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| 1. |
Objective of Introducing the New Product |
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The fabric softener market is showing continuing growth, having expanded 107% in 2012 compared with the previous year (INTAGE Inc. SRI survey, fabric softener market, January-December 2012 cumulative, based on monetary amounts). A 2012 Lion survey found that while 47% of consumers said that they look for a good fragrance when purchasing fabric softener, many also prioritized effective deodorizing (36%), odor prevention (31%), and prevention of unpleasant odors from damp laundry (31%), reflecting growing demand for odor care.
Lion’s clothing fabric softener Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant), blended with natural aroma oils, has received favorable reviews for making laundry more enjoyable. This product has now been reformulated with a higher content of natural aroma oils, and will be rereleased under the name Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Natural. In addition, Lion is introducing new Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Natural Premium Deodorizer, with superior odor elimination thanks to Lion’s proprietary nano-deodorizing ingredients.
The new lineup allows users to enjoy natural aromas in a wider variety of laundry situations, offering both the fragrance line, which allows users to enjoy pure fragrances, and the deodorizing line, which is highly effective in eliminating odors.
Lion continues to provide ways to make daily laundry more enjoyable. |
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| (1) |
Addition of the premium deodorizer type, formulated with proprietary nano-deodorizing ingredients, which are highly effective in eliminating odors |
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The newly introduced premium deodorizer type contains nano-deodorizing ingredients that penetrate deep into fibers to effectively remove odors caused by sebum and sweat. These ingredients also help reduce odors generated while clothes are being worn, for a long-lasting just-washed feeling of cleanliness. Users can enjoy its fresh, clean “white herb” aroma, formulated from deodorant fragrance ingredients that are highly effective in eliminating odors.
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| (2) |
Now with more natural aroma oils |
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Lion has increased the content of luxurious natural aroma oils used in the Floral Aroma, Fresh Fruit Aroma and Aroma Soap fragrances, which have been well-received by consumers. These oils help to eliminate unpleasant odors and provide an enjoyable fragrance.
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| (3) |
Package redesigned to highlight natural aromas |
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New package designs use soft watercolor illustrations to invoke impressions of pleasant fragrances. |
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| (1) |
Formulated with natural aroma oils, this fabric softener is available in long-lasting, refreshing, relaxing fragrances that pleasantly scent laundry |
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| (2) |
Product lineup consists of the fragrance line, which brings out pure fragrances, and the deodorizing line, which penetrates the core of clothing fibers to effectively eliminate odors |
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Fragrance Line
Floral Aroma Fragrance:
A fragrance based on the colorful aroma of a floral bouquet, accented by the bright scents of peaches, berries and other fruits
Fresh Fruit Aroma Fragrance:
An invigorating fragrance combining a pure floral aroma with lush grapefruit and green apple scents
Aroma Soap Fragrance:
A clean soap fragrance combining a sweet, baby powder-like aroma with scents of lavender and pink peppercorn
Deodorizing Line
Premium Deodorizer (White Herb Aroma):
Nano-deodorizing ingredients penetrate to the core of clothing fibers to effectively remove even odors caused by sebum and sweat. These ingredients also ensure a long-lasting just-washed feeling of cleanliness even while clothes are being worn. Formulated with an invigorating herb fragrance.
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| (3) |
Strong antibacterial and anti-odor properties help prevent unpleasant odors even when clothes are dried indoors and provide long-lasting natural fragrance (not effective against all types of bacteria)
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| (4) |
Reduces the occurrence of unpleasant odors that stick to clothing and fabric, including sweat and cigarette smoke
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| (5) |
Contains plant-derived ingredients that soften each and every fiber to prevent static electricity |
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| 4. |
Contents and price
| Product Name | Contents | Retail Price |
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Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Natural
Floral Aroma |
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650ml |
No recommended retail price |
| Refill package |
500ml |
Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Natural
Fresh Fruit Aroma |
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650ml |
| Refill package |
500ml |
Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Natural
Aroma Soap |
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650ml |
| Refill package |
500ml |
Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Natural
Premium Deodorizer (White Herb Aroma) |
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620ml |
| Refill package |
480ml |
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