100 Stories1994 Deodorizing Acrylic Fiber, Smoclean™

From the 1980s until the 90s, textile manufacturers sought the development of high-performance textiles that had various functions, such as sweat-absorbing and fast-drying, moisture-absorbing and heat-generating, and antibacterial functions. In 1994, Asahi Kasei launched Smoclean™, an acrylic fiber that contains fibers that deodorize the smell of cigarettes.

Having smoking areas in offices and public facilities was common in 1994. That was two years before the Ministry of Health, Labour and Welfare announced the Guidelines for Measures against Smoking in the Workplace. However, the launch of Smoclean™ was even better received than expected and more products were developed such as cushions, curtains, and carpets.

Aiming to further increase the visibility of Smoclean™ and promote its sales, it was massively promoted, mainly in the commercials of Naruhodo! The World, a television show sponsored by Asahi Kasei.

In the Magic Commercial, a commercial run during the same television program, Trump Man used his special magic to introduce the variety of features and products of Smoclean™. A Smoclean Relationship, a commercial featuring the campaign models, presented a story about remodeling a boyfriend’s apartment using Smoclean™.

The main reason for developing Smoclean™ was to respond to the needs of the increasing number of people who disliked cigarette smoke at the time by deodorizing the smell of cigarettes even a little as more smoking areas were being established. In 1996, artificial ornamental plants made from Smoclean™ were launched to remove the smell of cigarettes from offices and reception areas. The company was aiming to sell 70,000 plants (3 billion yen) in the first fiscal year, and 240,000 plants (10 billion yen) in the following two years.

After announcing these major goals for this product, Smoclean™ won the first award of the Nikkei Superior Products and Services Awards. Smoclean™ received this award because it created a new market for cigarettes deodorizers that deodorize 90% of the components that create the cigarette odor.

To further stimulate the market that Asahi Kasei had created itself, the company developed and launched a new product called Smoclean Box in 1998. Smoclean Box’s main feature was deodorization. It was produced at a low cost with a simple design and not only was it effective for the odor of cigarettes, but also for organic waste and pet odor. It was designed to be used in various spaces, including homes, offices, hospitals, and cars, and disposed of as combustible waste after use.

Smoclean™ was developed after observing the trend of establishing smoking areas at the time to create an environment that allows smoking in offices, reception areas, and everywhere. After its launch, other companies started developing similar products. Smoclean™ literally created a new market. A casual thought and Asahi Kasei’s technical abilities were brought together to create a 10-billion-yen-scale market.