Dramatic Antibacterial Properties Prevent Bacterial Growth^*1 and Odors, Even Before Clothing Is Fully Dried!
New Launch of Improved Fabric Softener “SOFLAN Premium Deodorizer”

From March 6, 2024, Lion Corporation (President: Masayuki Takemori) will launch nationwide sales of the deodorant fabric softener “SOFLAN Premium Deodorizer,” which is infused with ultra-fine deodorizing and antibacterial ingredients in every fiber. The dramatic antibacterial properties prevent bacterial growth^*1 and odors, even before clothing is fully dried.
*1 No increase in bacteria compared with right after washing. It does not prevent the growth of all bacteria.

1. Objective of Introducing the New Product

Registering annual sales of over ¥50.0 billion, deodorizing fabric softeners account for around 40% of sales in Japan’s ¥148.0 billion fabric softener market.^*3 Improved in 2021, “SOFLAN Premium Deodorizer” does not just remove odors, it stops them from ever forming.^*4 Offering proprietary function value, this product has helped build the market.
Since the product’s introduction, surveys of customers about the odors they want to improve have indicated that their main concern (64%) is odor due to clothes not fully drying. The most common instance when they notice such an odor is when they are putting away laundry that had been hanging up to dry.^*5 Every year, more and more people are hanging their clothes indoors to dry, and we expect concerns over odor from clothes not fully drying to increase moving forward. To alleviate these concerns, we newly launched the improved “SOFLAN Premium Deodorizer” with the strongest antibacterial power yet to ensure bacteria will not grow^*1 even when the clothes are not fully dried.
*3 INTAGE, SRI+, softener market, January 2023–December 2023, sales value
*4 Effective at suppressing odors from drying clothes indoors and after wearing clothes for a certain amount of time
*5 Clothes odors customers want to improve (3,200 deodorizing softener users), instances when they notice odor from laundry and clothes not fully drying (430 deodorizing softener users, 2023 Lion survey)

2. Release Date and Region:

Wednesday, March 6, 2024, nationwide

3. Product Names, Volumes, and Prices:

4. Product Features

(1)Dramatic antibacterial properties prevent bacterial growth^*1 and odors even if not fully dried
Ultra-fine deodorizing and antibacterial ingredients adhere to every fiber. SOFLAN’s strongest antibacterial power ensures bacteria will not grow^*1 even when the clothes are not fully dried.

(2)Prevents odors associated with sweating, aging and other bodily functions and foot odor in socks

(3)Prevents the development of unpleasant odors when hanging clothes indoors to dry

(4)Prevents the buildup of static electricity and thus pollen from sticking to clothing

(5)Dries rapidly^*2 so clothing dries quickly even when hung indoors to dry

(6)Prevents cigarette odors from clinging to clothing

(7)Plant-derived softener ingredients gently soften every single fiber. (Suitable for baby clothes.)

(8)The lineup comprises four natural scents that are neither too strong nor sweet.

“SOFLAN Premium Deodorizer”Brand Site (Japanese)
https://soflan.lion.co.jp/soflan/