During 2016, Lion launched a new super-concentrated liquid detergent, a growing category that is expanding the laundry detergent market.
The way people do laundry has changed in recent years. Drivers of this change have been the introduction of washing machines that conserve water and have larger capacity as well as the trend among singles and working couples to wash larger loads less frequently. This has given rise to a need for detergents that can wash larger amounts of laundry with less water. Lion is working to provide the cleaning power to remove dirt and stains in such varied household settings, developing new technologies to thoroughly clean grime off every fiber, and launching TOP SUPER NANOX. We conducted broad communication measures to convey the message of “supreme cleaning power,” including TV commercials, in-store promotions, online strategies, and a community website for consumers to share their experiences using the products. These efforts increased the number of new users, and led to a significant gain in sales from the previous fiscal year.