Treat your clothes right

Treat your clothes right Clean, maintain, and restore with Novozymes

Consumers want to clean and care for their clothes

Adding longevity to clothes

In today’s tough economic climate, consumers are looking for solutions that deliver value for money, cost-efficiency and durability. These factors have become essential in what we choose to buy, including detergents and clothes. That is why today’s consumer wants a detergent that not only cleans, but also cares for and gives their clothes a longer closet life.

When consumers buy new clothes, they primarily want a detergent that will clean their clothes effectively. However, as time passes, they also want their clothes to maintain that new look and, ultimately, at the end of the clothes’ life cycle, they want them to be restored so that the grays become whiter again and dull colors come back to life.

In an article about fabric care, the Wall Street Journal reports that “One in three working women recognize that they ruined some of their clothes in the wash over the last year.”1 This is a cost that consumers are not willing to pay. They want the whole package: Detergents that are good for them, their clothes, and the environment. These demands mean that detergent manufacturers and retailers need to look for high-performance fabric care solutions.

1

“Tide, Woolite Tout Their Fashion Sense,” Wall Street Journal, March 2009

Cellulases are powerful cleaners and fabric caregivers throughout the life cycle of a garment.

From cleaning to maintaining to restoring, the Novozymes Celluclean® and Novozymes Carezyme® families extend the life of clothes by improving whiteness and color and fabric care.

New

Whiteness Celluclean® • Brightness • Fabric smoothening • Primary detergency effect • Whiteness and deep cleaning • Antiredepositioning Celluclean Classic • Primary detergency effect • Whiteness and deep cleaning • Antiredepositioning

Restore Carezyme Premium Carezyme Product blends

Treat your clothes right – Throughout their life cycle

Color and fabric care Carezyme® Premium • Improved stability • Formulation flexibility • Fuzz and pill removal • Color clarity Carezyme • Fuzz and pill removal • Color clarity

Maintain

Celluclean Carezyme Premium Carezyme

Clean Celluclean Celluclean Classic

Clean Elevating whiteness Celluclean® significantly improves whiteness in an EU powder detergent Fig. 1. Wash conditions: 40°C, 15°dH, Miele machines with 1.7 g carbon black/wash, standard EU powder detergent dosed 65 g/wash, +/- 0.5 wt% Novozymes Celluclean® 4500 T.

85 Wash performance (remission)

Cellulases annihilate stain anchors in cotton clothes. Stain anchors are microfibrils that are not visible to the naked eye – unlike the soiling they attract. This soiling is caused not only by general wear, but also by stains and dirt loosened from other clothes in the laundry batch.

This sticks to microfibrils, leaving the clothes with an unattractive color and diluted clarity. Celluclean removes these damaged stain anchors and releases captured dirt particles. This prevents whites and colored clothes from graying and improves whiteness and brightness.

80 75 70 65 60 Detergent 1 (no bleach)

Detergent 2 (no bleach)

Detergent 3 (no bleach)

Detergent 4 (with bleach)

Detergent Detergent + Celluclean® 4500 T

Detergent 5 (with bleach)

Celluclean® improves whiteness Fig. 3. Wash conditions: 40 °C, 15 °dH, Miele washing machine, 75 ml standard liquid EU detergent/wash, 7 g liquid carbon black/wash, +/- 0.1 wt% Novozymes Celluclean® 5000 L.

Celluclean® significantly improves whiteness in an EU liquid detergent Fig. 2. Wash conditions: 40°C, 15°dH, Miele machines with WFK graying swatches, five wash cycles, standard EU liquid detergent, +/- 0.1-0.2 wt% Novozymes Celluclean® 5000 L.

Wash performance (remission)

95 90 85 80 75 70 65 60 Detergent 1 (75 ml/wash)

Detergent 2 (75 ml/wash)

Detergent 3 (75 ml/wash)

Detergent 4 (50 ml/wash)

Detergent Detergent + Celluclean® 5000 L

Detergent 5 (37 ml/wash)

Maintain Colors as bright as the rainbow Clothes have fantastic color clarity when you put them in your shopping cart, but after they have been exposed to air pollution, wear, and wash, the colors have a tendency to gray. Clothes with patterns or stripes often look worn after just a few washes. The colors start to lose their brightness, making fabrics look dull and faded, so that it is hard to see where the colored stripe ends and the white stripe begins. Celluclean cleans in depth to prevent this graying by detaching stain anchors, while Carezyme helps prevent subsequent fuzz and pills, keeping fabrics smooth and maintaining the whiteness and color clarity of the garment.

Carezyme® keeps stripes bright Fig. 4. Wash conditions: 40 °C, 15 °dH, 75 ml standard liquid EU detergent/wash, 20 cycles, +/- 0.2 wt% Novozymes Carezyme® 4500 L.

Celluclean® maintains color Fig. 5. Wash conditions: 40 °C, 15 °dH, Miele washing machine, 75 ml standard liquid EU detergent/wash, 7 g liquid carbon black/wash, +/- 0.1 wt% Novozymes Celluclean® 5000 L.

Restore Getting back the new look Everyone has a favorite outfit, and these clothes are the ones which get washed most often. However, after a number of washes, clothes start to look old and tired. Fuzz and pills start to form on the surface of the clothes, making them look faded and worn. The Carezyme family consists of unique cellulases designed to work on the cotton fibers to remove these fuzz and pills and restore old-looking fabrics. By combining the effects of whiteness and color and fabric care solutions, you can rejuvenate clothes to make them look as good as new: pill free, fresh, and bright white or colorful.

Carezyme® enchances color clarity by removing fuzz and pills Fig. 6. Wash conditions: 40 °C, 15 °dH, Miele washing machine, 75 ml standard liquid EU detergent/wash, 20 wash cycles, +/- 0.2 wt% Novozymes Carezyme® 4500 L.

Fig. 7. Wash conditions: 40 °C, 15 °dH, Miele washing machine, 79 g standard powder EU detergent/wash, 20 wash cycles, black and blue preaged textile and EMPA 253, +/- 0.2 wt% Novozymes Carezyme® Premium 5000 T.

Build your brand with Novozymes

Maintain Launch a campaign that puts the consumer in focus with lifestyleoriented storytelling.

Novozymes’ cellulases add unique features to your solutions and help you make the innovative claims that the consumer is looking for. Let us show you how you can use clean, maintain, and restore in your communications.

My lucky color

Clean Wrap up your solution with the compelling benefits of cellulases.

“To this day, I’m convinced that this shirt helped me draw the right exam question and win five consecutive bowling tournaments – it’s my lucky shirt, my lucky color, and I’m counting on it to bring more!”

Let your clothes tell your story.

Care for them every step of the way.

Introducing CottonSpa The challenge: “My favorite shirt has been with me for a long time, but after being washed and worn many times, it acquired a layer of fuzz and pills that made it look tired and damaged. Now it lives at the back of my closet and only comes out on rare, indoor occasions.”

The solution: A pioneering innovation from Novozymes gives cotton favorites a fresh start. A one-cycle treatment with ­CottonSpa removes fuzz and pills from clothes, making them look fresh and new after just one wash.

CottonSpa Add Novozymes’ CottonSpa concept to your portfolio A good detergent that contains cellulases can help maintain the new look of cotton clothes.

But what about clothes that are already damaged and tired looking?

Cotton clothes you may have given up on can be restored with Novozymes’ latest innovation – CottonSpa. Introduce a new way of laundering to your product range with CottonSpa, and make fuzz and pills a thing of the past. Clothes look bright and fresh again in just one treatment.

Treat your second skin to a makeover with Novozymes’ fabric care solutions – removing fuzz and pills for a rejuvenated look.

CottonSpa contains Novozymes Carezyme® Premium, an innovation that has the ability to refresh worn clothes – exactly what consumers are looking for. This unique cellulase gives clothes a fresh start: • • •

Removes fuzz and pills Smoothens fabrics Improves color clarity

Restore CottonSpa makes all the difference to old-looking clothes.

Good things come in small packages – make it a one-time solution that is easy to pick up.

Create a new one-cycle concept that rejuvenates your customers’ clothes.

Novozymes A/S Krogshoejvej 36 2880 Bagsvaerd Denmark

Novozymes is the world leader in bioinnovation. Together with customers across a broad array of industries we create tomorrow’s industrial biosolutions, improving our customers’ business and the use of our planet’s resources.

Tel. +45 4446 0000 Fax +45 4446 9999

With over 700 products used in 130 countries, Novozymes’ bioinnovations improve industrial performance and safeguard the world’s resources by offering superior and sustainable solutions for tomorrow’s ever-changing marketplace.

www.novozymes.com householdcare@novozymes.com

Novozymes Main sales offices

Africa, Sub-Sahara Sandton, South Africa Tel. +27 11 444 8124

Indian Subcontinent Bangalore, India Tel. +91 80 28418275

Australia & New Zealand Sydney, Australia Tel. +61 2 9630 8466

Japan Tokyo Tel. +81 432 966 767

China Beijing Tel. +86 10 6298 7888

Korea Seoul, South Korea Tel. +82 2 795 0882

Europe, Middle East & Northern Africa Basel, Switzerland Tel. +41 617 65 61 11

Mexico, Central America & Caribbean Mexico City, Mexico Tel. +52 555 318 96 80

North America Franklinton North Carolina, USA Tel. +1 919 494 3000 Russia & Belarus Moscow, Russia Tel. +7 495 234 44 01 South America Araucária, Paraná, Brazil Tel. +55 413 641 10 00 South-East Asia Kuala Lumpur, Malaysia Tel. +60 3 8996 1588

Laws, regulations, and/or third-party rights may prevent customers from importing, using, processing, and/or reselling the products described herein in a given manner. Without separate, written agreement between the customer and Novozymes to such effect, this document does not constitute a representation or warranty of any kind and is subject to change without further notice. © Novozymes A/S · Customer Communications · No. 2011-24874-01

For more information, or for more office addresses, visit www.novozymes.com