Kao to Launch Attack Neo Antibacterial EX Power Detergent

- Suppressing Odor-causing Bacteria throughout the Laundry Process -

Kao Corporation (President and CEO: Motoki Ozaki) will launch Attack Neo Antibacterial EX Power laundry detergent, from the Attack Neo single-rinse detergent series, on July 19, 2011. Effective even in small amounts, the new product features high odor-removing detergency and suppresses odor-causing bacteria throughout the laundry process.

<strong><i>Attack Neo Antibacterial EX Power</i></strong> bottle (left), refill (right)

Attack Neo Antibacterial EX Power bottle (left), refill (right)

Launch background

With the launch of Attack Neo detergent in August 2009, Kao has proposed to consumers a new laundering style: "ecology starting with a single rinse." As an ecological activity rooted in daily life, single rinsing with Attack Neo has received strong support and high endorsement from consumers.

Recently, there have been significant changes in laundering styles and environments, including widespread use of washing machines that allow laundering with only a small amount of water, and an eco-conscious trend in which more people are using leftover bathwater to do their laundry. Specifically, more people (especially those of younger ages) tend to launder larger loads of accumulated laundry, or they may dry their laundry indoors at night. These circumstances have resulted in "odor problems" in laundering.

Attack Neo Antibacterial EX Power applies innovative bacteria-controlling technologies acquired through Kao's microbiology research conducted over the years, and it solves odor problems related to today's laundering trends. Kao continues to make proactive proposals based on its proprietary technologies and will further contribute to making the daily life of consumers more comfortable.

Product details

Product name: Attack Neo Antibacterial EX Power
Volume: 400g (360g for refill)
Recommended retail price: Open
Sales commencement date: July 19, 2011
Sales area: Nationwide throughout Japan

Product features

Powerful foaming action works vigorously on odor-causing bacteria. Throughout the laundry process, it suppresses odor-causing bacteria and powerfully deodorizes even large loads of laundry that has accumulated over a long period. In addition, it prevents white items, such as towels, as well as washing machine tubs from generating mold and mildew, and leaves laundry with a clean finish.
- Formulated with antibacterial and bleaching agents
- Color-free, free of fluorescent agents
- Light scent
- Softener fragrance is distinctive

Standard features of Attack Neo

窶「 A 2.5 times*1 ultra-concentrated liquid detergent developed with Kao's proprietary technologies
窶「 A single rinse*2 allows saving of water, electricity, and time (laundering time).
窶「 Slim, compact container facilitates storage and reduces shopping burden
窶「 Launders the same number of loads as conventional liquid detergent

*1 Compared with 1-kg product of Kao's regular liquid detergent
*2 Some washing machines cannot be set to a single-rinse cycle.

Technological features

Kao research focused on situations that could generate unpleasant odors throughout the entire process of laundering. By collecting worn clothing from consumers who felt uneasy about odors and then analyzing the clothing in detail, Kao was successful in identifying the odor constituents and the primary bacteria that cause an unpleasant odor generated from half-dry laundry.

With the power of its antibacterial and bleaching agents, Attack Neo Antibacterial EX Power suppresses odor-causing bacteria throughout the laundry process, and deodorizes even large loads of accumulated laundry.

About Kao

Kao creates high-value-added products to help consumers around the world enrich their everyday lives. Over 20 leading brands such as Asience, Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown are part of the lives of people in Asia, Oceania, North America and Europe and help generate about 1,200 billion yen (about $US13 billion) in annual sales. Kao employs about 35,000 people worldwide and has more than 120 years of history in innovation. Please visit the Kao group web site for updated information.