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| 1. |
Objective of Introducing the New Product |
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Concerns have been growing in recent years with regard to such “invisible threats” as outbreaks of new strains of influenza and rubella as well as pollen and other fine particulate matter. In step with the rise in related consciousness of prevention and hygiene, the market for hand soap, surgical masks and other prevention-related products has expanded year after year.
Increasing numbers of people are worried about pollen, bacteria and viruses on their clothing and about carrying these threats into their homes on their clothing. This rising concern about the invisible grime on clothing is reflected in growing demand for antibacterial laundry detergents (Lion surveys).
In 2012, Lion introduced the super-concentrated liquid laundry detergent TOP HYGIA, which has been well received by consumers. The TOP HYGIA “prevention concept” entails enhancing the antibacterial properties of laundry through washing and preventing the growth of bacteria and formation of odors.
Applying the results of research conducted at its Fabric Care Research Laboratories regarding the removal of bacteria and viruses from clothing, Lion is now introducing TOP HYGIA Fabric Refresher antibacterial, antiviral deodorant, which eliminates bacteria, viruses and odors from clothing and fabric with just a quick spray. This new spray is ideal for a wide array of uses, including on outerwear items like coats and jackets that bacteria and viruses seem likely to attach to, items that cannot be washed frequently, such as curtains and sofa covers, and to deal with odors from wet clothing hung to dry indoors. |
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| (1) |
TOP HYGIA Fabric Refresher antibacterial, antiviral deodorant combines the double antibacterial effects of eliminating bacteria deep in cloth fibers and preventing the growth of bacteria with the elimination of viruses for a triple effect with just a quick spray |
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In tests based on spraying TOP HYGIA Fabric Refresher antibacterial, antiviral deodorant on fabrics, the product eliminated 99% of bacteria and viruses2 present, and inhibited growth of over 99% of bacteria.4
4: TOP HYGIA’s antibacterial effect is not effective against all types of bacteria
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| (2) |
Effectively eliminates unpleasant odors like sweat and cigarette smoke from clothing |
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| (3) |
Blended with 100% natural tea tree oil extracted from tea tree leaves |
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Contains tea tree oil, a well known traditional healing agent. |
| (4) |
Features a non-lingering, subtle minty green fragrance |
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Contains the same refreshing minty green fragrance, featuring a blend of natural peppermint and spearmint, as TOP HYGIA liquid laundry detergent. Although immediately fragrant when sprayed, the scent quickly dissipates and does not linger on clothing. |
| (5) |
The silver package design communicates TOP HYGIA’s reliable antibacterial and antiviral power for clothing and fabric |
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| 3. |
Contents and Price
| Product Name | Contents | Retail Price |
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| TOP HYGIA Fabric Refresher antibacterial, antiviral deodorant |
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350ml |
No recommended retail price |
| Refill package |
320ml |
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| 4. |
TOP HYGIA Lineup
| Product Name |
Product Features |
Release Date |
| TOP HYGIA Fabric Refresher antibacterial, antiviral deodorant |
Eliminates bacteria, viruses and odors on clothing and fabric with just a quick spray |
September 2013 |
| TOP HYGIA Super-Concentrated Liquid Laundry Detergent |
A super-concentrated liquid laundry detergent that offers a “prevention concept” for laundry by enhancing the antibacterial properties of laundry through washing and preventing odors and the growth and transfer of bacteria and mold |
July 2012 |
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