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New Product Information
January 13, 2009
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Lion to Release New “Top Clear Liquid” Laundry Detergent
Completely Removes Invisible Grime that Causes Odors and Dullness for a Fresh, Clean and Clear Washing Experience |
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Lion Corporation (President: Sadayoshi Fujishige) announces today Top Clear Liquid laundry detergent’s nationwide release on Wednesday, February 18, 2009. Top Clear Liquid completely washes away the invisible grime that causes odors and dullness, providing fresh, clean and clear whitening in every wash thanks to Lion’s proprietary “new cleaning system.”
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Background of introducing the new products |
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Regardless of whether stains are visible, 44% of people do laundry after wearing clothes with the goal of cleaning away invisible grime |
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Due to changing living conditions and a heightened awareness of cleanliness, there has been an obvious shift in consumer attitudes with regard to laundry and grime. According to a 2008 Lion survey, 44% of respondents wash their clothes after wearing them once, even if no stains can be seen. This is four times greater than the 11% who only do laundry when clothes are dirty. In addition, although the number of respondents who are concerned about mud, collar stains and other visible dirt when doing laundry has decreased, the number of people who worry about invisible grime—such as sebum, as well as odors and sweat stains—has been rising every year. Given that a significant number of respondents reported having smelly, dull and yellowed clothes even after washing, it is evident that residual invisible grime is the culprit.
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Protein stains discovered to be the leading cause of stubborn invisible grime |
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Lion’s Fabric Care Research Laboratories moved forward with research related to invisible grime, a cause of concern among consumers. The research confirmed that: (1) invisible grime consists of such stain-causing composites as protein and fatty substances that cling deep within fibers, (2) since protein stains are the main reason for stubborn invisible grime, it is easy for fatty and odorous substances to adhere to fibers, and for dirt dislodged from fibers to become reattached when using modern, water-conserving washing machines, and (3) when invisible grime accumulates, stubborn odors as well as dullness and yellowing in clothes occur even after washing.
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Lion’s proprietary “new cleaning system,” which completely washes away invisible grime, successfully developed |
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With the goal of completely removing invisible grime, Lion has developed a “new cleaning system,” a novel combination of surfactants that are rich in enzymes that break down proteins and highly effective in dispersing sebum. This new liquid laundry detergent is successful in clearly removing invisible grime from deep inside fibers.
Thanks to its proprietary “new cleaning system,” Lion is releasing to stores new Top Clear Liquid, a liquid laundry detergent that completely removes the invisible grime that causes odors and dullness for a fresh, clean and clear whitening with every wash. |
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Thanks to Lion’s propriety “new cleaning system,” invisible grime deeply embedded in fibers is completely removed and smelly, dull clothes prevented, leaving a long-lasting, clear whiteness |
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Smelly, dull clothes are caused by the accumulation of invisible grime that consists of such stain-causing composites as protein and fatty substances, sweat and odors that manage to cling deep within fibers even after washing. Protein stains are difficult to remove since their properties allow greasy grime and odorous substances to adhere to clothing. Lion has also confirmed that protein stains that have been dislodged from fibers can easily become reattached.
Thanks to Lion’s proprietary “new cleaning system,” which consists of surfactants that are rich in enzymes that break down proteins and feature superior sebum-dispersing capabilities, Top Clear Liquid has the power to remove protein stains and sebum effectively. Completely removing invisible grime brings about long-lasting clean and clear washing.
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Delivers superior dispersion and penetrates deep within fibers |
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This product provides superior dispersion and penetration attributes even when washing in cold or minimal amounts of water, displaying cleaning ability that goes deep into fibers.
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Blended with a deodorizing ingredient, unpleasant odors from sweat and sebum are completely removed |
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Blended with rosemary extract—a plant-derived deodorizing ingredient—Top Clear Liquid effectively removes unpleasant odors caused by sweat and sebum.
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Features a moist aqua floral fragrance |
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Adding a moist citrus fruit scent to this floral fragrance, clothes can be washed with a clean, fresh fragrance.
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Optimal for drum-style washers
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Contents and price
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Contents |
Retail price |
| Top Clear Liquid |
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1.0kg |
No recommended retail price |
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0.9kg |
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