| |
| |
 |
 |
 |
Press Release
January 12, 2010 |
|
 |
Lion’s First Overseas Expansion of the BUFFERIN Brand
Lion Announces South Korean Market Release of the Antipyretic Analgesic, BUFFERIN |
|
Lion Corporation (hereinafter “Lion”; Head Office: Tokyo, President: Sadayoshi Fujishige) announces that two products under the BUFFERIN brand of antipyretic analgesics will be released in South Korea on Monday, January 18, 2010. These products will be distributed via the South Korean company, CJ Cheiljedang Corporation (hereinafter “CJ”; Head Office: Seoul Metropolitan City, Republic of Korea; President: Kim Jin Su), and mark Lion’s first overseas market release of the BUFFERIN brand. |
|
| 1. |
Circumstances Behind the Product Release
Having concluded a technological and trademark agreement with Bristol-Meyers Company (now Bristol-Meyers Squibb Company, hereinafter “BMS”) in 1962, Lion released in Japan that company’s antipyretic analgesic brand, BUFFERIN, from 1963. Highly rated by customers ever since, BUFFERIN has firmly established itself as the top antipyretic analgesic brand*1 in the Japanese over-the-counter (OTC) drug market. In June 2007, Lion acquired the trademark rights from BMS to market BUFFERIN in the Asia/Oceania region*2 and constructed a foundation to expand this brand overseas based on the Company’s unique business strategies.
After acquiring CJ’s Home & Personal Care business in December 2004, Lion made its entry into the South Korean household products market.
Amid growing awareness of self-medication among South Korean consumers in recent years, there is currently a growing movement in favor of expanding the sale of pharmaceuticals to such retail outlets as supermarkets through the revision of laws that limit such sales to pharmacies. Consequently, there is a growing expectation that the South Korean OTC market will expand.
Lion will release the antipyretic analgesics, BUFFERIN PLUS and BUFFERIN Lady (the latter marketed in Japan as BUFFERIN Luna) in South Korea on Monday, January 18, 2010. Both products will be distributed by CJ. In light of the high level of trust that South Koreans generally place in the quality of Japanese products, Lion aims to attain a firm market position through the release of these distinctive new products, which draw upon BUFFERIN’s leading position in the Japanese market.
*1: INTAGE Inc.SDI data, based on domestic sales figures between 1988 and 2009 (January-November)
*2: Excluding China and certain other countries and regions
|
| 2. |
Features of Products to be Released
| ・ |
|
An antipyretic analgesic for when pain becomes unbearable |
| ・ |
|
A fast-acting and effective blend of acetylsalicylic acid, which goes to the root of pain found in the peripheral nerves, and acetaminophen, which concentrates on the central nervous system—where pain is transmitted. |
| ・ |
|
Blends in anhydrous caffeine, a secondary pain relief ingredient that aids in the suppression of vascular headache pain by constricting blood vessels. |
| ・ |
|
Blended with allylisopropyl acetylurea to provide relief from tension headaches caused by neck and shoulder stiffness |
| ・ |
|
An antipyretic analgesic that provides quick relief of menstrual cramps, headaches and other types of severe pain |
| ・ |
|
Blended with the two pain relief ingredients, ibuprofen and acetaminophen, to quickly block pain from menstrual cramps and headaches |
| ・ |
|
The two secondary ingredients, anhydrous caffeine and allylisopropyl acetylurea, heighten pain relief and display superior effectiveness |
| ・ |
|
Features small tablets that are easy to swallow |
|
| 3. |
Schedule
End of April 2009: Sales contract concluded with CJ
January 18, 2010: Sales of BUFFERIN PLUS and BUFFERIN Lady commence
|
Reference
| Overview of CJ Cheiljedang Corporation |
| Head office: |
|
Seoul Metropolitan City, Republic of Korea |
| Established: |
|
1953 |
| Capital: |
|
67.6 billion KRW (¥5.4 billion*3) |
| Net sales*4: |
|
3,494.9 billion KRW (¥279.6 billion*3) |
| Business content: |
|
Manufacture and sale of food, pharmaceuticals and other products |
*3: 1KRW is equivalent to ¥0.08
*4: Fiscal 2008 net sales
Lion will continue to introduce its proprietary research technologies and brands to Northeast Asia and the ASEAN region, while undertaking proactive business development.
|
|
|
|
|
