TOP Introduces Hygienically Clean Concept For Cleaner Laundry, More Comfort and A Better Sense of Well-Being

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TOP Blooming Freshness

TOP, Laundry Detergent, developed by LION Corporation Japan, is the No. 1 Total Laundry Detergent brand in Malaysia[1]. It is championing the concept of hygienically clean living to encourage cleaner laundry, more comfort and a better sense of well-being.

The brand has embarked on an awareness campaign to educate consumers on differentiating between visibly clean versus hygienically clean laundry, that kicked off at the MYDIN USJ Mall.

(From Left) Ms Miki Ohwaku, Head Researcher [Fragrance for Fabric Care], Flavour & Fragrance Research Center, LION Corporation Japan, Mr Naoyuki Egawa, Head Researcher [International Product Development], Fabric Care Research Laboratories, Lion Corporation Japan, Tuan Ahimmat Mydin, Executive Director, Mydin Mohamed Holdings Berhad, Ms Annette Ling, Managing Director, Southern Lion Sdn Bhd, Datin Wira Dr. Hjh. Siti Hawa Mohd, Director, Mydin Mohamed Holdings Berhad, Mr. Allan Khong, Executive Director, Sales & Marketing, Lam Soon Edible Oils Sdn Bhd, and Ms Carmen Foo, Senior Marketing Manager, Southern Lion Sdn Bhd showing their support for TOP.
(From Left) Ms Miki Ohwaku, Head Researcher [Fragrance for Fabric Care], Flavour & Fragrance Research Center, LION Corporation Japan, Mr Naoyuki Egawa, Head Researcher [International Product Development], Fabric Care Research Laboratories, Lion Corporation Japan, Tuan Ahimmat Mydin, Executive Director, Mydin Mohamed Holdings Berhad, Ms Annette Ling, Managing Director, Southern Lion Sdn Bhd, Datin Wira Dr. Hjh. Siti Hawa Mohd, Director, Mydin Mohamed Holdings Berhad, Mr. Allan Khong, Executive Director, Sales & Marketing, Lam Soon Edible Oils Sdn Bhd, and Ms Carmen Foo, Senior Marketing Manager, Southern Lion Sdn Bhd showing their support for TOP.
Based on LION Corporation Japan’s technological capabilities, TOP is able to provide superior products that address cleaning issues and create value in consumers’ daily lives by going beyond removing visible soil, to removing invisible soil such as bacteria, sebum and protein that are the root cause of odour, allergies and even some communicable diseases.

TOP, which is managed by Southern Lion Sdn Bhd locally, also introduced its FreshCare Technology that contains Rich-Lasting Fragrance for sustained freshness, supported by microcapsules that adhere to the fabric after wash and release bursts of scent to keep clothes staying fresh up to 14 days[2] from wash to wear. The technology is available in its new ‘Blooming Freshness’ variant and has seen excellent consumer response.

According to Southern Lion Sdn Bhd, Senior Marketing Manager, Ms Carmen Foo, TOP is at the forefront of providing practical solutions to laundry problems linked to changing lifestyles, such as limited space, night washing and indoor drying, the need for more energy and water efficient detergents as well as changing weather events such as the haze and hygiene-related conditions such as a rise in respiratory ailments.

“Since its debut in Malaysia in 2003, TOP quickly engaged consumers with the introduction of innovative cleaning solution supported by our consumer-centric marketing approach and ongoing market research to understand their behavior and lifestyles, resulting in TOP becoming the No. 1 total laundry detergent brand, today. Now we are working on changing perceptions of what is ‘clean’ by introducing the concept of hygienically clean living, where cleanliness goes beyond the visible to the invisible, and encompasses comfort and well-being, too,” Ms Foo said.

TOP was the first laundry detergent to introduce anti-malodour technology in Malaysia in 2003. It then introduced its breakthrough Anti-Mite Dust formulation in 2011 that is proven to remove 99.9% of allergic mite-dust, and has been continuously championing the concept of hygienically clean living.

“It is safe to say that TOP has, and continues to transform the detergent industry in Malaysia through cutting-edge research & development that drives our innovation. We have won the hearts and minds of consumers by consistently providing practical solutions to their laundry problems,” Ms Foo explained.

“The introduction of the hygienically clean living technology will allow TOP to serve consumers better with cleaner laundry, more comfort and a greater sense of well-being across the board from all our products.”

“Our FreshCare Technology from Japan available in our new powder Blooming Freshness variant has been introduced for consumers who want longer lasting fragrance and sets new performance standards in the laundry detergent category with a touch release fragrance that has been proven to last up to 14 days[3] from wash to wear,” she said.

[1] Based on AC Nielsen August 2014

[2] According to testing by independent labs in Japan

[3] According to testing by independent labs in Japan

 

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