Kao Singapore Qualities, domestic toiletries soaps. Clean Beautiful and Healthy Product
Singapore  |  www.kao.com/sg
| | | | |
Home  News  Innovative laundry detergent that cleans, softens and eases ironing!

Innovative laundry detergent that cleans, softens and eases ironing!

July, 2009 - Kao has recently launched innovative Attack Concentrated Liquid Detergent Plus Softener (With Easy Ironing function) in July 2009. The launch is to solve the biggest frustration of laundry doers – ironing! Findings from focus group discussions showed that ironing topped the list as the most disliked laundry chore.

Kao conducted group discussions with working women, to find out more about Singaporean consumers’ laundry habits. Ironing of clothes ranked highest in terms of the hassle of laundry steps, followed by providing special treatment on dirty spots and flipping clothes to dry inside-out. The proportion of respondents who found it either very or somewhat troublesome was 52%, 44% and 26% respectively.

As a solution to these laundry frustrations, Kao improved its existing Attack Concentrated Liquid Detergent Plus Softener by adding Fibre-Smoothing Essence to help reduce wrinkles on clothes and to facilitate easy ironing. This innovative product also comes with fabric softener to provide convenience to its users.

Before launching the product, Kao conducted a test to see if this new detergent would meet the needs of consumers. Results revealed that 100% of consumers had an interest to use this new detergent and 83% liked it after used.

Working women who lead busy lifestyles, having to juggle work, family and household chores, and who had tried the product, unanimously agree that they can now reduce the time spent doing laundry chores and can in turn spend more quality time with their family.

Product Details

Product Names and Bottle Types

Attack Concentrated Liquid Detergent Plus Softener (With Easy Ironing function)
Packsize
2L & 3.5L bottle, and 1.6L refill pack

Available at all leading Supermarkets, Hypermarkets, Minimarts and Provision stores.

Product Features


Cleaner, Softer, Easy to Iron

Removes stubborn stains
Eliminates the need for additional softener
Fibre-Smoothing Essence reduces wrinkles on clothes for Easy Ironing