Ban Sweat-Blocking Roll-On, which was launched in 2014, showed growth through the five months after its introduction in February, and unit sales surpassed 2.5 million. This new deodorant product matched market needs because its new advertising message appealed to consumers' sense of sight, "suppresses underarm perspiration and relieves you of worry about sweat stains." In addition, sales of this new addition to the Ban line which incorporates Lion's original technologies that make the active ingredients adhere even more firmly to the skin and blocks underarm perspiration before it emerges expanded, reflecting the highly favorable appraisal among users of the feeling of the new antiperspirant in use. In 2014, sales in the overall market for antiperspirants in Japan were below the level of the previous year because of unseasonable weather during the period from June to August, which is normally the time of highest antiperspirant usage. However, sales of Lion's new product substantially exceeded planned levels. In addition, sales in the category of roll-on antiperspirants for women expanded 1.3 times*1, thus contributing to market revitalization.
*1 INTAGE Inc. SRI survey of the antiperspirant market for women, roll-on category (as defined by Lion). Accumulated sales amount from January through December 2014