Lion to Release Kaori Tsuzuku (Long-Lasting Fragrance) TOP plus, a New Super-Concentrated Liquid Laundry Detergent Containing Fabric Softeners and Blended with Natural Essential Oils to Provide a Pleasantly Long-Lasting, Abundant Fragrance That Remains on Clothing between Wearings

Lion Corporation (President: Itsuo Hama) announced today the nationwide release of Kaori Tsuzuku (Long-Lasting Fragrance) TOP plus on Wednesday, January 18, 2012. This new super-concentrated liquid laundry detergent containing fabric softeners is blended with Lion's proprietary "double fragrance-keeping component" and natural essential oils to provide a pleasantly long-lasting, abundant fragrance that remains on clothing between wearings.

Kaori Tsuzuku (Long-Lasting Fragrance) TOP plus

1. Objective of Introducing the New Product
A Lion survey conducted in 2011 revealed that a significant number of consumers have become increasingly focused on detergent fragrances in recent years. In addition to nice fragrances, 29% of respondents' desire detergent fragrances that last until clothes are put on, while 43% prefer such fragrances to continue while clothing is being worn.
 
In addition, approximately 90% of the respondents who emphasize detergent fragrances have a greater desire for scents that last longer than before. This indicates an increased need for detergents that feature continuous scents. However, the survey also revealed that only a small number of respondents believe the products they currently use provide fragrances that last until clothes are put on or while clothing is being worn.
 
Over the past few years, the consumption volume of such synthetic fibers as polyester and polyurethane in the second half of fiscal 20101 is up 130% compared with the second half of fiscal 2008 according to a survey conducted by the Japan Chemical Fibers Association. In particular, although cotton has until now been the main material for undergarments, the use of synthetic fibers is increasing thanks mainly to the development of heat-retention and rapid-drying capabilities.

1: The period between October 1 and March 31
 
Lion will release Kaori Tsuzuku (Long-Lasting Fragrance) TOP plus, the new super-concentrated liquid laundry detergent containing fabric softeners. This product is blended with Lion's proprietary "double fragrance-keeping component" and natural essential oils to provide a pleasantly long-lasting, abundant fragrance that remains on cotton clothing and towels as well as garments made with synthetic fibers between uses.

2. Product Features
(1) Kaori Tsuzuku (Long-Lasting Fragrance) TOP plus is blended with Lion's proprietary "double fragrance-keeping component" and natural essential oils. Consequently, the long-lasting, abundant fragrance remains on clothing between wearings.
Owing to the use of the "double fragrance-keeping component," the product's pleasant and abundant fragrance remains on cotton clothing and towels, as well as garments made from synthetic fibers, even longer.

 

 

  Long-Lasting Fragrance Mechanism

(2) Deodorant effect effectively removes odor from sweat, sebum and grime
Kaori Tsuzuku (Long-Lasting Fragrance) TOP plus displays superior deodorizing effectiveness. This is due to the plant-based, high-detergency ingredient MEE2, which effectively removes unpleasant odors derived from sweat and sebum.

2: Methyl ester ethoxylate

(3) Displays high detergency with about half the quantity because it is 2.5 times more concentrated than the regular Kaori Tsuzuku (Long-Lasting Fragrance) TOP products3
Kaori Tsuzuku (Long-Lasting Fragrance) TOP plus is more concentrated owing to its high-density MEE formula. As a result, each compact bottle provides the same number of uses as the regular type.

3: Compared with 1.0kg bottles and 0.9kg refill packages of Kaori Tsuzuku (Long-Lasting Fragrance) Top Sweet Harmony and Kaori Tsuzuku (Long-Lasting Fragrance) Top Fresh Camomile

(4) Enhances fragrance enjoyment due to needing only one rinse cycle
Leaving a minimal amount of detergent residue on fibers and featuring effective foam dissipation properties, only one rinse cycle is required when using this product. These features not only enable fragrances to remain on fibers more easily-allowing for more enjoyable scents-but leads to greater water and electricity savings.

(5) Blended with fabric softener, clothing is left feeling fluffy and soft
Kaori Tsuzuku (Long-Lasting Fragrance) TOP plus displays superior fabric softening capabilities based on its blend of plant-derived softening components, making clothing fluffy and soft.

(6) Available in two fragrances (Sweet Harmony and Fresh Camomile) to suit customer preferences
Sweet Harmony: Blended with natural, high-quality fruit oils, this lightly sweet fragrance is a mixture of peach and juicy, luscious orange scents.

Fresh Camomile: This clean and relaxing scent is blended with natural, high-quality, Hungarian chamomile oils.

3. Contents and price
Product nameContentsRetail price
Kaori Tsuzuku
(Long-Lasting Fragrance) TOP plus
Sweet Harmony
  400g  No recommended retail price
 Refill package 320g
Kaori Tsuzuku
(Long-Lasting Fragrance) TOP plus
Fresh Camomile
  400g
 Refill package 320g

Back