Kao (China) Holding Co., Ltd. (President and CEO: Minoru Nakanishi), a China-based group company of Kao Corporation (President and CEO: Michitaka Sawada), started to promote "China's nationwide cleanliness and water-saving initiatives" in collaboration with the Center for Environmental Education and Communications (CEEC) of China's Ministry of Environmental Protection.
This activity, under the slogan of "Save 10,000 liters of water annually per household," is to raise awareness of water saving in China, which is facing a serious social problem, due to lack of water resources. It has been conducted because the Chinese Government policy to raise public awareness of the importance of using less water is in line with Kao Corporation's idea of promoting ecological activities that can be done together with consumers by, among others, selling water-saving laundry detergents in China. Initiated in 2012, the activity has been implemented each year, starting from late March so as to coincide with the United Nations World Water Day, and is celebrating its seventh anniversary this year.
The opening ceremony, held in the Ministry of Environmental Protection on March 20, was celebrated by several hundred attendees, including Yan Shidong, Deputy Chief of CEEE, representatives of relevant government agencies, President and CEO Minoru Nakanishi of Kao (China) Holding Co., Ltd., related parties from the Kao Group, representatives of student volunteers and local residents. The site accommodated them with panel discussions and lectures reviewing the past six years of activities, exhibition panels introducing the importance of water saving and water resources, and exhibition of award-winning works from the Kao International Environment Painting Contest for Children.
In May, we are going to hold events in universities in China in which students devise ideas concerning water conservation. The achievements of the activities will be published in June. We have been conducting this activity in universities in China since 2015 and expanded the geographical area last year. This year will enjoy more than 60 universities.
Since the announcement of the "Kao Environmental Statement" in 2009, Kao has promoted environmental conservation activities to save water and energy under the banner of "eco together," which is conducted together with Kao customers. The initiatives of "eco together" are not only important for Kao's product design and manufacturing processes, but are also included in the processes Kao customers undertake when using Kao products. In autumn 2010, Kao launched a laundry detergent in China that can contribute to water conservation by minimizing the rinse time and the number of rinse cycles. A calculation was made of the water-saving effects of this detergent based on consumer research data collected by Kao in the urban areas of Beijing and Shanghai. It was found that using this detergent in a washing machine with a "single rinse" function can save about 10,000 liters of washing water annually per household.
Kao will continue to engage in a wide range of initiatives to fulfill its social responsibilities through dialogue with consumers and other diverse stakeholders.
Kao creates high-value-added products that enrich the lives of consumers around the world. Through its portfolio of over 20 leading brands such as Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown, Kao is part of the everyday lives of people in Asia, Oceania, North America and Europe. Combined with its chemical division, which contributes to a wide range of industries, Kao generates about 1,500 billion yen in annual sales. Kao employs about 33,000 people worldwide and has 130 years of history in innovation. Please visit the Kao Group website for updated information.