Everything the Eco Way!
– The Story Behind Attack ZERO

The main ingredient in Attack ZERO and other detergents is oil produced from oil palms.
Palm oil is a naturally-derived, environmentally friendly raw material, but oil palms are only native to the tropics. Specifically, they grow in an area between 10 degrees north and south latitude.
Conforming to our Guidelines for Sustainable Procurement of Raw Materials, Kao creates products using sustainable materials that are managed effectively in order to protect the tropical forests that provide a rich and diverse habitat for various plants and animals.
We are working to make the most of raw materials through our proprietary technology. Bio IOS, a new sustainable surfactant used in our latest concentrated liquid detergent Attack ZERO, is a key example of this. It is made from the material left behind after extracting palm oil from the fruit of the oil palm. Until now, this leftover material has not had any practical applications.

“Utilize resources to the full!” is the golden rule in Kao’s production. Plastic scraps and other waste materials are recycled or burned for fuel. These actions are part of our goal to zero emissions in Kao’s production.
Promoting the effective use of resources goes for the production of Attack Zero as well.
To further reduce the environmental impact of all our supply chain, we have installed solar photovoltaic power generation systems and are promoting purchasing zero CO₂ emission electric power.

From plant to storefront, Kao considers how product delivery affects the environment and determines its transportation methods accordingly.
For example, transporting 1 metric ton of cargo 1 kilometer by ship emits about 1/5^*1 of the amount of CO₂ released by a truck. By rail, it’s only 1/10^*1 of the amount.
Because of this, we choose to transport via ship and rail for long distances.
Replacing conventional transportation methods with more eco-friendly ones is called modal shift.
Our proprietary technology for enhancing laundry performance with less detergent has led to the development of compact products like Attack ZERO, made transport more efficient, and lowered our CO₂ emissions.

Attack ZERO is an ultra-concentrated liquid laundry detergent that has high cleansing power, even when used in small quantities, and requires only one rinse.
While it varies by washing machine type, Attack ZERO can reduce CO₂ emissions by around 38% compared to Kao’s conventional liquid detergents^*2 . The reason for this is twofold: it requires only one rinse during use and the production process itself has a smaller impact on the environment.

Kao is continuing to develop products for consumers while considering both ease of use and the environment.

Refillable products and replaceable parts are helping to reduce waste and plastic product packaging.

Over the years, customers have grown more and more accustomed to using eco-friendly products.
Kao currently has 423^*3 refillable products and replaceable parts on the market, representing roughly 80% of our product lineup in Japan.