||Context of the New Product’s Release
According to a 2015 Lion survey, what 81% of consumers most desire in a laundry detergent is efficacy in removing grime from clothing. Many consumers, however, are not satisfied with the cleaning performance of their current laundry detergent, complaining that clothing yellows or dulls over time or that, despite diligent daily washing, clothes never seem to get really clean.
At the same time, changes in how laundry is done are ongoing. For example, the desire to save water, an increase in average washing machine size, and the growing prevalence of single-person and dual-income households are all contributing to a rise in consumers who do laundry in larger, less frequent loads. These factors have, in turn, mean that laundry is increasingly done in large volumes using smaller quantities of water. As a result, many consumers are finding that grime does not come off as well and that clothing tends to yellow and dull.
Against this backdrop, Lion has developed new super nano-washing technology, achieving significantly improved detergency against sebum. Using this technology, Lion has dramatically enhanced its TOP NANOX super-concentrated liquid laundry detergent, released in 2010, which offered nano-washing technology using the proprietary high-detergency ingredient MEE.* Now, Lion is announcing the launch of this new, enhanced super-concentrated liquid laundry detergent, TOP SUPER NANOX.
*Methyl ester ethoxylate