It is. For instance, if elements that move under power are changed from metal (heavy) to plastic (light), you need less power to move them.
However if making something more energy efficient causes it to break more often, you have to expand the scope to include the energy costs of manufacturing a replacement copy. Even if the marginal costs of manufacturing an appliance are so low repairs no longer make sense, I still doubt that e.g. more efficient washing machine that you have to replace 3 times over 10 years uses, in total, more energy than one less efficient washing machine that doesn't break for 10 years.
However if making something more energy efficient causes it to break more often, you have to expand the scope to include the energy costs of manufacturing a replacement copy. Even if the marginal costs of manufacturing an appliance are so low repairs no longer make sense, I still doubt that e.g. more efficient washing machine that you have to replace 3 times over 10 years uses, in total, more energy than one less efficient washing machine that doesn't break for 10 years.