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Objective of Introducing the New Product
A Lion survey revealed that 61% of working women in their 20s and 30s are concerned about body odor. Of this number, 84% use deodorants each morning before they go to work. Moreover, 59% of them apply deodorants to not only their underarm areas but their backs, necks and other body parts. This seems to indicate a high awareness of the need to address body odor. Furthermore, the survey revealed that, for those who regularly use deodorants in the morning to control perspiration and odor, this practice also seems to refresh them and “switch on” their minds as they get ready for the day ahead.
Moreover, many women find it difficult to take a bath or shower in the morning even though they desire to do so. The reasons given by such women, totaling 67% of working women even in summer, included “not enough time” and “it’s too much bother.” (Lion survey in 2012)
On this occasion, Lion Corporation will release “Ban Shower Deodorant,” a new aqueous antiperspirant that, by controlling odor and offering a long-lasting feeling of smooth skin, provides a “just showered” feeling.
Lion is a staunch supporter of working women, encouraging them to feel confident and keep smiling throughout the day by offering the “Ban” series, which can resolve their concerns over body odor at any time and in any place thanks to nano ion technologies. Under the keywords “Ban & Go,” in 2013 Lion proposes that such working women adopt the new habit of using “Ban Shower Deodorant” in the morning. This will, in turn, raise their spirits prior to any occasion, such as going out. In doing so, Lion aims to help women maintain a positive and active attitude. |
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