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2019/01/23

  • News Release
  • Products

Kao Unveils Revolutionary Liquid Laundry Detergent "Attack ZERO" in Japan

"Zero Cleaning" to revive garments commercialization of Kao's all-time best detergent base, "Bio IOS": Phase 1

Tokyo – Kao Corporation announces the launch of concentrated liquid laundry detergent "Attack ZERO," a revolutionary product that will completely transform the concept of laundry, on April 1, 2019 in Japan.

Attack ZERO is the first of a product series formulated with Kao's exclusively developed, all-time best detergent base, Bio IOS, as its main ingredient. It achieves the highest cleaning power in the history of Attack liquid laundry detergent, realizing "Three Zeros": "Zero stubborn stains," "Zero musty odor" and "Zero detergent residue" and aiming to revive garments.

In addition to detergent for ordinary top load washing machines, the new lineup will feature a Kao first: A detergent "specifically for front load washers." Another addition is the "One-hand push" type packaging that enables the user to dispense measured amounts without having to use both hands.

removal (vs conventional Kao product)

The purpose of the launch

In Japan, the way we do laundry has undergone major changes. In recent years, water-conserving and large-volume washing machines have appeared, and more people wash large loads using little water. Another factor is that there are more double-income families, resulting in different family members doing household chores. This calls for laundry products that can be used easily by anyone, without mishap.

Meanwhile, the development of synthetic fibers with various performance functions, such as quick dry, moisturizing and shape memory, has resulted in almost 40% of our clothing now consisting of synthetic materials. But surveys have shown that skin oils and other lipid substances are difficult to launder out of synthetic materials, especially polyester, which retains twice as much oil and grease as cotton fabrics post-wash. The oil and grease then accumulate in clothing, causing odors, discoloration, and loss of texture (Source: Kao survey).

Kao is addressing these sea changes in our environment and consumer needs, redefining the "Attack" brand to launch a new era detergent "Attack ZERO," a concentrated product with the highest cleaning power in Attack liquid laundry detergent history. "Three Zeros Cleaning": "Zero stubborn stains," "Zero musty odor" and "Zero detergent residue" has become reality. The effect of Attack ZERO is enhanced with repeated washing, and it revives garments.

Kao is also releasing a detergent formulated specifically for front load washing machines, specially designed to wash fabrics by striking them against each other using minimal water. By highly blending water-efficient polymers, this detergent prevents "re-contamination of clothing," that is, it stops debris and stains from re-adhering to the fabric surface.

The new lineup also features a handy "one-hand push" type bottle for easy dispensing of measured amounts, simply by pushing the lever with one hand. The amount dispensed can be adjusted by the number of pushes. The Universal Design of the bottle makes it easy to use for a wide range of consumers, from parents raising children to seniors.

"Attack" has led the Japanese laundry scene for 32 years since its launch in 1987, and through research and technological innovation, will continue to provide solutions to laundry challenges and contribute to a future of comfortable living.

Product name/Net weight/Price

Product name Net weight
Attack ZERO Bottle:
One-hand push type:
Refill:
400g, 610g
400g
360g, 900g
Attack ZERO for front load washer Bottle:
One-hand push type:
Refill:
380g, 580g
380g
340g, 860g

* No suggested retail price.

From left to right: 400g bottle, 400g one-hand push type,
360g refill, 900g refill

Special detergent for front-load washers. From left to right:
380g bottle, 380g one-hand push type, 340g refill, 860g refill

Launch date / Region

April 1, 2019 / All over Japan

Product features

Shared features
Revives garments with Zero Cleaning
- Zero stubborn stains: Highest cleaning power in Attack liquid detergent history
- Zero musty odor: Deodorizing power beyond antibacterial detergents*
* Compared to other Kao detergents
- Zero detergent residue: Restores fibers to their original texture, without detergent residue

Individual features
Attack ZERO for front load washing machines

- Formulated specifically for the water levels and washing mechanisms of front load washing machines
- By highly blending water-efficient polymers* to prevent re-contamination of clothing (discoloration)
* Compared to other Kao detergents

Attack ZERO one-hand push type, Attack ZERO one hand push type for front load washing machines
The new bottle is easy for everyone to use (one-hand push type)
- Universal design: Hold with fingers and push with the thumb. No need to use both hands.
- Lets the user dispense the right amount of detergent for the laundry load.
(5 pushes = 1 capful)

Technological features

Main ingredient: Kao's all-time best detergent base, Bio IOS
- Penetrates deep into the fibers and adsorbs to the contaminant to exert a high cleaning effect.
- The ingredient hardly adsorbs to the fibers, and washes away with the contaminant, leaving almost no contaminant or detergent residue on the fibers.
- Exerts its effect and dissolves well even in minimal amounts of cold water.

About Kao

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.

Media inquiries should be directed to:

Corporate Communications
Kao Corporation

+81-3-3660-7043
FAX
+81-3-3660-7044
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