Attack is a laundry detergent brand owned by the Japanese consumer goods company Kao Corporation. It is widely recognized for its concentrated formulations, high cleaning performance, and product innovations tailored to specific washing habits. In Indonesia, the brand is marketed by PT Kao Indonesia and stands as one of the company’s principal consumer brands.

Origins in Japan

Kao introduced Attack in 1987 as a concentrated laundry detergent. The concentrated format was central to the original product concept, allowing consumers to achieve strong cleaning performance with a smaller quantity of detergent while reducing the amount of packaging paper required.

The launch supported Kao’s broader strategy to expand beyond traditional soap products through research and development. Following the establishment of its Research and Development Division in 1976, Kao introduced various products in beauty, health, and household care, with Attack becoming a key brand in its laundry care portfolio.

Entry into Indonesia

Attack eventually became a significant component of Kao’s business in Indonesia. Company history materials identify 1992 as the year Attack was first launched in the Indonesian market, marking it as an early example of Kao introducing the concentrated detergent concept to the region.

This expansion occurred alongside the development of Kao’s Indonesian operations. Kao’s presence in the country dates to 1985 through a partnership with PT Dino Indonesia Industrial Ltd. PT Dinokao Indonesia was subsequently established in 1990, and these businesses were consolidated into PT Kao Indonesia in 1997.

Localization for Indonesia

A defining aspect of Attack’s history in Indonesia is its adaptation to local washing habits. Kao’s research indicated that many Indonesian consumers washed clothes by hand and faced water conditions that could make stain removal difficult. These insights drove the development of products specifically suited to local needs.

One notable result of this localization was Attack Jaz1, introduced in Indonesia in 2014. This product was developed around the requirements of frequent hand-washers, utilizing technology designed to deliver strong cleaning performance under those specific conditions 8.

Additionally, Attack developed formulations specifically for batik and delicate fabrics, acknowledging the cultural importance of batik and other sensitive textiles in Indonesia 1.

The Attack portfolio has expanded significantly from its original concentrated detergent concept to include specialized solutions.

Concentrated Detergents

The modern Indonesian Attack lineup includes several concentrated products:

• Attack Sensor Matic 2
• Attack Hygiene Plus Color Protection
• Attack Plus Softener
• Attack Batik & Delicate Care 1

These are available in powder or liquid formats depending on the variant and are classified by Kao as concentrated laundry detergents.

Attack Sensor Matic

Attack Sensor Matic is positioned specifically for machine washing. It features Automatic Sensor Technology and Low Foam Technology. The formulation is designed for both front-load and top-load machines, with low foam levels intended to help maintain the washing machine’s condition. It is available in both liquid and powder formats in Indonesia 2.

Attack Hygiene Plus Color Protection

This line addresses issues beyond basic stain removal, focusing on odor, hygiene, and color protection. Kao describes its Clean Protect Technology as aiding in stain removal, while Color Shield Technology helps protect colors and reduce color transfer. The liquid formulation is phosphate-free and contains readily biodegradable surfactants.

Attack Plus Softener

Attack Plus Softener combines detergent functions with fabric softening and fragrance. Current variants include scents such as Glamour Rose Jasmine and Sparkling Lychee Berry, reflecting a trend toward integrating cleaning, softening, and fragrance into a single product.

Attack Batik & Delicate Care

Attack Batik & Delicate Care is a distinctly localized product designed for batik and delicate garments, including kebaya, hijab, chiffon, kaftan, abaya, silk, and brocade. Its Natural Care Technology aims to maintain natural color appearance and protect delicate fibers 1. This product exemplifies the brand’s move beyond generic detergents to address specific clothing types.

Attack Jaz1 is one of the most recognizable product families within the Indonesian market. Introduced in 2014 following extensive research into local washing behavior, it targets specific consumer needs 8.

Current Jaz1 products include:

• Attack Jaz1 Semerbak Cinta 11
• Attack Jaz1 Pesona Segar
• Attack Jaz1 +Softener
• Attack Jaz1 Serbaguna
• Liquid versions of several Jaz1 products 310

The Jaz1 Semerbak Cinta formulation emphasizes short soaking periods, stain removal, and long-lasting fragrance. It is suitable for both hand washing and two-tub washing machines 4.

Jaz1 Detergel

In 2021, Kao Indonesia introduced Attack Jaz1 Detergel, described as the first detergent in gel form in Indonesia. Developed in collaboration with Kao’s R&D operation in Wakayama, Japan, the product combines Japanese detergent technology with an application tailored for the Indonesian market 56.

Historically, Attack’s positioning has centered on effective cleaning powered by advanced detergent technology. Rather than competing solely on basic cleaning, the brand has built distinct propositions around specific consumer needs, evolving from stain removal to encompass hygiene, fragrance, softness, color protection, washing-machine care, and delicate-fabric care.

Kao’s current catalog describes Attack as a brand offering high cleaning power and continuous innovation, with variants designed to meet diverse household requirements. This approach creates a broad brand architecture that addresses varied consumer needs rather than treating all laundry tasks as identical.

Technology remains central to Attack’s identity. Key technologies promoted in Indonesia include:

• Automatic Sensor Technology: Used in Sensor Matic products to address stains while remaining suitable for washing machines.
• Low Foam Technology: Designed for machine use to minimize foam production.
• Clean Protect Technology: Featured in Hygiene Plus Color Protection products for stain cleaning.
• Color Shield Technology: Intended to protect clothing colors.
• Natural Care Technology: Used in Batik & Delicate Care to protect delicate fabrics and maintain colors.
• Concentrated Formulas: A defining characteristic since the brand’s 1987 launch.

This technological focus traces back to the brand’s origin rather than being a recent marketing development.

Concentration has historically provided environmental benefits for the brand. When launched in 1987, the concentrated formulation reduced the amount of detergent needed per wash and decreased packaging material requirements. Kao later introduced refill packs in 1991, enabling container reuse and reducing plastic consumption. These initiatives align with Kao’s broader efforts to minimize material use and environmental impact.

As of 2026, Attack remains a major laundry care brand in Kao Indonesia’s portfolio 7. The catalog is broadly divided between concentrated laundry detergents and conventional laundry detergents, ranging from machine-specific formulas to fragrance-oriented and specialized fabric products.

The current portfolio includes:

Concentrated

• Attack Sensor Matic
• Attack Hygiene Plus Color Protection
• Attack Plus Softener
• Attack Batik & Delicate Care

Conventional / Jaz1

• Attack Jaz1 Semerbak Cinta
• Attack Jaz1 Pesona Segar
• Attack Jaz1 +Softener
• Attack Jaz1 Serbaguna

Multiple powder, liquid, and size variations are also available across these lines 3912.

Attack is not an independent company but a brand within the global Kao Group. In Indonesia, it is operated by PT Kao Indonesia, whose portfolio also includes Bioré, Laurier, and Merries. Established in 1985, Kao Indonesia operates manufacturing facilities in Cikarang and Karawang, as well as a logistics center in Cibatu.

1. Kao Indonesia | Katalog Produk | Attack Batik & Delicate Care 400ml
2. Kao Indonesia | Katalog Produk | Attack Sensor Matic Liquid 1200ml
3. Attack Deterjen 🔥Harga Termurah & Promo Terbaik 2026
4. 10 Rekomendasi Deterjen Attack Terbaik (Terbaru Tahun 2026)
5. Kao Luncurkan Detergen Gel Pertama di Indonesia – Attack Jaz1 Detergel – Cobisnis
6. Attack Jaz1 Pelopori Detergen Gel di Indonesia Saat Pandemi – SWA.co.id
7. Kao Corp
8. KAO HADIRKAN ATTACK JAZ 1 – BERITA BISNIS
9. Ecommerce Industri & Perusahaan (PT), Jual Produk ATTACK Terlengkap
10. Attack Deterjen, Pewangi, dan Pelembut Pakaian
11. Yova E-Commerce
12. アタック (洗剤) – 百科事典