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New Product Information
January 6, 2010 |
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Lion to Release platius creamy up paste Medicated Toothpaste
For Sparkling and Beautiful Teeth, Lion Proposes
Beauty Aging Care for Teeth
Enables Oral Care with Pleasant Foaming Sensation, Dislodging Dullness Buildup*1 That Increases Teeth’s Visual Age
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Lion Corporation (President: Sadayoshi Fujishige) announces the nationwide release of platius creamy up paste on Wednesday, February 3, 2010. This beauty aging care paste—intended for women who desire to look radiant every day—helps to restore the original beauty of teeth by dislodging dullness buildup through daily oral care.
Conveying the concept of “changing the visual age of teeth through oral care,” Lion proposes new oral care habits with the release of platius creamy up paste, a product that enables users to brush their teeth thoroughly, while enjoying a pleasant foaming sensation.
*1: Tinted microscopic grime that adheres to the surface of teeth |
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| 1. |
Objective of Introducing the New Product |
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Women in their 30s to 50s are concerned about dull-looking teeth
According to a 2008 Lion survey, 30% of women in their 30s to 50s are not solely interested in looking attractive and staying healthy in the future; they also are very concerned about the appearance of their teeth. The survey also revealed that 84% of respondents indicated that they were both aware of and bothered by dull-looking teeth. |
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One factor making faces appear older: increasingly dull-looking teeth
Research conducted by Lion’s Oral Care Research Laboratories revealed that the surface of the teeth has a grainy texture not visible to the naked eye upon which tinted grime accumulates depending on the damage caused by the daily habits of the individual. The dullness buildup resulting from tinted grime increases more readily due to the decrease in salivary secretions that accompanies the aging process. This causes saliva to become increasingly viscous and, in turn, reduces the effectiveness of the oral cavity’s cleansing function. This age-related dullness buildup eventually becomes visible, causing teeth to appear older. |
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Lion proposes new oral care habits that make it possible to dislodge dullness buildup by brushing teeth thoroughly, while enjoying a pleasant foaming sensation.
Lion will release platius creamy up paste, the beauty aging care paste that helps restore the original beauty of teeth by thorough daily brushing. This is made possible through: (1) the use of an ion cleansing component that dislodges and lifts away the dullness buildup that accumulates on the rough surface of the teeth; and (2) Lion’s proprietary “ion white pack formula,” which produces a long-lasting, pleasant and rich foaming sensation.
In order to help women age beautifully, Lion proposes new beauty aging care habits that seek to maintain the sparkling beauty of teeth. This is made possible through daily oral care characterized by a pleasurable tooth-brushing experience. |
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(1) |
Lion’s proprietary “ion white pack formula” produces fine, creamy and long-lasting foam that envelops teeth, making it possible to brush them thoroughly, while enjoying a pleasant and rich foaming sensation.
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Lion’s proprietary “ion white pack formula” produces foam that is both creamy and pleasant. The long-lasting*2 foam produces a rich, enduring foaming sensation, enabling daily oral self-care characterized by a pleasurable tooth-brushing experience.
*2: Compared with Lion’s regular toothpastes |
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| The creamy foam envelops teeth completely and evenly |
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(2) |
Dullness buildup that accumulates on the rough surface of the teeth is dislodged and lifted away, leaving teeth sparkling and beautiful
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| The ion cleansing component, sodium polyphosphate, lifts away dullness buildup that accumulates on the rough surface of the teeth. Brushing with this product removes dullness buildup to restore the original beautiful white appearance of the teeth. |
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| Brushing with the ion cleansing component lifts away dullness buildup that accumulates on the rough surface of the teeth. |
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Blended with medicated fluoride and an medicated amino acid
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Medicated fluoride (sodium fluoride) promotes re-crystallization (re-mineralization) of microscopic blemishes on tooth surfaces, thereby providing protection against cavities. |
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The medicated amino acid, ε-aminocaproic acid, maintains the health of the gums, guarding against inflammation. |
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Available in “Mint” and “Rose” flavors
Features two mild flavors that produce a pure and natural feeling when brushing teeth thoroughly:
Pleasant and soft “Mint” and rich and soothing “Rose” |
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Package design evoking the image of beauty aging care
The eye-catching design features a colorful rose motif. |
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Contents and price
| Product Name |
Net Weight |
Retail Price |
platius creamy up paste
(quasi-drug) |
Mint |
50g |
No
recommended
retail price |
| 100g |
| Rose |
50g |
| 100g |
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