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New Product Information
January 18, 2007 |
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Lion to Release “Top Fuai-Kan:”
A laundry detergent containing distinctive plant-based cellulose powder to protect clothing from friction, preserve original color and provide sensational touch |
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Lion Corporation (President: Sadayoshi Fujishige) announces today the release of a new “Top Fuai-Kan (Fresh Touch and Color)” in stores nationwide on Wednesday, March 21, 2007. Boasting high detergency, this innovative laundry detergent uses Lion’s proprietary plant-based cellulose powder to protect clothing during wash cycles from fabric-friction damage. The unique compound of Top Fuai-Kan (Fresh Touch and Color) is designed to deliver a fluffy and soft touch while preserving original fabric color.
| 1. |
Background of introducing the new products |
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The consumer attitude towards washing is evolving from washing “when dirty” to washing after “every wear.” In recent years, the amount of laundry has been increasing, while larger-capacity washing machines are becoming more common to take on this increased load. Despite larger capacities, however, an increasing number of washing machines are more environmentally friendly, with increased focus on water conservation. As a result, people are washing more laundry with less water.
In addition to these developments, a 2006 Lion survey revealed that 80% of respondents think “large loads contribute to clothing damage.” Furthermore, 90% of respondents notice clothing loses its soft touch with repeated washing. In addition, 96% of respondents wish to preserve the original color of certain garments, despite everyday washing. These growing concerns with laundry are particularly prominent among the increasing numbers of singles and DINKS, as well as couples who have completed their child-rearing.
Lion’s Fabric Care Research Laboratories moved forward with research to scientifically establish the effects of everyday washing on clothing. The research confirmed that (1) fabric friction increases when laundry loads are washed in less water, and this leads to fabric scuffing, (2) such scuffing can contribute to fading and fiber loss, and (3) the subsequent fabric deterioration results in the rough feel as clothing loses its softness. With the aim of solving these problems, Lion carefully added plant-based cellulose powder, creating a unique detergent blend to prevent fabric friction and color fading. Combined with this improvement, Lion successfully developed a new washing technology to preserve the soft, fluffy feel (For additional details, see the reference).
Taking stock of the facts, Lion Corporation added a unique plant-based cellulose powder to its conventional laundry detergent to release new Top Fuai-Kan (Fresh Touch and Color) that preserves bright colors, prevents fabric friction during washing, and provides a soft and fluffy touch. Top Fuai-Kan (Fresh Touch and Color) is optimally suited to the present day washing circumstances of Japan.
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Product features
| (1) |
The unique blend with plant-based cellulose powder reduces friction between garments and prevents fabric scuffing while preserving original colors. It also provides a soft and fluffy touch to give clothing a sensational feeling. |
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Plant-based cellulose powder has a similar chemical structure to that of fabric, so it readily adapts to clothing. In addition, it improves the surface glide of garments in the wash, reduces scuffing, prevents garment fading and protects against softness loss. Furthermore, the ingredient remains on fabrics even after washing to realize a fluffy touch.
Washing with Top Fuai-Kan (Fresh Touch and Color) protects fabric tone and touch, even after repeated washings.
| Friction-Reduction During Washing |
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| Scuffing and fabric friction occur, resulting in roughness and color fading |
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Plant-based cellulose powder reduces fabric friction, providing a soft and fluffy feel while preventing unnecessary wear and tear |
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| (2) |
Perfect for the Japanese climate |
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Compared with clothes washed using conventional fabric softeners, clothing washed in Top Fuai-Kan (Fresh Touch and Color) displays superior absorbency and a softer touch. Moreover, garments washed with Top Fuai-Kan (Fresh Touch and Color) offer increased sweat absorbency in summer. In winter, they provide a soft, pleasant touch to the skin. |
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No brightening agent contained: clothing with undyed natural hues and clothing with other pale colors can be washed without fading or discoloration |
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Faint Fragrances of Japanese fruit linger after wash |
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Top Fuai-Kan (Fresh Touch and Color) blends the distinct fragrances of such quintessential Japanese fruits as mandarin, peach, yuzu citrus, pear and pomegranate. Subtle traces of this fresh and relaxing scent remain with the laundry after washing. |
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Derived from palm, the main ingredient plant-based MES* realizes both high detergency and concern for the environment and limited resources |
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MES, the main ingredient of Top Fuai-Kan (Fresh Touch and Color), effectively balances high detergency with concern for the environment and limited resources. Blending enzymes to decompose proteins, it displays high detergency.
*MES: Methyl ester sulfonate |
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New touch, all-paper container adopted |
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Embossed with a real cotton pattern, the packaging surface also incorporates a mat varnish to represent the unique product features, providing “sensational touch” with an all-new look. |
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Quick diffusion, easily dissolved: suitable for drum-style washers |
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| 3. |
Contents and price
| Product name |
Contents |
Retail price |
Top Fuai-Kan (Fresh Touch and Color)
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1.0 kg |
No recommended retail price |
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<Reference>
Lion’s distinctive plant-based cellulose powder minimizes fabric friction between garments, prevents fabric scuffing and preserves original color while delivering a soft and fluffy touch.
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Maintains original clothing color by minimizing fabric friction between garments during wash and preventing scuffing |
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Lion’s Fabric Care Research Laboratories confirmed that the recent trend of washing larger laundry loads with less water results in increased rubbing and tangling of clothing, fabric scuffing, fading, softness loss and a rough feel.
Widely used in clothing for Japan’s four distinct seasons, cotton fabric excels in water absorbency, while boasting a unique internal texture with several layers of air. However, cotton is assembled from short fibers, which leaves the textile susceptible to scuffing due to fabric friction. Irregular light reflection caused by this scuffing or fiber loss from friction can also leave garments looking faded.
When it absorbs water, the plant-based cellulose powder contained in Top Fuai-Kan (Fresh Touch and Color) is transformed into a gel which attaches to every single fabric fiber (See picture 1). This minimizes fabric friction between garments during wash, prevents scuffing, preserves softness, and maintains bright colors even after repeated washing (See picture 2). In addition, plant-based cellulose powder prevents fiber fall-off, reducing the amount of fiber in the lint trap of washing machines (See picture 3).
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Picture 1.
Micrograph of washed fibers |
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Picture 2.
Comparison of T-shirt after 20 wash cycles |
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Picture 3.
The amount of fibers in the lint trap |
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2. |
Delivering a soft and fluffy touch to clothing fabric |
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Plant-based cellulose powder remains on the washed clothing, preserving the original texture (soft and fluffy touch, excellent water absorbency) of cotton fabrics. |
Picture 4.
Comparison of cotton towels after wash |
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