History

In 1959, Jay Van Andel and Rich Devos developed a business from the basement of their homes based on the strength of one product. This product was the L.O.C Cleaner. And on it alone, the Amway business was built.

L.O.C. was a product well ahead of its time, relevant to this day. With its concentrated and biodegradable formula, L.O.C. effectively, economically and conveniently cleans all washable surfaces throughout the home. Guaranteed. It is gentle on hands and with biodegradable surfactants it leaves the environment practically untouched.

Evolution of the Brand

Consumer research, buying habits and market trends have led Amway to re-examine the way we position our Home Care products. Our household cleaners in particular needed to be updated and simplified to keep up with current market perceptions.

Being Amway’s first product, L.O.C. has the highest top-of-mind recognition of all our brands. It carries with it a remarkable heritage synonymous with Loyalty, Opportunity and Confidence. To consumers and distributors worldwide it symbolises quality, dependability, honesty and hard-work. They are these traits that compelled us to extend the L.O.C. influence to other cleaning products in our Home Care portfolio.

Introducing: The L.O.C. Brand of task-specific household cleaners:

L.O.C. Brand Personality

The longstanding heritage that began with L.O.C. Multi-Purpose Cleaner will remain as L.O.C. continues to be a leading core brand within our product portfolio. As a part of the L.O.C. Brand, L.O.C. Plus products will also exemplify the heritage and quality of L.O.C.

• Honest
• Hard-working
• Trustworthy
• Dependable

L.O.C. Promise
L.O.C. Multi-Purpose Cleaner and L.O.C. Plus products will produce a clean home the first time, every time, for a great value. L.O.C. products work hard, so you don’t need to. These task-specific, dilutable products deliver solutions to the toughest cleaning demands. Consumers can be confident and assured – trusting L.O.C. Brand products to deliver, as always, when and where they are needed. Guaranteed.

Values
Pride and confidence. Making life easier.

Benefits
A clean home and the ability to tackle tough, room-specific problem areas with minimal effort and time-saving ease.

Features
Versatile, yet tough-performing products that quickly and easily tackle your household cleaning needs. Concentrated formulas allow you to save money. Built to the same trusted and guaranteed performance standards as the original L.O.C. Multi-Purpose Cleaner.

L.O.C. Brand of Products

	L.O.C. Multi-Purpose Cleaner The NEW L.O.C. Multi-Purpose Cleaner has an improved formula of better streak-resistance and superior overall performance. Versatile Multi-purpose Gentle Powerful Convenient Safe
	L.O.C Plus Metal Cleaner Formulated to safely and effectively remove tarnish and heat marks from unlacquered copper, solid brass, and stainless steel. Dual cleaning, combines chemical and abrasive action.		L.O.C. Plus Window Cleaner Formulated with ammonia and a degreasing solvent to effectively cut through grime, grease and film build-up from glass surfaces. No streaking or smearing.
	L.O.C. Plus Kitchen Cleaner (replaces Zoom) NEW! Formulated to quickly cut through and remove the toughest grease and grime from stove tops, walls, around the stove, and ventilating fans, leaving surfaces with a streak-free shine, and hygienically clean. NOTE: The L.O.C. Plus line of products is not simply a combination of L.O.C. Multi-Purpose Cleaner with added ingredients. They carry their own specific formulas, features, and benefits with a name that capitalises on the L.O.C. name – a name that represents quality, longevity and superb performance to consumers and distributors everywhere.

FAQs

What is “umbrella” branding?
Umbrella Branding, also known as brand extension strategy, offers a number of advantages. A well-regarded brand name, such as L.O.C., gives new products instant recognition and earlier acceptance by consumers. When this brand is used to identify a new product, it enables the company to launch new products more easily

Why choose L.O.C. as an umbrella name?
L.O.C. is a heritage brand for the Amway Corporation, synonymous with Loyalty, Opportunity and Confidence. During the brand selection exercise, research showed that the L.O.C. brand enjoys high brand recognition globally. The L.O.C. brand also embodies the trust of its users and has earned its reputation of quality, value and exceptional performance. This strength has positioned L.O.C. for expansion opportunities that can be capitalised upon to introduce new products as well as to align with global industry trends.

Why eliminate Zoom?
Zoom is not eliminated. It has been renamed L.O.C. Plus Kitchen Cleaner and reformulated to bear the L.O.C. brand name and the standards associated with it, quality and dependability.