Home Cleaning & Laundry Care

Kao's Magiclin brand launched a new fragrance variant and announced that cumulative sales for the series had surpassed 40 million units, instantly drawing attention to toilet cleaning products. The milestone for this long-selling product coinciding with the new launch significantly boosted public interest.

In the cleaning equipment sector, Kärcher ran its "Thank Your Cleaner Day" event and greatly increased its visibility with a brand campaign centered on gratitude toward cleaning workers. ECOVACS promoted the latest features of its robot vacuums through an experience event at its Osoji Kenkyusho, while Dainichi Corporation boosted interest in household cleaning items with an experience event and commemorative gift initiative for SanSan Sponge. In fact, SanSan Sponge itself became a talking point in kitchen cleaning thanks to the same event. Kao's Biore brand launched its autumn campaign, directly supporting purchasing behavior related to washing and cleanliness. In the service sector, Duskin strengthened its mop and cleaner trial pathways through its "Osoji Tankyu Program," and Osoji Kakumei gathered applications for professional cleaning experiences through its "Air Conditioner Summer Closing Award." Major manufacturer Lion maintained its presence in the detergent category as a target brand of its livelihood support campaign, while home center chain Shimachu stood out with household support sales that included cleaning sheets and dishwashing detergents.

On a single day when players ranging from major manufacturers to specialized cleaning services and retailers moved in unison, demand for "cleanliness" ahead of the seasonal change appears to be picking up. The combination of new product launches and event initiatives has energized the cleaning market as a whole.