On September 20, 2023, Lion Corporation (President: Masayuki Takemori) will launch nationwide sales of NANOX one, a unique line of highly concentrated complete gel detergents. This is the only detergent to combine high detergency and deodorizing power with the ability to protect clothing from discoloration, which cannot be achieved with Lion’s conventional detergent technology.*1
We chose the term “highly concentrated complete gel detergent” due to the product’s unique features,*1which enable its use in addressing various laundry-related issues, namely, the combination of high detergency and deodorizing power with the ability to protect clothing from discoloration, both of which could be achieved in one product using conventional detergent technology.
*1 Among Lion’s laundry detergents
*2 Utilized in NANOX one for Odors and NANOX one PRO
In Japan, the market for laundry detergents remains the largest among household products, at ¥227.9 billion in 2022, and is expanding. This expansion is driven by demand for highly concentrated liquid detergents, the group to which NANOX belongs, alongside liquid tablet detergents. These two types account for approximately 40% of the total market, with high value-added products contributing to market growth*3.
Furthermore, for over 20 years starting in the 2000s, laundry detergent manufacturers have prioritized detergency and deodorizing ability. A Lion survey *4 indicated that when buying laundry detergent, customers prioritize grime removal, with 67.1% of respondents finding this to be the most significant feature. The elimination of odors was also a top choice. These were followed by the avoidance of discoloration due to yellowing and dulling (31.9%) and avoidance of color fading (24.6%). Yet, 89.5% of respondents believed that “the more clothes are washed, the more their original color will change,” and 80.1% said that it is challenging to find a detergent that is both powerful at cleaning and retains color.
Achieving both detergency and clothing discoloration prevention in our detergents was quite technically challenging. Nevertheless, drawing on over a century of innovation in Lion’s detergent business, we took on this challenge, resulting in the creation of NANOX one. This highly concentrated complete gel is the only*1 line of detergents with high detergency and deodorizing power that outperforms conventional NANOX products while delivering clothing discoloration prevention.
Lion seeks to contribute to people's daily lives by transforming necessary but tedious tasks into positive experiences they can enjoy, or positive habits.
Following a regular laundry routine can sometimes be tedious, and many people have given up on trying to fight the discoloration that occurs when clothing is washed repeatedly. With the introduction of NANOX one, we seek to address the varied demands associated with washing and transform the chore into a more enjoyable experience of worry-free washes.
*3 Based on 2009–2016 SRI data and 2017-2011 SRI+ data from INTAGE Inc. on laundry detergent sales value. Estimates of 2009–2016 market scope based on SRI+ data from INTAGE Inc.
*4 June 2023 online Lion survey; 1,000 participants
Wednesday, September 20, 2023, nationwide
| Product name | Contents | Retail price | |
|---|---|---|---|
| NANOX one | Standard | 380g bottle; 640g large-size bottle; 820g extra-large-size refill pack; 1,160g XXL-refill pack;1,530g ultra-jumbo refill pack |
No recommended retail price |
| For Odors | |||
| PRO | 380g bottle; 640g large-size bottle; 790g extra-large-size refill pack; 1,070g XXL-refill pack; 1,400g ultra-jumbo refill pack; pack of six 10g single-use sachets |
||
(１)Highly concentrated complete gel that tackles odors, grime and discoloration better than conventional detergents
The only detergent delivering high detergency and deodorizing power that outperforms conventional NANOX products together with clothing discoloration prevention.*1
NANOX one employs Lion’s latest technologies for maximizing detergency, deodorizing power and clothing discoloration prevention, delivering what we refer to collectively as “complete cleaning.”
◆Detergency (Complete Stainless Technology):
A newly adopted high-performance surfactant and high-performance enzyme are used to achieve detergency beyond that of conventional NANOX
We have discovered the ideal combination of high-performance enzymes and a new high-performance surfactant that excels in removing sebum, achieving great detergency even for tough stains and spills, sebum, and protein-derived stains.
◆ Deodorizing power (Complete Odorless Technology*2):
New deodorizing agents suppress the generation of unpleasant odors to achieve deodorizing power beyond that of conventional NANOX
The deodorizing cleaning technology we have cultivated over the years has been further enhanced, and is effective in controlling stuffy odors from hanging laundry indoors to dry. In addition, a powerful antibacterial effect*5 prevents unpleasant odors caused by bacteria.*6
*2 Utilized in NANOX one for Odors and NANOX one PRO
*5 Does not inhibit the growth of all bacteria
*6 Does not suppress all odors
◆Discoloration prevention (Complete Color Care Technology):
New special polymers achieve a level of clothing color protection that has proven to be difficult using conventional detergents
By incorporating a special polymer with multiple functions, fading reduced by preventing friction between fabric surfaces during washing. The polymer also prevents grime from returning to clothing from fluid in the washing machine tub (preventing re-staining), which is one of the causes of yellowing and darkening.
(２) Completely transparent PET bottle and vivid liquid colors
While laundry detergent is traditionally packaged in opaque bottles, NANOX one uses a fully transparent, colorless plastic bottle to strongly convey a sense of newness and innovation to consumers in the store. The vividly colored liquid also contributes to the impactful package design.
(３)Quick-rinse foam, suitable for even one-rinse washing
With the environment in mind, Lion recommends one-rinse washing. The efficiency of discoloration prevention is significantly increased when clothes are washed, given a single rinse and dried.
(４) Main container made from biomass PET*7
The transparent bottle and the large-size bottle are made of biomass PET,*7 making it simple to see how much is left and to refill.
*7 Only the bottles are made of biomass PET. Does not include the nozzle or the cap
(５) Contributes to clothing longevity by extending the useful life of clothing
NANOX one prevents discoloration while offering superior detergency and deodorizing power, contributing to a longer useful life for clothing.
Please refer to the following URL for related demonstration videos.
▼NANOX one “Experiment of compatibility of washing power x causing fading using model test cloths” 56 seconds (Available in Japanese only)
URL：https://go-lion.jp/Nanox053
▼NANOX one “Clothing dulling control experiment” 49 seconds (Available in Japanese only)
URL：https://go-lion.jp/Nanox054
The TOP NANOX brand, which has been loved by many customers since its inception in 2010, will be reborn as NANOX one on September 20, 2023 and enter a new stage.
Note: With the introduction of the NANOX one brand, the existing Top Super NANOX and Top Super NANOX for Odors will be discontinued.
NANOX one brand site
https://nanox.lion.co.jp/ (Japanese)
