Enhancing product performance and making products compact reduces the amount of product needed per use, cuts consumption of materials and energy during the production stage, and reduces the amount of waste generated after products are used.
Powder laundry detergent Attack - launched in 1987 - is a prime example of such compact products. Compact laundry detergent has now become the mainstream product. Attack is 50% lighter and package volume 70% smaller compared with pre-compact detergents (on a per use basis).
In August 2009, Kao launched ultra-concentrated liquid laundry detergent Attack Neo, which is 2.5 times more concentrated than its predecessor product. Since product weight and container volume can be reduced when concentration is higher, this helps reduce CO2 emissions during distribution. Compared to existing product Attack Biogel, the product weight of Ultra Attack Neo is 56% lighter and package volume has been reduced by 60%. Furthermore, Ultra Attack Neo, which uses new cleaning ingredient Aqua W (Double) Riser, requires just one rinse cycle, which not only reduces environmental impact thanks to compact packaging but also helps cut CO2 emissions because less water and electricity are used.