Development of a Laundry Detergent with a New Sales Angle Based on Local Environmental Issues

Beat Dust Free 2.5 Liquid Laundry Detergent (South Korea)

Compared with consumers in other Asian countries, a distinguishing characteristic of South Korean consumers is an especially strong awareness of air pollution. To develop a new laundry detergent with a focus on air pollution, we conducted local consumer surveys and found that consumers’ sense of alarm regarding PM 2.5 was greater than we expected. PM 2.5 refers to fine airborne particles (“particulate matter”) that are 2.5 microns or less in diameter. Leveraging Lion’s insights regarding PM 2.5 accumulated in previous research, researchers at Lion Korea and in Japan worked together to develop Beat Dust Free 2.5, a liquid laundry detergent with enhanced detergency against fine particulate grime.

R&D Case Study—Global Research Activities