The A'I'S'E' Laundry Sustainability Project n2 LSP2 A sectoral initiative towards more sustainable l

1
The A.I.S.E. Laundry Sustainability Project n2
(LSP2)A sectoral initiative towards more
sustainable laundry detergents
January 2009 onwards
2
LSP 2 - Status

• June 2008 Project agreed by the A.I.S.E. Board
• July 2008 Final Project Material distributed to
  all National Associations for local deployment
  and promotion
• Project open to all companies placing laundry
  detergents in EU 274 (members and non-members)
  
• A.I.S.E. National Associations well advanced in
  engaging local companies, spreading information
  on the project and promoting participation
• January 1, 2009 Starting date for official
  commitment to the project by companies and
  implementation
• Early 2009 End 2010 Implementation (project
  life-time)
• Project description document , Pro-Forma
  Commitment Letter, on-pack material
• EU 27 Iceland, Liechtenstein, Norway and
  Switzerland

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LSP2 Principles

• Principles
• Follow-up to the A.I.S.E. Code of good
  environmental practice (1997-2002) and LSP1
  (2006-2008)
• Focus on powder laundry detergents for household
  use
• Commitment
• Optimised formulations, lower recommended
  dosages not more than 85g/wash and 135ml/wash
• Optimised use of packaging materials (reduced
  volume, no less than 70 fill level for rigid
  containers)
• Communication on correct use of new products
• Communication
• Central guidance provided by A.I.S.E. to
  accompany the changes above and encourage
  sustainable consumption by consumers, inviting
  them to ADAPT their habits vis-à-vis new dosages
• Main consumer communication activities (on
  pack/PR)
• New dosing elements top of pack updated
  washright panel

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LSP2 Potential Savings

• After its full implementation, the LSP2 Project
• is estimated to save, per year
• 200,000 Tonnes of Powder Detergents
• 5,000 Tonnes of Packaging
• 10,000 Truck journeys
• versus 2008 situation

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LSP 2 Communication Objectives

• gt Clear-cut information for consumers
  concerning
• - The new voluntary industry initiative
• - Concrete tips about changing dosing behavior
• gt Defined framework
• - Start of communication (on-pack) with the
  deliveries of LSP 2-converted products
• - On-pack artwork to be used for 6 months after
  reformulation as a minimum
• - Coherent inter-company approach (legally
  approved)
• Toolkit for campaign based on key messages with 3
  on-pack communication elements
• 1. Dosing Grid
• 2. Top-Pack Element
• 3. New Washright Panel
• The reinforcement of the communication on the
  washload-
• currency (basket with number of washes)

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LSP 2 - New Top of Pack Signalisation
More Concentrated Powder or Concentrated
powderClear information on- What has
changed, and- How to get more
information (according to timing/formulation)
Clear signal that the dosing needs to be changed
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LSP 2 Dosing Table
New
NewSame number of washes but need to adapt
dosages additional information panel on top
of dosing table
Previous
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LSP 2 - New Washright Panel
Previous
New
NB this (updated) panel is also being made
available to any company placing laundry
detergents on the EU market, whether in LSP2 or
not
- Title to the new washright panel has been
added - Sentence adjusted, more explanatory gt
Objective Give more reasons why and benefits
of changing habits
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LSP2- Survey Highlights and Communication
Opportunities

• Pan-European consumer habits survey in 23
  countries
• Online survey Recruitment from Insites Panel
• 5,060 consumers surveyed (Aged 18-65 -
  responsible for laundry)
• Period 2nd half of October 2008
• Highlights
• Regular laundry powders are still the greatest
  share of laundry detergent formats used by
  European consumers
• On average, in Europe only half of washloads are
  fully loaded
• In spite of the fact that they usually measure
  the amount of detergent they put in the machine,
  only 65 of consumers dose according to the
  recommendations provided by manufacturers
• In spite of the fact that most consumers (82)
  know the number of washes per pack, European
  consumers do not normally take this into
  consideration when purchasing their laundry
  detergent
• 68 of European consumers think they know the
  difference between compacted/concentrated laundry
  detergents and traditional/regular detergents,
  BUT many have actually not understood their real
  benefits (such as environmental)
• There is good awareness among European consumers
  of the benefits of avoiding underfilling the
  machine, of carefully following the dosing
  instructions, of washing at low temperatures to
  lower the impact on the environment when doing
  the laundry BUT the benefits of buying more
  compacted/concentrated detergents are poorly
  understood (only 38)
• gt Hence the need for a communication campaign on
  the benefits of such products and their proper
  use

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Benefits of improved sustainable consumption
habits

• In the European Area
• 37.65 billion washes are done every year, which
  is
• 103 million washes per day
• 1,200 per second
• Only 49 of all washloads in Europe are full.
• gt If all loads were washed full,
• 715 million litres of water a day would be
  saved, the equivalent water used by 5 million
  people, or a city the size of Barcelona
• Only 30 of loads are washed at 30 degrees or
  lower, and 19 are still washed at 60 degrees or
  higher.
• gt If everyone who washes at 40 degrees or
  higher were to simply wash at 10 degrees less
• 7.4 teraWatt-hours would be saved every year,
  equivalent to the total residential electricity
  consumption of Ireland, and equivalent to
  lighting every home in Poland for a year.
• Area where the A.I.S.E./Insites Consulting
  research was organised - 23 EU countries
• or 7.4x109 kiloWatt-hours

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LSP2 Key Messages

• Same power from less powder
• More concentrated/compacted
• New packs are clearly indicated with scoop
  symbols
• Less powder needed for the same wash as
  previously
• New dosing instructions

• Less Impact on Environment
• Less powder per wash
• Less transport per wash
• Less packaging per wash

Industry innovation is minimising the
environmental impact of laundry powders through
compaction

• Industry is encouraging consumers to improve
  their dosing habits in the interests of
  sustainability
• Only 65 of Europeans measure their laundry
  detergent as per the dosing matrix guidance
• Industry is providing improved guidance on pack
  for correct dosing
• Industry is providing tips to minimise the
  impact on the environment
• This will enable consumers to get the best
  performance and value