The Laundry Sustainability Project for Heavy Duty Liquids
“LSP-L”
A sector initiative towards more sustainable laundry detergents
June 2010
A.I.S.E. sustainability initiatives
Objectives
 Promote and demonstrate continual improvement in the
industry sustainability profile
 Communicate proactively with consumers and stakeholders
 Build trust in society for our industry
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Overview
Code of Good
Environmental
Practice (1997)
Washright (1998)
Laundry
Sustainability
Projects (2006 +)
Save Energy and
Water project
(2006)
DUCC (2000)
HERA* (1999)
Safe Use Icons
(2005)
Charter for
Sustainable
Cleaning (2004)
EPAA (2005)
AFPSP (2007)
CLEANRIGHT*
(2008)
(*with Cefic)
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A.I.S.E. LSPs: Experience
• The “Code”
(1996-2001)
 Scope: All Household Laundry Detergents
 Aim: EU 15 + CH, IS, LI, NO
 Timing: 1 Jan. 1997-31 Dec. 2001
 Participation: 100 companies in 18 countries
(>90% of the market)
 “Compaction ” — Average recommended dosages:
– 150g/wash in 1997
– 110g/wash in 2002
 Savings (over the 5 years):
– 1 Million tons detergents
– 74,000 tons packaging
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A.I.S.E. LSPs: Experience
• LSP-1
(2006-2008)
 Scope: Household Laundry Powder Detergents
 Aim: EU 27 + CH, IS, LI, NO + Balkans’ region
 Timing: 1 Jan. 2006 - 31 Dec. 2008
 Participation:17 companies in 12 countries (in the CEEC region)
(80%+ of these market)
 “Compaction” (≥ 33% weight) ; average recommended dosages:
– 150g/wash in 2005
– 100g/wash in 2007
 Savings (over the 3 years):
– 400,000 tons detergents
– 21,300 tons packaging
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A.I.S.E. LSPs: Experience
• LSP-2
(2009-2010)
 Scope: Household Laundry Powder Detergents
 Aim: EU 27 + CH, IS, LI, NO
 Timing: 1 Jan. 2009 - 31 Dec. 2010
 Participation:13 companies in 19 countries
 “Compaction” ; average recommended dosage below 85g/wash
 Expected achievements (over the 2 year project life):
– 300,000 tons of detergents
– 12,000 tons of packaging
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A.I.S.E. LSPs: Experience
• “Code” — LSP-1 — LSP-2
A success:
 > 80% of the market committed
 sustainability benefits delivered
But:
 focussed only on “Heavy Duty Low Suds” laundry powder
detergents
• Opportunity for a similar initiative on
laundry liquid detergents
=> The A.I.S.E. LSP-L initiative
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LSP-L: Project details
• Principles:
 Follow-up to the A.I.S.E. “Code of Good Environmental
Practice”, LSP-1 and LSP-2
• Regional scope:
 EU 27 + Iceland, Liechtenstein, Norway and Switzerland
 Companies can choose the countries for which they wish
to commit
• Product scope:
 Heavy Duty Low Suds (HDLS) liquid detergents for
household laundry
 Project open to all companies placing HDLS household
laundry liquid detergents in the region (members and nonmembers of an A.I.S.E. National Association)
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LSP-L: Project details
• Companies commitment:
 To concentrate their HDLS liquid detergents, reaching a
recommended dosage* ≤75 ml
 To optimize the usage of packing materials, committing to
a reduction by ensuring a high fill level, at least overall in
line with current filling levels
 To communicate to consumers about the correct use of
concentrated products through on-pack communication,
using the A.I.S.E. non-branded material (see next slides)
*
for a standard washing machine load of “normally soiled” fabrics to be
washed using water of medium hardness
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LSP-L: Timetable
• July 1, 2009: Project “opened”
Date from when companies have been allowed to sign a
“Commitment Letter” on a confidential basis with A.I.S.E.
Internal promotion in the network/industry via National
Associations
• July 1, 2010: Project “activated”
Date (but not before) from when companies will be allowed
to place “concentrated” products under LSP-L on the market
and use on those the A.I.S.E. on-pack communication
materials (as specified in the “Commitment Letter”).
• July 2010 – June 2011: Implementation
(project life-time)
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LSP-L: Potential Savings
• Expected achievements
After its full implementation, LSP-L is estimated
to save*, per year:
 400,000 Tons of liquid Detergents
 16,000 Tons of Packaging
 14,000 Truck journeys
* versus 2008 situation
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Consumer communication
Central guidance provided by A.I.S.E. to accompany the product
changes and encourage sustainable consumption by consumers,
inviting them to ADAPT their habits vis-à-vis new dosages
• Clear-cut information on:
 The new voluntary industry initiative
 Concrete tips about changing dosing behavior
• On-pack communication/key messages with:
=> MANDATORY REQUIREMENTS:
1. Front label patch
2. Dosing grid with new on-pack back label patch
=> OPTIONAL
3. “Washright” Panel
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LSP-L: On-pack material
=> for products subject to compaction
• Front label
Clear signal that the dosing
needs to be changed
• Back label
To be used in the context
of the dosing table
N.B. :The 40 washloads and the 75 ml
dosage are just examples
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LSP-L: On-pack material
=> for products already compacted
• Front label (non-mandatory)
• Back label (non-mandatory)
N.B. :The 40 washloads and the 75 ml
dosage are just examples
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LSP-L: On-pack material
=> for all products
Strong recommendation to use, whenever possible, the A.I.S.E.
“Washright panel” on their labels
=> Objective : Give clear “reasons why” and benefits of changing habits
NB: This panel is also being made available to any company placing laundry detergents on the EU market
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Consumer Communication/
Other opportunities
=> Neck-hangers:
 Developed centrally
 Template text; artwork provided
 To be placed the relevant products:
- to be converted
- or just converted
 Decision of the companies
committed to develop, place and
fund those, as opportune
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LSP-L: Consumer Messages
Same power from less detergent
• More concentrated
• New packs are clearly indicated with
the “beaker” symbols
• New dosing instructions
• Less liquid to do the same job than you
needed before
Less impact on environment
• Less liquid per wash
• Less transport per wash
• Less packaging per wash
Follow the instructions to get the best from your detergent!
• Dose correctly - use a “beaker” to measure your liquid
• Look at the number of washes, not the size of the bottle
• Follow the tips to get the best performance
• Follow the tips to minimise the impact on the environment
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Consumer Communication/
Other opportunities
=> Joint campaign with the trade
• A series of template material has been developed
centrally by A.I.S.E. for potential use in store:


Optimal way to reach out to consumers
Joint efforts by industry and retailers to promote sustainable
consumption (cf “EU Retail Forum”)
• National Associations to coordinate feasibility of such
a campaign with local trade
• Material available:





Shopping trolley branding template
Shelf stopper + pop-up template
Leaflet template
Category banner template
Poster template
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LSP-L: Trade campaign
Trolley
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LSP-L: Trade campaign
Shelf stopper + Pop-up
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LSP-L: Trade campaign
Leaflet
(A5 recto verso)
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LSP-L: Trade campaign
Leaflet displayer
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LSP-L: Trade campaign
Poster
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LSP-L: Financial support
A “central budget” (at A.I.S.E. level) will cover for all the
central expenses.
Several “national budgets” should also be organised by the NAs
in order to cover for local communication expenses in each
country.
•
Central contributions: all companies joining the project
contribute to the central costs according to their “regional share” of
the HDLS household laundry liquid detergents’ market during year
2008 (their national VMS*, weighted by market size)
Companies below 1.0% regional share need to contribute to the
central costs with a flat fee of 1,000 €
•
Local contributions: only the companies with a national VMS in
2008 above 1.0% contribute to the local expenses, according to
their national share of the HDLS household laundry liquid
detergents’ market during year 2008 (their VMS within a given
country)
* VMS = Value Market Share
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LSP-L: Next steps
• Continue to discuss internally
• Ensure maximum support by the NA Board and
the member companies
• Engage non-member companies
• Engage the trade to:
 Inform them about the change that will occur in the market
 Attract their interest for their own Private Label brands
 Look for opportunities of joint communication activities
• Engage key stakeholders
• Develop communication campaign events
• Implement and support the project
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THANK YOU – Q&A SESSION
More info: www.aise.eu/lsps
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