Monday, May 24, 2021

TOP’s Commitment to Continuous Detergent Technology Innovation Delivers Breakthrough 99.9% Virus Removal In Time for Pandemic Recovery

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Breakthrough Formulation Proven to Remove 99.9% of Viruses Including The COVID-19 Virus!  


Kuala Lumpur, May 11, 2021– The COVID-19 pandemic is still with us. While the immunisation roll-out is progressing, Malaysians are responding responsibly to the government’s call to protect self, to protect all by taking precautions to bring down transmission of the COVID-19 virus.


While staying home, practising physical distancing, usage of face masks, hand washing or sanitising, and temperature checks are part of our new norm, Malaysians in the spirit of #kitajagakita have embraced TOP’s latest detergent technology innovation that is proven to remove 99.9% of viruses including the SARS-CoV-2 virus that causes COVID-19, and Influenza A


Social media posts with the hashtag (#TOPcaresforYOU #TOPsayangisemua #TOPneversettles) have inundated feeds as people who have headed back to work, to school and out of their homes share their spin on the new norm by laundering with TOP’s anti-virus detergent to protect those who are staying home. 


TOP, the No 1 detergent brand in Total Malaysia, introduced TOP Advanced Micro-Clean Tech™ as a direct response to consumer insights on concerns that the deadly virus could still cling on to laundered clothes, posing a risk to their loved ones. TOP Advanced Micro-Clean Tech can remove 99.9% of viruses, not just bacteria. 


TOP Advanced Micro-Clean Tech with Lion Japan’s Anti-Microbial Tech deploys next generation detergent technology that effectively removes 99.9% of harmful viruses (SARS-CoV-2, commonly known as COVID-19 & Influenza A) and bacteria1. This specially curated multi-tech formulation works immediately upon contact by locking the viruses & bacteria, then removing them off clothes with one powerful wash.





TOP’s Advanced Micro-Clean Tech builds on the strength of existing formulation that comes with all the functionality that TOP is famed for including its anti-sebum, anti-malodour, anti-mite dust, added with the assurance that it removes 99.9% of harmful viruses and bacteria for optimum protection that  cleans deeply by penetrating into each fibre core to dislodge trapped invisible stains such as dirt, sebum and sweat, preventing them from redepositing onto laundry, keeping it really clean every time.  Your clothes will smell fresher for longer and remain hygienically clean.

TOP Advanced Micro-Clean Tech with Anti-Microbial Tech is launched just in time as those who head out desire the peace-of-mind that they have taken steps to reduce the risks of inadvertently spreading the virus to their loved ones and community.

According to Southern Lion Sdn Bhd, Senior General Manager, Ms Carmen Foo, Malaysian consumers have wisely selected TOP Advanced Micro-Clean Tech for its 99.9% anti-virus removal functionality, that can remove the COVID-19 virus from fabrics, a responsible choice for themselves, their families and their community.  This formulation has been tested via independent lab in Japan and is proven to effectively remove up to 99.9% of virus especially COVID-19 & Influenza A.


“Even before the pandemic, Lion Corporation of Japan had been researching anti-virus detergent technology to give our users a more hygienically lifestyle. We introduced this innovative and essential detergent technology to Malaysia only after exhaustive formula development to ensure it works against viruses, and the SARS-CoV-2 virus in particular. Malaysians appreciated our innovative product offering as it is relevant to our new normal, and gives them greater peace of mind. For TOP, we are glad to do our part as part of #kitajagakita by providing this innovative detergent range.”


“Consumers’ trust and confidence have propelled TOP to be the number one detergent brand in Malaysia for many years. Our thanks to them is through our commitment to continuously innovate based on consumer insights with the objective of making their lives and lifestyles better and more hygienically clean,” Ms Foo explained.


“We are proud to be empowering Malaysians from the community level to be aware and to care through TOP’s breakthrough innovation. Each of us can play an important part by taking small steps such as using face masks, sanitising hands and washing our clothes with a detergent that can remove the virus.”


“Since I have been back at work, I have been worried that I may have brought the virus back with me on my clothes as my mother lives with us. We need to be careful. When I saw that TOP could remove 99.9% of viruses including COVID-19, I got it immediately for my family. Our routine when we get home is to remove used clothes, put them in a laundry basket with a close-fitting cover, and have a shower. We do laundry every evening to reduce the risk of transmission. I feel happy to use TOP because it can remove 99.9% of viruses,” said Wenny Soong, a hairstylist and mother of two. 


Muhammad Syahidee, a delivery driver felt it was his responsibility to use a detergent that could remove 99.9% of viruses and bacteria as his effort to reduce the risk of transmission. 


“Before the pandemic I didn’t know the difference between virus and bacteria. I was anxious as I may inadvertently spread the disease to my family, friends, customers & co-workers as I am a frontliner. I found that TOP removes 99.9% of viruses including the COVID-19 from my clothes, and this gives me assurance and peace of mind.  It is the responsibility of every one of us to safeguard the health of all of us. It’s #kitajagakita. I’m extra careful about cleanliness and hygiene even more now than before. None of us should be a super-spreader,” he explained.


For long time loyal TOP user, Syakirah Yusof the new TOP Advanced Micro-Clean Tech 99.9% Antivirus range is timely. 


“My parents use TOP, and I use TOP for many years too as their anti-malodour and anti-sebum function help tremendously for sweaty laundry that is dried indoors. I’m glad that all the functions I love about TOP detergent are still in the new detergent that removes 99.9% of viruses including those cause COVID-19. TOP really cleans deeply and well, both visible and invisible stains and I can feel it. I love the fragrance of laundry washed with TOP,” said Syakirah, a lawyer. 


The new TOP Advanced Micro-Clean Tech 99.9% Antivirus is in powder, liquid and low suds for your detergent preference.  Consumers can reap the benefits of the existing TOP Advanced Micro-Clean Tech in their laundry, which is available in TOP Powder detergent of Super White, Super Colour, Super Hygienic, Blooming Freshness and Silky Miracle. For TOP Liquid range consumers, they can opt for its extensive range of Brilliant Clean, Colour Protect, Odour Buster, Stain Buster, Blooming Pleasures and Silky Miracle. TOP Advanced Micro-Clean Tech is also available in Super Low Suds and Super Low Suds Blooming Garden (powder) and Smart Clean Liquid in Low Suds Formula that are specially developed for front loading washing machines, for a gently efficient and effective wash. TOP detergents are available at retailers, nationwide and online via the Shopee Official Store and LazMall. 



To find out more please visit http://www.southernlion.com.my or call customer care line at 1800-88-0133. 


About TOP Detergent  

TOP the No 12 Detergent Brand in Malaysia is an innovative, consumer-centric brand by Lion Corporation Japan, that has been uplifting the way we do laundry in Malaysia through continuous research, producing breakthrough innovation to serve and improve consumer living. 


It is known for championing the concept of hygienically clean living through its continuous detergent technology innovations.  The new TOP Advanced Micro-Clean Tech with Lion Japan’s Anti-Microbial Tech deploys next generation detergent technology that effectively removes 99.9% of harmful viruses (SARS-CoV-2, commonly known as COVID-19 & Influenza A) and bacteria1. This specially curated multi-tech formulation works immediately upon contact by locking the viruses & bacteria, then removing them off clothes with one powerful wash. 


It builds on the strength of existing formulation that comes with all the functionality that TOP is famed for including its anti-sebum, anti-malodour, anti-mite dust, added with the assurance that it removes 99.9% of harmful viruses and bacteria for optimum protection that cleans deeply by penetrating into each fibre core to dislodge trapped invisible stains such as dirt, sebum and sweat, preventing them from redepositing onto laundry, keeping it really clean every time.  Your clothes will smell fresher for longer and remain hygienically clean.


As a multi-award-winning brand, TOP is trusted by consumers and recognised by the industry. Among its most recent accolades: People’s Choice Gold Winner at the Putra Brand Awards 2020. 


TOP is widely available nationwide through reputable hypermarkets, supermarkets, sundry shops and trusted online sites, TOP comes in many variants and pack sizes to suit different laundry needs. For more information: visit http://www.southernlion.com.my


All Advanced Micro-Clean Tech Detergents are 

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Removes 99.9% Harmful Viruses (SARS-CoV-2, commonly known as COVID-19 & Influenza A) and Bacteria1 for Optimum Protection.

Pulls out Sweat, Body Oil and Trapped Dirt for thorough cleaning.

Prevents Malodour during Indoor Drying 

Removes 99.9% of Mite-Dust1 which causes allergies


TOP Advanced Micro-Clean Tech Powder Detergent 

TOP Advanced Micro-Clean Tech Powder detergent comes in Super White, Super Colour and Super Hygienic variants in 750g, 2.3kg and 3.8kg; while the Blooming Freshness and Silky Miracle variants are available in 750g, 2.1kg and 3.6kg respectively at the recommended retail price of RM5.50, RM14.95 and RM23.40.

Each variant has unique detergent functionality for your specific needs. 

Super White 

TOP Super White gives laundry a genuine whitening boost with Blue Marine Whitening Tech for whiter whites in just one wash.

Super Colour 

TOP Super Colour protects colours on fabrics with Innovative Colour Enhancement Tech that keeps colours more vibrant for longer.

Super Hygienic 

TOP Super Hygienic removes sweaty odour from laundry with Advanced Deodorizing Tech, so that you can enjoy a fresher active lifestyle.

Blooming Freshness

Top Blooming Freshness excites your senses with Freshcare Tech for long lasting floral freshness up to 30 days1.

Silky Miracle

Top Silky Miracle is a miraculous wonder of silky softness, fibre care and lasting fragrance up to 100 days*.

*Contains functional agents and tested in Japan lab.





TOP Advanced Micro-Clean Tech Liquid Detergent

TOP Advanced Micro-Clean Tech Liquid detergent comes in Brilliant Clean, Colour Protect, Colour Buster, Stain Buster variants in 1.8kg, 2.7kg and 4kg pack sizes at the recommended retail price of RM10.40, RM17.55 and RM24.05; while the Blooming Pleasures and Silky Miracle variants come in 1.5kg and 3.6kg at the recommended retail price of RM10.40 and RM24.05.

Each variant has unique detergent functionality for your specific needs

Brilliant Clean 

TOP Brilliant Clean fights stains and prevents greying with Superior Dispersion Power for cleaner and brighter laundry.

Colour Protect 

TOP Colour Protect protects colours on fabric with Innovative Colour Enhancement Tech that keeps colours more vibrant for longer.

Odour Buster 

TOP Odour Buster removes sweaty odour and prevents 99.9% of odour-causing bacterial growth on your laundry with Advance Deodorising Tech for fresher active lifestyle. 

Stain Buster 

TOP Stain Buster penetrates every layer of fabric with Stain Removal Action for completely clean laundry in just one wash.

Blooming Pleasures

TOP Blooming Pleasures excites your senses with the Freshcare Tech for long lasting alluring freshness up to 30 days1

Silky Miracle 

TOP Silky Miracle is a miraculous wonder of silky softness, fibre care & lasting fragrance up to 100 days*
*Contains functional agents and tested in Japan lab. 


TOP Advanced Micro-Clean Tech Low Suds 

For front loading washing machines, TOP Smart Clean Liquid comes in 2.7kg and 4kg at RM24.65 and RM31.00, TOP Super Low Suds Powder comes in 3kg and 5kg at RM28.90 and RM39.90, while TOP Low Suds Blooming Garden Powder comes in 4.8kg at RM39.90. 

Smart Clean Liquid 

TOP Smart Clean is the smarter choice for front loading machines with High Efficiency Low Suds Tech to give you an efficient and effective wash every time. 

Super Low Suds Powder

TOP Super Low Suds is the smarter choice for front loading machines with High Efficiency Low Suds Tech to give an efficient and effective wash every time. 

Super Low Suds Blooming Garden Powder 

TOP Super Low Suds Blooming Garden brings joy to doing laundry with High Efficiency Low Suds Tech and Freshcare Tech for an efficient and effective wash while enjoying the long-lasting floral freshness up to 30 days1 


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About Southern Lion Sdn Bhd

Southern Lion Sdn. Bhd. is a 50/50 joint venture company between Lam Soon (M) Bhd and LION CORPORATION, Japan. It continuously improves the quality of life of Malaysia consumers by offering household products of innovative concepts at affordable prices ranged from fabric care, home care and beauty care to oral care. Southern Lion is the first detergent manufacturer to be ISO 9001 certified. 


Consumers can reap the benefits of TOP Advanced Micro-Clean Tech in their laundry, which is available in TOP Powder detergent of Super White, Super Colour, Super Hygienic, Blooming Freshness and Silky Miracle. For TOP Liquid range consumers, they can opt for its extensive range of Brilliant Clean, Colour Protect, Odour Buster, Stain Buster, Blooming Pleasures and Silky Miracle. TOP Advanced Micro-Clean Tech is also available in Super Low Suds and Super Low Suds Blooming Garden (powder) and Smart Clean Liquid in Low Suds Formula that are specially developed for front loading washing machines, for a gently efficient and effective wash. 


This press release is issued on behalf of TOP, Southern Lion Sdn Bhd by About Communication Sdn Bhd.  For media enquiry and exclusive interview with TOP, Southern Lion Sdn Bhd representatives, kindly contact:-

Rose Rosli

Tel: 03.8075.6000  Mobile: 012.222.6140

E-mail: rose.rosli@aboutcom.com.my

Wee Suen Khor

Tel: 03.8075.6000  Mobile: 012.622.5985

E-mail: weesuen.khor@aboutcom.com.my




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