Midori Kowada,
General Manager, Sustainability Promotion Department,
Lion Corporation
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On February 22, 2023, Lion Corporation (President: Masazumi Kikukawa) will launch nationwide sales of Acron Smart Care, a new delicate-safe laundry detergent with a built-in softening agent. Formulated using innovative technology that eliminates the need for running rinse cycles, which can account for approximately 70% of the entire laundry process, Acron Smart Care makes clean, quick and environmentally friendly laundry a reality.
*1 In a low-water-flow, zero-rinse wash cycle *2 Compared with a two-rinse wash cycle
A Lion survey*3 found that in recent years the proportion of people using delicate-safe laundry detergents has been on the decline (falling from 61% in 2017 to 53% in 2021). This reflects a marked decline in unit prices for clothing stemming from the rise of fast fashion, which has prompted a shift in the way consumers see their clothing. In turn, there has been an increase in the number of people who claim to have certain cherished items of clothing yet stating they do not feel that anything they own requires a delicate-safe laundry detergent (a 12% increase in 2021 compared to the number in 2018).*4
On the other hand, the desire to wear cherished items while keeping them pristine for as long as possible remains and is actually on the rise. Nevertheless, many consumers feel that the better finish offered by using delicate-safe detergents is outweighed by the time and effort that washing with such detergents generally requires. As a result, despite wanting to treat cherished items with extra care, these garments often end up being washed with other laundry using ordinary detergent, leaving the clothing damaged and users frustrated.
To combat this issue, Lion is releasing Acron Smart Care, a delicate-safe laundry detergent with a built-in softening agent that has been formulated using new zero-rinse technology that eliminates the need for running a rinse cycle, which can account for approximately 70% of the water used in laundry process and can be damaging to clothing.
Acron Smart Care zero-rinse laundry detergent makes clean, quick, and environmentally friendly laundry a reality, offering a new way to wash and care for your favorite clothing.
*3 2017 and 2021 Lion surveys
*4 Oct. 2021 Lion survey
Wednesday, February 22, 2023, nationwide
| Product name | Contents | Retail price | |
|---|---|---|---|
| Acron Smart Care Green Citrus Fragrance |
Bottle | 440ml | No recommended retail price |
| Refill pack | 820ml | ||
（１）Zero-rinse washing detergent that eliminates the need for a rinse cycle
Detergents cannot remove soil without the inclusion of a surfactant as a washing ingredient. Ordinarily, this means that rinsing is necessary as surfactant residue can remain on garments even after the wash water is drained. Acron Smart Care, however, contains a new agent that boosts surfactant performance and enhances detergency, reducing the amount of surfactant required. Acron Smart Care is effective at removing soil despite containing a relatively low amount of surfactant, so much less remains on clothing after the wash water is drained away, thus eliminating the need for a rinse cycle, which can account for approximately 70% of the laundry process.
●The New Laundry Process with Acron Smart Care
●Acron Smart Care makes clean, quick and environmentally friendly laundry a reality.
【Clean】：Eliminates the rinse stage, which can damage clothes, and boasts the best wrinkle-free finish of any Lion detergent to date.
*1 In a gentle wash cycle with zero rinsing
* Comparison with Acron Smart Care on a gentle wash cycle
【Quick】：No rinse cycle means laundry time is cut in half*2
Dramatically speed up doing the laundry while enjoying other activities!
【Environmentally friendly】：Elimination of the rinse cycle cuts water and energy consumption and CO2 emissions in half*2*2
*2 Compared to a two-rinse cycle
* Water and energy consumption and CO2 emissions are calculated based on averages for typical top-loading washing machines from four major Japanese washing machine manufacturers when washing 1 kg of clothing using a gentle wash cycle.
(２) Built-in softening agent leaves clothes feeling fresh and soft
(３) Features a relaxing green citrus fragrance
Acron Smart Care brand site [Japanese]
https://acron.lion.co.jp/asc
Working toward the creation of environmentally friendly habits among consumers
Midori Kowada,
General Manager, Sustainability Promotion Department,
Lion Corporation
It’s estimated that each person in Japan uses roughly 214 l or more*5of water every day. Our water usage entails CO2 emissions at a number of points, such as at water purification plants, sewage treatment plants, and pumps that deliver water to our homes. As such, water conservation is intrinsically linked to the reduction of CO2 emissions
Our goal here at Lion is to provide consumers with goods and services that allow for water conservation without sacrifice or burden in order to help them create environmentally friendly habits. For example, we promote the reduction of CO2 emissions in the home by offering a variety of products that reduce water use, such as the laundry detergent TOP SUPER NANOX, which reduces the number of rinse cycles required while still providing a high-level clean; LOOK Plus Bath Anitmold Fogger, a fungicide applied once every two months to eliminate the need to clean away mold; and the CHARMY Magica line of quick-rinse dishwashing detergents.
One complete wash cycle for 1 kg of clothing with two rinse cycles can use as much as 131 l of water*6.
The new Acron Smart Care completely eliminates the rinse cycle, which accounts for 70% of the laundry process, and boasts the highest level of damage care of any Lion detergent to date. This can be achieved in half the time, and with a roughly 50% reduction in water, energy, and CO2 emissions.
Households account for approximately 16% of the CO2 emitted throughout Japan.*7 In accordance with our purpose, “Make a difference in everyday lives by redesigning habits: ReDesign,” we, as a manufacturer of household products, believe helping reduce household CO2 emissions by redesigning the habits of consumers without requiring them to sacrifice anything or take on further burdens is a key area in which we can contribute.
*5 Source: Tokyo Metropolitan Government Bureau of Waterworks (FY2019)
*6 Lion survey
*7 Sources: Greenhouse Gas Inventory Office of Japan and Japan’s Sectoral Carbon Dioxide Emissions (FY2020)