New Proposal for Choosing Oral Care Items According to Your Style
Launch of New Brand “OCH-TUNE”
Fast Style & Slow Style (Toothpastes, Toothbrushes, and Mouthwashes)

On April 4, 2024 , Lion Corporation (President: Masayuki Takemori) will launch the new brand “OCH-TUNE,” which offers a new way to select oral care through style. Lion will launch new toothpastes, toothbrushes, and mouthwashes in the two styles of FAST and SLOW.

1. Objective of Introducing the New Product

In the oral care product market, most of the preventive products to date were marketed for specific ailments and symptoms, such as preventing cavities and gum disease . However, in a consumer awareness survey conducted by Lion, we found that awareness surrounding the prevention of ailments was relatively weak with around 25% of respondents lacking clear product selection criteria.^*2 Focusing on this, Lion launched the new OCH-TUNE brand to offer styles based on those everyone has, such as tooth brushing method, the timing of brushing, disposition, and preferences.
Under the OCH-TUNE name, Lion will simultaneously release a lineup of toothpastes, toothbrushes, and mouthwashes in line with the FAST style for those who prefer working quickly, a refreshing feeling, and efficiency; along with the SLOW style for those who prefer taking their time, relaxation, and thoroughness. In this way, we will continue supporting better living habits for all consumers.
*2 Lion’s own survey 2023 (n=30,000, men and women in their 20s to 60s)

2. Release Date and Region:

Thursday, April 4, 2024, Japan

3. Product Names, Volumes, and Prices:

4. Product Features

Lion designed these oral care products based on the FAST style for those who prefer working quickly, a refreshing feeling, and efficiency; and the SLOW style for those who prefer taking their time, relaxation, and thoroughness. Both FAST and SLOW styles have basic oral care functions (performance and effectiveness), so consumers can choose the style that best suits them.

◆OCH-TUNE Toothpaste Design Overview
Both OCH-TUNE Toothpaste FAST and OCH-TUNE Toothpaste SLOW were designed to provide a tooth brushing experience that suits your style through the combination of three elements: (1) paste texture, (2) foam texture, and (3) flavor.

【OCH-TUNE Toothpaste FAST】
A medicated toothpaste that spreads quickly throughout the mouth and foams quickly for a refreshing clean.

(1)A thorough and refreshing clean
The toothpaste is spread quickly and efficiently throughout the mouth. The quick foaming action makes brushing a pleasant experience from the start. In addition, the high cleaning powder formula efficiently removes even the deepest stains.^*3
*3 Relative to where the toothpaste reaches

An image of OCH-TUNE Toothpaste FAST’s foam

(2)Total care for cavities, bad breath, and stained teeth
The toothpaste contains a high concentration of 1,450 ppm^*4 of fluoride, which prevents cavities. Bactericidal ingredient LSS (sodium lauroyl sarcosine) kills causative bacteria and prevents bad breath.It removes stains and whitens teeth.
*4 This product is not recommended for use by children 6 years old or younger.

(3)Blue Refresh Mint Flavor with natural mint for a burst of freshness
A refreshing blue fragrance spreads quickly throughout the mouth and is crisp and invigorating. The cool rise of effervescent seltzer and the fresh medicinal feeling creates a FAST world view.

Flavor image

【OCH-TUNE Toothpaste SLOW】
A medicated toothpaste with a dense, rich foam that envelops teeth for slow and gentle care.

(1)Dense foam envelopes teeth for slow and thorough care
The foam adheres to the teeth and gums, and the medicated ingredients easily remain in the mouth. The dense foam design gently envelops teeth, allowing for a thorough scrub all over the mouth.

An image of OCH-TUNE Toothpaste SLOW's foam

(2)Total care for cavities, bad breath, and stained teeth
The toothpaste contains a high concentration of 1,450 ppm^*4 of fluoride, which prevents cavities. Bactericidal ingredient LSS (sodium lauroyl sarcosine) kills causative bacteria and prevents bad breath. It removes stains and whitens teeth.

(3)Herbal Relaxing Mint Flavor with natural mint
You can enjoy the herbal qualities while you leisurely and gently brush during times of relaxation. Lion has realized a “SLOW” world view, in which the product's natural fragrance can be enjoyed for a long time.

Flavor image

◆OCH-TUNE Toothbrush Design Overview
Both OCH-TUNE Toothbrush FAST and OCH-TUNE Toothbrush SLOW achieve a tooth brushing experience that suits your style through the combination of three elements: (1) head, (2) neck, and (3) handle design.

【OCH-TUNE Toothbrush FAST】
A toothbrush with a multi-clean design that allows for quick and refreshing brushing

(1)Thin and Compact Head reaching deep into the mouth × Ultra-Fine Bristles for thorough brushing

(3)The rigid Vertical Flat Neck transfers brushing pressure without loss and allows the user to brush without exerting too much force

(4)The easy-to-hold Thick Square Grip fits in the hand, allowing for through brushing

【OCH-TUNE Toothbrush SLOW】
A toothbrush with a double-rich design that slowly and comfortably cleans all surfaces and crevices of teeth

(1)Thin and Compact Head reaching deep into the mouth × Ultra-Fine Bristles for thorough brushing

(3)Flexible Lateral Flat Neck assists brushing with appropriate force

(4)Easy-to-operate Narrow Hexagonal Grip allows you to focus on the target area

◆OCH-TUNE Mouthwash Design Overview
Both OCH-TUNE Mouthwash FAST and OCH-TUNE Mouthwash SLOW have achieved a care experience that suits your style through the combination of three elements: (1) appearance, (2) liquid texture, and (3) flavor.

【OCH-TUNE Mouthwash FAST】
A medicated mouthwash that instantly resets^*1 your mouth with a refreshing sensation that spreads quickly

(1)A refreshing sensation quickly travels through the nose and instantly resets^*1 your mouth with a sharp cooling sensation that leaves you feeling refreshed long after use.

(2)Conditioning Design
The mouthwash cleanses all areas of the mouth that are difficult to reach with brushing. It refreshes and maintains a clean and fresh mouth.^*5 Medicinal ingredients kill causative bacteria and prevent bad breath. In addition, the antibacterial barrier keeps bacteria at bay for a long time.
Effects: Prevents bad breath, cleanses and freshens the mouth.
*5 Persistence of fragrance and flavor

(3)Cool Dry Mint Flavor
It instantly resets^*1 your mouth with a strong cooling sensation that spreads quickly with gusto and effervescence derived from citrus and spices. Furthermore, a sharp and dry aftertaste after use creates a FAST world view.

Flavor image

【OCH-TUNE Mouthwash SLOW】
Mild, mellow, and relaxing care. A medicated mouthwash that refreshes and conditions with a gentle cooling sensation.

(1)This low irritancy type has a mellow cooling sensation and lets you comfortably rinse it away.

(2)Conditioning Design
The moutwash cleanses all areas of the mouth difficult to reach with brushing. It refreshes and maintains a clean and fresh mouth.^*5 Medicinal ingredients kill causative bacteria and prevent bad breath. In addition, the antibacterial barrier keeps bacteria at bay for a long time.
Effects: Prevents bad breath, cleanses and freshens the mouth.

(3)Silky Mild Mint flavor with a mild cooling sensation and smoothness, containing natural mint
Mildly pleasant to use thanks to its gentle cooling sensation and smooth fragrance. The natural sweetness of mint persists during use, and it is easy to swish around in the mouth. The lingering sweetness and cool sensation after use create a SLOW world view.

Flavor image