Kao announces launch of Attack Jaz1 laundry detergent in Indonesia

July 1, 2014 (press release) – Attack Brand expands with New Product developed for Indonesian Market -

Kao Corporation (President and CEO: Michitaka Sawada) launched laundry detergent Attack Jaz1 in Indonesia in June 2014. Attack Jaz1 is a powder detergent for hand-washing laundry, newly developed for Indonesian home lifestyles. Attack Jaz1 is produced at Karawang Plant in West Java, opened recently with a completion ceremony on June 19, and will be available nationwide in Indonesia.


The laundry detergent market in Indonesia is regarded as one of the most crucial markets in Asia because of its large scale and high growth. In Indonesia, while washing machine usage is quite low, at about 30%* in Jakarta, the ratio of people hand-washing laundry is about 80%* , including those people who use washing machines as well as hand-wash. Moreover, as local water used for washing is hard and can make stain-removing difficult, consumers often use a cream-type detergent to enhance cleaning performance, in addition to powder detergent. So, washing the laundry is both time-consuming and labor-intensive.

* According to a Kao survey on Indonesian lifestyle in Jakarta

Laundry steps - Indonesia

Kao’s innovative technology allows Attack Jaz1 to deliver excellent cleaning performance in hard Indonesian water. Even during soaking, the beginning of stain removal is evident to consumers, who can now be confident that they do not need cream-type detergent to remove stains. With the concept of "Solve laundry troubles with just one detergent," Attack Jaz1 was developed to Indonesian home lifestyles. By offering powerful cleansing at an accessible price, Attack Jaz1 offers new values to local consumers.

Kao first launched laundry detergent in Indonesia in 1991, with the Attack brand. With the launch of Attack Jaz1 to complement the existing Attack and Attack Easy lines, Kao is responding to the wide-ranging needs of consumers in Indonesia.

"Global expansion of consumer products" is a core growth strategy of Kao’s Mid-term Plan 2015 (K15), aimed toward achieving global profitable growth. As part of this strategy, Kao is focused on enhancing the product lineup for high growth consumer segments, such as Attack Jaz1. Kao Group will continue to respond to a broad range of consumer needs by leveraging its original technologies in product development and value proposals.

•Why the name "Jaz1"?

"Jaz1" is a coined term that suggests "Just 1" to Indonesian people in line with the product concept of "Solve laundry troubles with just one product, Attack Jaz1, and do away with the need for cream-type detergent."

Product features

•Achieve excellent cleaning performance in local hard water conditions.

•Stain removal is evident even with only a 5-minute soak.

•Without cream-type detergent, thoroughly remove stubborn collar and sleeve stains.

About Kao

Kao creates high-value-added products to help consumers around the world enrich their everyday lives. Over 20 leading brands such as Asience, Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown are part of the lives of people in Asia, Oceania, North America and Europe and help generate about 1,300 billion yen (about $US13 billion) in annual sales. Kao employs about 35,000 people worldwide and has more than 120 years of history in innovation. Please visit the Kao group web site for updated information.

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