| |
| |
 |
 |
 |
Press Release
May 10, 2010 |
|
 |
The First Overseas Expansion of Detergents That Use Methyl Ester Sulfonate (MES) as a Main Washing Component, a Substance Developed from Lion’s Proprietary Technologies
Lion to Commence Sales of a Detergent Incorporating Highly Functional MES in South Korea |
|
CJ Lion Corporation (Head Office: Seoul Metropolitan City, Republic of Korea; President: Wee Kyou Sung), the South Korea-based consolidated subsidiary of Lion Corporation (Head Office: Tokyo, President: Sadayoshi Fujishige), announces that it will commence sales in South Korea of Beat Drum in mid-May 2010. Beat Drum is a laundry detergent incorporating the highly functional surfactant MES—produced from plant-based ingredients—and is the first detergent to be released in an overseas market that features MES—a substance derived from Lion’s environmental technologies—as a main washing component. |
|
| 1. |
Circumstances behind the Product Release
Lion was the first company to successfully industrialize the highly functional surfactant MES from palm and other vegetable oils in 1991. MES is currently being used as a main washing component in such laundry detergent brands as TOP. Beyond reducing CO2 emissions during washing, MES boasts such outstanding features as high detergency, biodegradability and hard water tolerance. MES has also received high ratings for both its environmental functionality and its capabilities as a washing component. With the intention of supplying overseas markets with MES, Lion established in 2007 the manufacturing subsidiary, Lion Eco Chemicals Sdn. Bhd. (hereafter “LECO”), in Malaysia, the principal producer of palm oil. This subsidiary completed the construction of a MES manufacturing plant in 2009.
CJ Lion Corporation will commence sales in South Korea of Beat Drum—a laundry detergent incorporating MES that is produced by LECO’s manufacturing plant—in mid-May 2010. Beat Drum is the first detergent to be released in an overseas market that features MES as a main washing component, a substance manufactured using Lion’s proprietary technologies. |
| 2. |
Features of Product to be Released
|
Contents: 2.8kg (paper box); 2.5kg (pouch) |
| |
Beat Drum incorporates the plant-based, high-performance washing component MES, thereby doubling the percentage of plant-based ingredients compared with conventional detergent products. |
| |
MES is a highly functional surfactant made from palm and other vegetable oils. Owing to the use of MES, the ratio of plant-based ingredients included in Beat Drum has been doubled. |
| |
Fast-dissolving foam and effective rinsing prosperities makes Beat Drum optimal for drum-style washing machines |
| |
Blended with MES, this unique composition, which controls excessive foaming during washing and enables the rapid dissipation of foam during the rinse cycle, is utilized in detergents intended for drum-style washing machines. Concerned about the rinsing properties of detergent, 74% of South Korean consumers who use drum-style washing machines run extra rinses when doing laundry. Washing with Beat Drum eliminates the need for extra rinsing, making it possible to save on water and electricity costs.
Image (right): A comparison of amounts of foam during the final rinse phase: Beat Drum (top) and a detergent used for drum-style washing machines currently on sale (bottom) (Survey conducted by CJ Lion Corporation) |
Excess foaming |
| |
Displays high detergency owing to enzymes activation by MES |
| |
Lion will continue to introduce its proprietary research technologies and brands to Northeast Asia and the ASEAN region while undertaking proactive business development.
|
|
| Overview of CJ Lion Corporation |
Established in 1991 within the South Korea-based CJ Group, forming the Group’s houseware business segment, CJ Lion Corporation was founded following the acquisition of 81% of its shares by Lion Corporation in 2004.
|
| Business content: |
Sale of products that include laundry and kitchen detergents, toothpaste, toothbrushes, cosmetic soaps and hair-growth agents |
| Head office: |
Seoul Metropolitan City, Republic of Korea |
|
|
|
|
|
