Chairman Lee Yoon-jae of Pigeon Corp. was put on the 33-member list of the 2017 Korea Global Leaders awards. The 2017 Korea Global Leaders awards is the fifth rendition since 2013 when it debuted. An awards ceremony of the 2017 Korea Global Leaders awards took place at Millennium Hilton Hotel on May 12 under the sponsorship of the Ministry of Trade, Industry and Energy, the Korea Chamber of Commerce and Industry, the Korea International Trade Association and the Korea Commission for Corporate Partnership. Pigeon, an expert in total lifestyle goods, is credited with devoting itself to developing eco-friendly and safe products to correspond to social demands for preserving the environment in a healthy manner for the past 40 years.
The company has been making every effort to focus on R&D so that customers’ endlessly changing needs can be satisfied according to the company’s management tenets, which are the pursuit of customer impression and global quality competitiveness. Pigeon is taking new challenges in new markets by always bracing for the upcoming future and creating differential new values and premium image. The company is committed to producing only products that meet consumers’ standards of safety and reliability through eco-friendly management.
Pigeon produced the nation’s first fabric softener in 1978, becoming a byword in the fabric softener category of the lifestyle goods market. When the fabric softener debuted, the product was an unfamiliar thing to most customers, so they were reluctant to buy it since they did not know what it was meant to be.
Using that experience is an effective way to overcome a market barrier, Chairman Lee conducted sample marketing for the first time in the Korean lifestyle goods market. In seven years, 1,200 one-ton truckloads were doled out to curious consumers.
The company’s pitch to create a market for fabric softener was based on its “green” marketing strategies. Pigeon has implemented marketing strategies that differ from others according to the foundation that “nature is the future in which we’ll return.” The product is made with highly biodegradable materials, so they can be decomposed efficiently if they stream into bodies of water after cleaning.
Pigeon has adopted a manufacturing method dubbed the “B+L System” to reduce the size of particles, thus contributing to their decomposition schedule. The company has used containers that can be recycled, reduced packing and packing materials for promotion. Pigeon has been redoubling efforts to select odors tailored to meet “well-being trends.” Pigeon’s products are evaluated to be excellent in “wearibility” and flexibility due to better odors durability and the selection of better odors favored by consumes. In 2017, Pigeon’s fabric softener become the first to be certified in terms of its functionality, safety, healthiness and eco-friendless by the Korea Management Registration Inc.
Pigeon won the eco-friendliness prize of the New Technology Top Awards in 2008.
A recent consumer survey showed that more than 90 percent of consumers said they recalled Pigeon was a fabric softener before any other brand. Pigeon has already become synonymous with the fabric softener category, so Pigeon’s has maintained the No. 1 position in the Korean fabric softener market for the past 40 years.
Pigeon has spearheaded global eco-friendly trends. When the company released products in 1978, Chairman Lee attached top priority to the environment, unlike trends of the time dwelling on superficial development. Lee paid keen attention to the fact that pollution, caused by synthetic detergents, came to a head in advanced countries. Phosphate, formic acid, MIT, CMIT, and other agents proven to be harmful to the human body and environment, cannot be found in Pigeon's all products. The company has been living up to its eco-friendly management tenet of “creating clean, beautiful lifestyle culture” by operating an in-house waste treatment facility in the course of manufacturing.
Under the management tenets of eco-friendliness and naturalism, the company is committed to developing products capable of preserving the environment.
Among Pigeon’s representative products symbolizing its eco-friendliness is the “No Germs, No Stains,” the industry’s first sterilizing cleaner that debuted in 1999. The sterilizing cleaner was a product of a joint project by Dr. Gungri Hwan, who defected from North Korea to Germany and Pigeon Research Institute, which spent hundreds of billion won over 17 years.
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