| |
| |
 |
 |
 |
New Product Information
July 23, 2009
|
|
 |
Cultivating Strong Teeth
Lion to Release Clinica Advantage, the Highly Functional Medicated Toothpaste that Removes Plaque and Strengthens the Structure of Teeth to Prevent Cavities, While Using Vitamin E to Invigorate Gums and Maintain Oral Health
|
|
Lion Corporation (President Sadayoshi Fujishige) announces today the nationwide release of the highly functional, medicated toothpaste, Clinica Advantage on Wednesday, August 26, 2009. This product maintains oral health by breaking down and removing plaque with dextranase enzyme, building strong teeth that are shielded from cavities with the inclusion of fluorine—which strengthens the structure of teeth—and invigorating the gums with Vitamin E.*1
*1: Prevents inflamed gums and periodontitis
| 1. |
Objective of Introducing the New Product |
|
Lion has updated and will release this product series in August 2009 under the new Clinica brand, a brand of products that highlights the importance of cultivating strong teeth by ensuring an oral environment that maintains healthy teeth.
According to recent studies, the number of permanent teeth affected by cavities is at a relatively low two teeth or less*2 for young, school-aged children. However, from the late teens onward, this number begins to rise dramatically. By the time people reach their 30s, the number of teeth that have been affected by cavities surpasses 10, with nearly 100% of people in this age range having incurred cavities.*3 In fact, cavities are the primary cause of tooth extraction— in one out of every two people.*4
Cavities are caused when bacteria found within plaque releases acid that progressively dissolves the surface enamel of teeth. For this reason, the complete removal of plaque and the building of strong teeth that are shielded from acid by augmenting the tooth enamel are critical points for preventing cavities.
Consequently, Lion will release the highly functional, medicated toothpaste, Clinica Advantage. This product maintains oral health through the use of the Company’s proprietary dextranase enzyme to remove plaque, while it prevents cavities through the use of fluorine, which strengthens tooth structure, and uses Vitamin E to invigorate the gums, which are vital for the support of healthy teeth.
| *2 |
|
The number of decayed, missing and filled teeth on average per person (permanent teeth exposure status) |
| *3 |
|
The 2005 National Survey of Oral Health by the Ministry of Health, Labour and Welfare |
| *4 |
|
Survey of causes for extraction of permanent teeth conducted in 2005 by the 8020 Promotion Foundation |
|
|
| (1) |
Prevents cavities through the action of two components to breakdown and remove plaque |
|
・ |
|
Lion’s proprietary active ingredient, dextranase enzyme,*5 breaks down and removes plaque, while preventing it from reattaching to teeth. |
| ・ |
|
The antibacterial agent, N-Lauroylsarcosine Sodium Salt (LSS), prevents cavities by inhibiting the growth of bacteria caused by plaque. |
| *5 |
|
An enzyme for dissolving plaque that is a proprietary development of Lion. It was the first enzyme in Japan to be approved as an active ingredient for breaking down and removing plaque, in 1979 |
|
| (2) |
Prevents the occurrence and spread of cavities with a fluorine compound that promotes the re-mineralization of teeth |
|
Fluorine (sodium fluoride) promotes the absorption of calcium in tooth enamel, preventing the occurrence and spread of cavities.
|
| (3) |
Blended with Vitamin E, which maintains healthy gums by promoting blood flow to invigorate gums |
|
Metabolism is increased by the use of Vitamin E (Tocopherol acetate), which promotes blood flow to the gums. Healthy gums are maintained through invigoration, preventing inflammation and periodontitis.
|
| (4) |
Tooth surfaces feel smooth and fresh |
|
The cleaning agent, anhydrous silicic acid, displays a high level of cleaning power that can remove stubborn grime and other contaminates from teeth. In addition, tooth surfaces continue to feel smooth and fresh owing to the use of ion coating components to coat the tooth enamel.
|
| (5) |
Blended with the natural sweetener, xylitol |
|
|
| (6) |
Available in two flavors: Cool Mint and Citrus Mint |
|
This product is available in Cool Mint, which features a cooling flavor, and Citrus Mint, a flavor that has a refreshing impact.
|
|
| 3. |
Contents and price
| Product name |
Contents |
Retail price |
Clinica Advantage
Cool Mint (quasi-drug ) |
|
30g |
No recommended retail price |
| Standing tube |
130g |
| Clinica Advantage Citrus Mint (quasi-drug ) |
Standing tube |
130g |
|
|
|
|
|
|
