Kao launches ‘Attack Jewelry Collection,’ tapping into vibrant-colour lovers’ insights through the lens of a new-gen executive
Kao Industrial (Thailand) Co., Ltd., a leading Japanese manufacturer of consumer and chemical goods, has unveiled its latest laundry breakthrough: the “Attack Jewelry Collection.” This launch marks a pivotal step in the brand’s “Confidence Every Move” strategy, designed to meet the evolving consumer behaviour, as modern urbanites seek more than just cleanliness, particularly working professionals and the younger generation who are looking for lasting brightness and confidence throughout the day.
According to Kao’s consumer research, working adults and young urban consumers often feel less confident throughout the day about the vibrancy of their clothes, even after they have been thoroughly cleaned. In Thailand’s tropical climate, where humidity, perspiration, and fast-paced routines are part of everyday life, garments can quickly lose their fresh, bright appearance by midday.
Consequently, the laundry market is shifting beyond competition on basic functional benefits toward delivering “post-wear experience” prioritising not only cleanliness, but how clothing helps wearers feel confident and polished hours after they leave home.
Shinji Matsuoka, Vice President, Marketing Consumer Business at Kao Industrial (Thailand), shared the concept behind the brand’s latest innovation.
“Kao is committed to evolving ‘Attack’ as more than a laundry detergent into a ‘daily life partner’ for every household. We want to reduce the burden of laundry and create more time for happiness through innovation that enhances the quality of life.
“This product development goes beyond adding new features. It begins with a deep understanding of real consumer lifestyles, particularly working professionals and younger consumers who value convenience, agility, and time-saving solutions, while still prioritising appearance and confidence. We sought a solution that delivers perfection in a single, effortless step”.
The Attack Jewelry Collection embodies the “Confidence Every Move” promise through consumer-driven innovation and Kao’s technological expertise. Powered by Jewel Boost Agent Technology, it eliminates dullness to reveal brilliantly bright fabrics that shine like jewellery.
Complementing this is advanced Perfume Capsule Technology, which locks in a premium fragrance for up to 45 days and releases scent with every movement, addressing the lifestyle needs of urban consumers who seek long-lasting confidence without adding extra steps to their laundry routine.
Shinji added…
“Kao believes that clothing brightness is not merely about scent or cleanliness, but it is an integral part of everyday confidence. The Attack Jewelry Collection reflects how insight-driven innovation creates lasting value for both the product and the brand’s long-term alignment with Thai lifestyles.”
The Attack Jewelry Collection is available in two distinctive new fragrances, each reflecting unique personalities and lifestyles. These include Luxury Glow – an elegant, captivating scent offering a warm and refined premium feel, and Blue Emerald – a bold yet sophisticated fragrance that delivers freshness, cleanliness, and modernity.
To mark the launch, Attack hosted the event “Shine Bright Like a Jewelry x Fourth,” introducing rising star Fourth-Nattawat Jirochtikul as the brand’s new Friend of Attack. The collaboration strengthens the brand’s connection with New Gen consumers, leveraging the presenter’s distinctive personality and lifestyle to communicate a bright, modern brand image while reinforcing Attack’s role as an innovative everyday life companion.
The Attack Jewelry Collection in both fragrances is now available in 600ml bottles for 95 Thai baht, exclusively at 7-Eleven, Lotus’s, and Makro locations nationwide.
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