Lion Launches an Enhanced Version of its SOFLAN Premium Deodorizing Fabric Softener Featuring Dramatically Improved Antibacterial Properties That Keep Odors at Bay Even When Drying Clothing in Close Quarters, Indoors or at Night

Lion Corporation (Representative Director, President and Executive Officer: Masayuki Takemori) will undertake the nationwide launch of an enhanced^*1 version of its SOFLAN Premium Deodorizing Fabric Softener fabric softener on Wednesday, March 11, 2026. This product boasts dramatically improved antibacterial properties^*2 that keep clothing odor-free^*3,4—even when hanging clothes to dry in close quarters, indoors or overnight.
*1 Compared to a previous Lion product *2 Does not inhibit the growth of all bacteria.
*3 From the time of drying until use *4 Does not eliminate all odors.

1. Objective of Introducing the New Product

According to a survey of consumer concerns regarding clothing odors,^*5 damp, musty odors emerged as the top concern at 63%. Furthermore, over 80% of respondents*6 reported noticing this damp, musty odor lingering on clothes hung to air dry in confined spaces, indoors or overnight, indicating widespread frustration among consumers.
Our new and improved SOFLAN Premium Deodorizing Fabric Softener fabric softener tackles damp, musty odors from air-dried laundry with dramatically improved antibacterial properties that keep clothing fresh and odor-free for longer—even clothing hung to dry in confined areas, indoors or overnight.
*5 March 2025 online Lion survey; 7,885 participants *6 December 2024 online Lion survey; 1,000 participants

2. Release Date and Region

Wednesday, March 11, 2026, nationwide

3. Product Name, Contents and Price

4. Product Features

(1) Dramatically improved^*1 antibacterial properties^*2 that keep clothing odor-free—even when clothing is hung out to dry in close quarters, indoors or overnight.

(2)Protects clothing from picking up odors stemming from sweat, aging and other sources of body odor, including those stemming from sweaty feet on socks

(3) Thanks to its quick-drying properties,^*7 clothes dry faster even in indoor settings
*7 Compared to when no fabric softener is used (under indoor drying conditions)

(4)Confers anti-static properties to prevent the adhesion of pollen

(5)Prevents cigarette odors clinging to clothing

(6)Plant-derived softening agents gently soften each and every fiber (safe even for baby clothes)

(7)Contains natural aromatic oils

(8) Three lasting natural fragrances that are neither overpowering nor overly sweet
Floral Aroma Fragrance｜A gorgeous floral bouquet accented with bright notes from fruits like red berries and peaches.
Aroma Soap Fragrance｜A clean “soap” fragrance blending the sweet scent of baby powder with notes of lavender and pink pepper.
Fresh Green Aroma Fragrance｜A refreshing fragrance combining jasmine with fresh notes of green apple and fresh green leaves.

(9) Environmentally conscious packaging
To help protect the environment, bottles used for packaging are made of plastic containing approximately 60% recycled material.

SOFLAN Premium Deodorizing Fabric Softener
Brand Site (Japanese)
https://soflan.lion.co.jp/soflan/