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New Product Information
September 13, 2007 |
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Lion to Release "Look O2 Cleaner"
Multipurpose Household Cleaner Uses "Oxygen Power" to Remove Everything from Grime on Furniture and Glass to
Ground-in Dirt Soiling Delicate Fabrics
—Joint Product Development with Henkel* of Germany— |
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* Leading German chemical manufacturer Henkel KGaA
(subsequently referred to as Henkel). Manufactures and sells detergents,
toiletries and other household products, chemicals, adhesives and industrial cleaners |
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Lion Corporation (President: Sadayoshi Fujishige) today announced the launch of “Look O2 Cleaner.” A multipurpose household cleaner that uses “oxygen power” to remove grime—from window glass, flooring, domestic appliances and furniture to difficult-to-clean carpets and plush toys—“Look O2 Cleaner” is slated for nationwide release in Japan on Wednesday, October 31, 2007.
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Objective of Introducing the New Product |
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The Japanese market for household cleaners was worth ¥10.9 billion in 2006. According to a Lion survey, of the products widely used to clean domestic appliances, furniture and window glass, general purpose (household cleaners) accounted for ¥3.1 billion, those for glass ¥1.5 billion.
Amid the stronger emphasis placed on interior furnishings, the rates of ownership of carpets, rugs and cloth-covered sofas have increased in recent years. With carpets and rugs, grime from food spills and pet mishaps are major concerns as are marks from dirty hands and sweat stains on sofas. Maintaining these items is difficult as simply wiping with water is insufficient to remove embedded grime, and detergents, being alkaline, can ruin fabric.
Drawing on technology developed by Henkel, a major chemical manufacturing company with which it maintains a broad-based strategic alliance, Lion Corporation and Henkel have jointly developed the slightly acidic multipurpose household cleaner, “Look O2 Cleaner,” which is scheduled for nationwide release on Wednesday, October 31. “Look O2 Cleaner” uses “oxygen power” that can be used in every area of the house as well as to completely remove dirt from carpets, sofas and cushions, and plush toys made from difficult-to-clean fabrics, leaving the fibers undamaged.
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“Oxygen power” foam completely removes the sticky grime, stains left by food spills and dirty hands in a single wipe
While a surfactant traps the grime in suspension, the oxygen (active oxygen*) in “Look O2 Cleaner” breaks down and removes grime and pigment (see diagrams). Not even two wipes are needed to smoothly and easily remove marks caused by dirty hands, sticky grime and food spills that can easily cause stains.
(*) Active oxygen: An oxygen bleaching component in one type of active oxygen that turns into oxygen and water after breaking down grime.
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“Look O2 Cleaner” does not damage fibers so can naturally be widely used for household cleaning, even for interior goods made from fabrics
Because “Look O2 Cleaner” cleans by trapping grime in “oxygen power” foam and is slightly acidic, the fibers of, for example, delicate woolen carpets remain unharmed. “Look O2 Cleaner” of course cleans all household surfaces—window glass, flooring, domestic appliances and furniture—and its wide scope of applications extends to dirt on carpets, sofas and cushions, including those made of plush and other difficult-to-clean fabrics.
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Convenient spray that can be switched between “mousse foam” and “mist” according to the type of grime
“Look O2 Cleaner” can be used as “mousse foam” in the case of food spills on carpets or as “mist” to combat widespread grime, such as that on window glass.
“Mousse foam” is convenient for cleaning fabric products because the product effectively traps the grime and prevents it from spreading.
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“Look O2 Cleaner” comes in two sizes: the simple and convenient regular 250ml size and the bigger 500ml large size |
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Spray attachment has no metal parts. Container is 100% recyclable as plastic
Because the “Look O2 Cleaner” spray has no metal parts, the entire container can be treated as a plastic container and packaging for disposal.
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Sophisticated, European-designed container
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3. Contents and price
| Product name |
Contents |
Retail price |
“Look O2 Cleaner” (Regular size)
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250ml |
No recommended
retail price |
| “Look O2 Cleaner” (Large size) |
500ml |
No recommended
retail price |
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Lion’s Broad-Based Strategic Alliance with Henkel of Germany
Lion and Henkel agreed on building a strategic alliance in the home products business in 1999. Since then, both companies have built up a close, wide-ranging collaborative relationship that covers the mutual use of existing products, intellectual property and technologies, joint research and development and also includes joint business development within its scope.
“Look O2 Cleaner,” which is based on clothing cleaning agent technology marketed by Henkel in nine European countries, was jointly developed by the two companies as a household cleaner for the Japanese market. |
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