PETALING JAYA: SOUTHERN Lion Sdn Bhd, a 50:50 joint venture between Lam Soon (M) Bhd and Japan's Lion Corp, aims to capture half of Malaysia's detergent market by year-end from the current 47 per cent.
Its range of brands are Top, Biozip, Puteri Mas and Dobi.
"Although Top is the leading detergent brand in Malaysia, it's important that we strengthen our position with new offerings that meet customers' needs in today's context of modern living," said Southern Lion marketing director William Khoo.
He reiterated the company's brand promise of delivering practical solutions to modern day space constraints for washing and drying clothes among high-rise dwellers, night washing and indoor drying for busy working professionals, smaller families, and the practice of energy and water saving.
In explaining Top's latest feature, Khoo said the detergent is able to help create a more healthy living condition in the bedroom.
While we cannot completely eliminate dust mites from our homes, we can significantly reduce their number. Apart from vacuuming carpeting and upholstered furniture, we can reduce allergens that accumulate in our bedsheets, pillow cases and blankets by laundering the bedding materials every week.
"This is where Top comes in handy. Our new anti-dust mite formula is specifically formulated to remove 99.99 per cent of dust mite from our laundry," he said at the launch of the new variant here yesterday.
Also present were Southern Lion managing director Annette Ling, senior marketing manager Carmen Foo and Japan's Lion Corp head researcher (New Technology Development), Fabric Care Research Laboratories Dr Seiichi Tobe.
"We've successfully developed an enzymatic cleaning technology that breaks down soluble allergens in mite dust so that they are easily removed during the washing process. This will help minimise the risk of allergy triggered by mite dust,” said Tobe.
Many detergent makers, in a bid to improve environmental profile, have been sourcing renewable ingredients such as palm oil. Southern Lion's range of detergent incorporates a highly biodegradable substance called methyl ester sulfonates (MES) that is produced by its sister company, Lion Eco Chemicals Sdn Bhd, in Johor.
"Our leading brand Top uses MES in its formulation because of its high detergency at low concentrate, even in mineral water. It is a very efficient cleaning agent," Khoo said.
In Japan, parent company Lion Corp has been incorporating MES in its Top and Biozip brands of laundry detergent since 1991.