"Pure Chemistry." The genesis of the article stems from increased pressure from consumers for manufacturers to divulge their ingredients and processes, and to use safer, greener ingredients.
There is a certain degree of push and pull, of course. Manufacturers are weary of giving away their recipes for their products, while consumers, particularly those with young children, fear that their household products are chock full of toxins. As a result, some brands have chosen to release "eco-friendly" formulas while continuing to produce their namesake product.