"I want you to feel fun and joy in your daily laundry."

With that in mind, Panasonic and Kao Attack teamed up to launch the "#Sentaku" project. Last time, we interviewed Yohei Kawakami of the popular rock band [Alexandros] who wrote the theme song. This time, we asked Akiko Hotta (Panasonic) and Junta Sakakibara (Kao), who were in charge of the project from Panasonic and Kao, about their thoughts on the project.

It all started with a workshop held three years ago by employees from two companies

--First of all, could you tell us about the background to the launch of this project?

Kao's Junta Sakakibara (hereafter referred to as Sakakibara) "It started with a workshop held in 2019. About 30 to 40 employees from both companies participated. During the three-day training camp, we held a workshop to think about the future of laundry. The group work was repeated with the theme of ". It was quite a hard content (laughs)"

Mr. Hotta from Panasonic (hereafter referred to as Hotta) "In the past, when we were developing products, we thought about laundry in 2 or 3 years, but we thought about 30 years and beyond. At that training camp, I had the opportunity to think about the future of laundry for the first time, and it made me think again about what laundry should be.

--I am very interested in how the discussions unfolded at the workshop between the two major companies and how they led to this project.

Sakakibara ``In the future, the automation of housework will progress, and there was talk of adjusting laundry to a near-future lifestyle.On the other hand, I really like laundry, and I am particular about it. It's also true that there are people, so what do those people want?There was a lot of discussion about that, and there were opinions such as ``Isn't it customizable to meet each individual's needs?'' comes out..."

Hotta: There was also a discussion from an ecological point of view. , I don't think you'll need to do laundry anymore!?"

Sakakibara ``Why do people do laundry? ”While exchanging opinions on the essentials between companies, I got the impression that the purpose of the laundry of both companies is close. Right?” I think this workshop was the trigger.”

Hotta: Yes. How can we make laundry more positive and enjoyable? I felt it strongly."

Dissatisfaction and stress about laundry that has been highlighted by the corona disaster. In order to make laundry a more positive activity...

--Is the change in lifestyle due to the corona crisis one of the reasons?

Sakakibara: The project itself was launched before that, but it was a big deal that the corona crisis broke out soon after and the awareness of cleanliness increased.Each family shared a hand towel Laundry habits have also changed dramatically, with people starting to separate their clothes and spending more time at home, even those who hadn't done laundry before. The reality is that the burden of housework and the stress of doing laundry are increasing.It is precisely because of this that we want to make people positive through doing laundry through this project. I want to convey the joy of doing laundry.”

Hotta ``People who are not used to it don't know when to add fabric softener, or when they are working from home and running the washing machine, they forget and leave it alone. There are many functions that can reduce the hassle of housework, such as the automatic injection function of the agent and the function that can be linked with a smartphone to receive remote control status notifications. I would like you to share the housework of washing and enjoy it.I myself love laundry at the level of "geek".I want more people to experience the feeling of being cleansed after washing. I want to convey the joy of doing laundry through this project.”

Sakakibara: When you enjoy your own enjoyment and sense of accomplishment, the way you perceive it will change.In terms of our company's "Attack ZERO," you can push the detergent with one hand. You should be able to experience a new sensation when you come out.I think that even a little thing like that will lead to an increase in motivation.I think that laundry is also a positive tool for tomorrow. That's what I want everyone to feel in this project."

Existence of [Alexandros], who worked on the theme song as a project member

--The theme song for this project, "Hibi, Oriyo", was newly written by [Alexandros]. Were there any new realizations while working on the project with them?

Hotta: The band's frontman, Mr. Kawakami, first read the proposal for this project and became interested in the gist of it. I thought that it would be better for those who would take that into consideration and put it into the song... so I was very happy to see Mr. Kawakami's positive attitude. It seems that each of them had their feelings for this project, such as turning the washing machine on and wearing a white shirt to expand their image.”

Sakakibara: When I listened to the song, I could really feel that you were expressing our purpose and concept. A precious act to be reborn tomorrow” is exactly what we want to convey.”

Hotta ``That word certainly resonated. It's not just a routine of washing because it's dirty or washing because it's worn, but it's a very positive way of thinking.Mr. Kawakami himself likes washing. It seems that it is one of the household chores, and you can feel that washing and dressing are very important.”

A chance to update laundry. What's next for the "#Select" project

--How has the project been so far since it was launched?

Hotta: We have heard that people bought our washing machines because of this project.The new washing machines have become very convenient and have made positive changes in their lives. I was happy to receive a message saying 'I will continue to support you from now on'."

Sakakibara: Projects like this one that appeal to a purpose rather than a product often raise awareness and diffusion at the beginning, but by teaming up with the two companies, we are able to expand beyond expectations. I feel that I was able to do it.I think that the in-depth discussions at the first workshop have led to what I am today.From the initial design to the output, the fact that both parties did not waver was a big factor. "Is that so?"

--Lastly, please tell us about future developments and challenges you want to take on.

Hotta ``Washing machines have become more convenient with the advancement of automatic loading and IoT, but on the other hand, I think that the opportunity to pass on such knowledge, which was taught by parents at home in the past, has decreased. Many of the questions and concerns from customers are very basic.In addition to solving questions and concerns about laundry through manual movies, I hope that I can contribute in that way.”

Sakakibara: I don't think this project will end in a temporary period. I want to convey that it will lead to a positive next step.”

【PROFILE】

Ms. Akiko Hotta, Lifestyle Appliances Company, Lifestyle Business Division, Panasonic Corporation. For many years, she has been in charge of product development of washing machines for overseas markets, and is currently involved in sales/promotion strategies and product planning for diagonal drum washer dryers. A self-proclaimed “laundry geek,” he even checks out what kind of washing machine he is using when he visits a friend’s house. Watching the washing machine spin is a blissful time. "For me, laundry is the best way to refresh!"

Mr. Junta Sakakibara, Fabric Care Division, Consumer Products Business Division, Kao Corporation In charge of marketing for Attack. In 2020, he was in charge of launching the new product “Attack 3X”, and from 2021 he will be engaged in marketing “Attack ZERO”. Involved in product development, sales strategy, advertising strategy, production management, etc. “For me, laundry is an act that makes tomorrow positive!”

Laundry is laundry for the future. Panasonic x Kao "#Sentaku" Project There is a growing awareness of sterilization and the need for greater cleanliness, so we have prepared towels for each individual that used to be shared by the family, and wash loungewear every day, which was once every two to three days. And the number of washings and the amount tend to increase. Along with this, the number of failures and problems has increased, so Panasonic washing machines and Kao Attack teamed up to launch the "#Sentaku" project. “I want people to feel the joy and enjoyment of washing, which is one of the daily household chores.” With such a wish, October 19, 2021 (1000 Sen・19 Toku) was established as the [Day to Enjoy Laundry] anniversary and started activities. The rock band [Alexandros], who is also a project member, was in charge of producing the theme song to convey the feelings of the project through the music. A commercial for “# Sentaku” starring Yohei Kawakami, who wrote and composed the lyrics, and a survey of “# 1019 people’s Sentaku Honne”, which listened to the voices of 1019 people about laundry during the corona wreck, and solved various questions about laundry. We will deliver laundry (# select) in the new normal era, such as “# Select Manual Movie”.

https://panasonic.jp/wash/sentaku.html

The “#Select” manual movie has been released to solve small questions and worries about laundry, and to disseminate useful information and new common sense.

[Product Information]

The Panasonic washing machine "NA-LX129AL/R" is equipped with "Triple Automatic Injection" and "Nanoe X" that can automatically inject fashionable detergents such as Emar. flagship model. "NA-VG2600L/R" and "NA-FA120V5" are also equipped with popular functions that meet cleanliness needs, such as "warm water foam cleaning" and "automatic tank cleaning". These three products are a popular series equipped with automatic injection, with cumulative shipments exceeding 1.11 million units*. *1 Released from October 1, 2017 to December 31, 2021. Domestic shipments of washing machines equipped with our “automatic liquid detergent/softener injection” (according to our research)

Kao's "Attack ZERO" aims to eliminate "hard-to-remove dirt", "dry smell", and "detergent residue"! With the highest detergency in the history of attack liquids, it demonstrates high detergency even on chemical fibers that are difficult to remove dirt.

Interview/Text: Sachiko Sakamoto Photography: Noriyuki Miyama