A big challenge is convincing people to forgo the fragrance of traditional cleaners. For many, a scent of pine, lemon or tropical breeze is a lasting payoff for their efforts and a bragging card to others that a room has been recently cleaned.

The target audience for the new products is people concerned that chemical cleaners could pose harm to their families, pets and the finishes of wood floors, countertops and appliances. Increased scrutiny of household products' ingredients, including the Food and Drug Administration's current safety review of triclosan, which is found in antibacterial soaps, has prompted consumers to rethink how they clean their homes.

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