Hayat's New Brand: Gleen

Hayat's New Brand: Gleen Gleen, a bio-based cleaning and hygiene brand developed by Hayat for a more sustainable future, encompasses liquid laundry detergent, fabric softener, dishwashing detergent and daily cleaning spray with up to 99% natural content, focusing on the benefits of nature and responsible consumption by the consumer. Adopting a life-friendly philosophy powered by plants and launched with the approach of being part of the solution rather than the problem, Gleen is produced from sustainable sources. Hayat Global Corporate Communications Director Çağlayan Kent and Hayat Home Care Products Category Global Marketing Group Manager Gülin Görünmez hosted a press conference for the launch of Gleen, an umbrella brand of natural-sourced, innovative products that bring a difference to hygiene standards. At the meeting, Gleen's brand ambassador, Nutrition Specialist and Sustainable Living Activist Dilara Koçak, and Boğaziçi University Climate Policies Research Center Director Prof. Dr. Levent Kurnaz engaged in discussion aimed at a sustainable living journey and raising consumer awareness on the subject, sharing informative content on the topic. According to information provided by Hayat Home Care Products Category Global Marketing Group Manager Gülin Görünmez, the Gleen product family, which promises transparency and life-friendly cleaning, draws its strength from nature. The Gleen product family, which includes dishwashing detergent, liquid laundry detergent, laundry softener and daily cleaning spray, shares the following common features: natural content, plant-based, hypoallergenic and recyclable packaging. The Gleen product family, sourced up to 99% from natural origins, is produced up to 94% plant-based. Gleen products, none of which are tested on animals and contain no animal-derived raw materials, are also hypoallergenic. In addition to these features, Gleen products contain no phosphate, sulfate, phosphonate, formaldehyde, chlorine, SLS, SLES, EDTA, paraben, silicone, LABSA, alcohol, optical brightener or dye.

'We Embrace Life-Friendly Hygiene'

Hayat Home Care Products Category Global Marketing Group Manager Gülin Görünmez: "By sharing the relationship between environmental issues and human health with consumers through the equation 'environmental health equals human health,' we aim to create awareness with our new brand Gleen. Research shows that household penetration of natural and plant-based cleaning products stands at 4%. At the forefront of motivations for using natural-content products is consumer awareness on this subject at 60%. This is followed by pregnancy, childbirth, allergies and skin conditions. Health-related concerns increase interest in and demand for natural-content products. Along with this need, we believe in the importance of taking steps individually toward a sustainable world goal. With our Gleen brand, we are excited to bring our bio-based and natural-content products to consumers, saying 'Stay Life-Friendly, Leave a Good Mark with Gleen' on the axis of hygiene that is friendly to people, nature and life." she said. Görünmez, who emphasized that consumer sensitivity to sustainability increased during the pandemic period in the entire world and in our country, and that consumers turned to natural products, said they responded to these trends with natural-content, environmentally-friendly products. Stating that these are necessary but still insufficient, Görünmez continued as follows: "Knowing this, besides doing what falls to us, with our motto 'Stay Life-Friendly, Leave a Good Mark with Gleen,' we are embarking on a path to create awareness in society on this subject. The remedy for a problem so large that no single company, institution, state or even international organization can solve alone lies in advancing together toward the same goal. We, as manufacturing companies and brand owners, alongside the mission of 'responsible production' that we carry at every step from the measures we take in our own processes to the content of the products we put on the market, also have the power to change consumer tendencies and behaviors. In today's world, we must not forget that brands are the main factor motivating the consumer. It is as important what we offer to them as it is what their demand is. For this reason, we know that every new brand, every new product serving sustainability will also increase consumer awareness." he said.

'Good Living Must Be Addressed Holistically'

Nutrition Specialist and Sustainable Living Activist Dilara Koçak stated that "the footprint humans leave on nature carries critical importance for the welfare of future generations and a sustainable world," expressing the following: "The resources produced by our planet continue to diminish with each passing day. With a perspective of responsible consumption and responsible production, we must integrate climate-friendly consumption understanding into our lives individually. In this sense, for a healthy world movement, we must address the relationship between issues such as climate, agriculture, food and environment holistically. With Hayat's new brand Gleen, we are realizing a vision partnership and taking steps together toward a more sustainable and healthier tomorrow. We are aware that our actions shape our future. Cleaning is a vital choice for a healthy life… If we are harming nature while implementing this action, it is important that we reconsider this issue on an individual level… Gleen takes on this responsibility with natural and bio-based product contents, recyclable packaging and a perspective of leaving a better mark on the world. Cleaning is shaped not by the scent of the product you choose, the feeling it leaves on you, its effectiveness and its price, but also by the mark you leave for the future and your attitude toward all living things." she said. Boğaziçi University Climate Policies Research Center Director Prof. Dr. Levent Kurnaz: "Unfortunately, our planet's resources are rapidly diminishing. We are consuming the resources that nature provides us over the course of a year before even July ends. In this situation, I actually think that many of the products we consume directly affect the future of our children and grandchildren. While coal, oil and natural gas are the raw materials that have brought our current level of prosperity to where it is today, on the other hand it is quite important that we are aware that we are fighting the climate crisis as a whole world. Furthermore, if we add to this the fact that fossil fuels will be depleted in the near future, it is not at all difficult to see how troublesome a bottleneck our civilization is heading toward both in environmental and economic terms. For this reason, it is now a matter of reason and science that we free our modes of production from raw materials that will be depleted in the near future and pave ourselves a more sustainable path. By adding organic-based Gleen to its production range beyond oil-based chemicals, Hayat has taken a realistic and important step focused on sustainable production and consumption." he said.