Don't just mask odors with fragrance, peel away odors that detergent can't remove*¹! "Lenor Citric Acid In Super Deodorizing" Fully Renewed

P&G Japan LLC (Headquarters: Kobe City) will fully renew "Lenor Citric Acid In Super Deodorizing," a new genre of "rinsing deodorizer" that is neither a detergent nor a fabric softener, starting in late June 2026. The renewed "Lenor Citric Acid In Super Deodorizing Super Odorless" features improved deodorizing power and a gentler, more subtle fragrance. Additionally, the label design for all products in the series has been revamped from the previous color-coded designs for each product to a common silver-based design. Furthermore, a new character, "Kuen-chan," who wears a lemon hat inspired by citric acid, will appear in commercials and at retail locations.

A New Concept for Solving Odor Problems! About the Rinsing Deodorizer "Lenor Citric Acid In Super Deodorizing"

"Lenor Citric Acid In Super Deodorizing" is not about covering up odors that detergent can't remove with the fragrance of fabric softener, but rather about peeling away odors from their source*¹. It is a new genre of "rinsing deodorizer" that is neither a detergent nor a fabric softener. Simply place it in the fabric softener compartment during washing instead of fabric softener. It solves the problem of lingering odors after washing with detergent, or the unpleasant mixed scent of fabric softener, by thoroughly peeling away the accumulated odors at the root cause, the fibers*².

Focusing on the Diversifying Odor Concerns of Clothing Across Generations

In recent years, clothing odor concerns have become more diverse. Particularly in households with young children, there are many daily odor concerns such as spit-up, food spills, accidents, and sweat and mud stains from sportswear.

However, these odor concerns are not limited to households with young children. Various odor concerns exist depending on life stages and living environments, such as the smell of sweat from sportswear, accumulated odors in towels, and body odor due to aging.

Against this backdrop, there is a growing need to address the root cause of odors rather than masking them with fragrance. "Lenor Citric Acid In Super Deodorizing," as a new genre of "rinsing deodorizer" that is neither a fabric softener nor a detergent, responds to the odor concerns of a wide range of generations by peeling away accumulated odors that detergent alone cannot remove*¹, while maintaining water absorbency.

Three Renewal Points for the New "Lenor Citric Acid In Super Deodorizing"

In response to these factors, such as the prevalence of odor concerns in households with young children and the increasing trend of households not using fabric softener, the "Lenor Citric Acid In Super Deodorizing" series will undergo a full renewal to become a brand that is easier for households with young children to use.

<Renewal Points>

• "Super Odorless" improved in deodorizing power & refined to a gentler, more subtle fragrance

• Refreshed all product series to a silver-based design

• New character "Kuen-chan" appears

In this renewal, "Lenor Citric Acid In Super Deodorizing Super Odorless" from the "Lenor Citric Acid In Super Deodorizing" series has further evolved. Its deodorizing power has been improved, and the fragrance has been refined to a gentle and subtle scent closer to nature, making it easier to use for those who prefer to avoid strong fragrances.

Furthermore, the bottle design for all products in the series has been renewed, changing from the previous color designs specific to each product to a unified design based on silver. By adopting a clean silver color, it more intuitively communicates the new deodorizing habit of "rinsing deodorizer," a new genre that "peels away accumulated odors*²" and is "neither a detergent nor a fabric softener." The designs for "Room Drying," "Super Odorless," and "SPORTS" lineups have also been refreshed to make them easier to choose according to usage and lifestyle.

Additionally, as a new character, "Kuen-chan," wearing a lemon hat inspired by citric acid, will appear in commercials and at retail locations. With its adorable appearance, it will convey the new deodorizing habit of "Lenor Citric Acid In Super Deodorizing," which is neither a detergent nor a fabric softener.

Peels away odors that detergent cannot remove*¹: Comparison with own detergent

Thoroughly peels away accumulated odors in fibers*²: By removing metal ions, the cause of accumulated odors, it provides a like-new deodorizing effect. For towels with 100 days of accumulated odor, over 70% responded that the odor was peeled away after washing with Lenor Citric Acid In. P&G research (N=38)

From left: "Lenor Citric Acid In Super Deodorizing Room Drying Fresh Green Scent," "Lenor Citric Acid In Super Deodorizing Super Odorless Refreshing Citrus Scent," "Lenor Citric Acid In Super Deodorizing SPORTS Refreshing Lily Scent."

[Product Overview]

About Lenor:

"Lenor" began in 2004 with the "first-generation Lenor," which introduced the new benefit of "odor prevention" to fabric softeners. It has led the fabric softener market through numerous innovative innovations, such as the launch of bead products that provide long-lasting fragrance and high deodorizing effects without reducing fabric absorbency. From "Lenor" in 2023, "Lenor Citric Acid In Super Deodorizing" was launched as a "rinsing deodorizer," a new genre for the first time in 10 years since beads.

About P&G:

P&G touches and improves the lives of people around the world with its highly trusted and excellent quality product brands. In Japan, P&G offers a wide range of products, including laundry detergents "Ariel," "Bold," and "Sarra"; fabric softener "Lenor"; air care products "Febreze"; dish soap "Joy"; disposable diapers "Pampers"; absorbent care brand "Whisper"; hair care brands "Pantene," "h&s," and "WANOMI"; skincare product "SK-II"; shave care brands "Gillette," "Venus," and "Braun"; oral care brand "Oral-B by Braun"; and body care brand "Old Spice." (https://jp.pg.com/)

[Customer and Product Inquiries] P&G Customer Relations: TEL: 0120-021-321

https://www.lenorjapan.jp/ja-jp/lenor-lineup/about-lenor-kuensanin