CSI became an ISO 9001 Registered Company and also certified a product line as eco-friendly under the EcoLogo program and the ISO 14024 environmental quality program.

“For over a decade CSI and its Lustra division have been committed to using innovative technology to develop products that are safe for our customers, the carwash consumer and the environment we all live in,” stated Dave Krause, president and CEO. “Almost twenty years ago we developed the first complete line of products designed for use in reclaim systems. In the past five years we designed a complete list of products that meets the environmental requirements of the European Union for overseas use.”

In addition, CSI continues to offer carwash operators its no-cost, drum recycling program. The company developed its SMART system seven years ago to monitor and track the efficient use of chemicals and proper maintenance of the wash process at U.S. carwash locations. The system was recently expanded to include Lustra’s eVALUEation program of carwash operations, including environmental programs and awareness, to improve consumer satisfaction. eVALUEations are conducted semi-annually by Lustra distributor partners or authorized sales personnel.

“Through the introduction of the Earth Ready program, we take the next step in a long history of commitment to quality and safety for our distributors, carwash operators and the carwash consumer,” Marquis said. “More to follow.”