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New Product Information
August 26, 2010
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Introducing New BUFFERIN Brand Cold Medicine
Lion to Release BUFFERIN “Kaze (Cold)” EX, a Cold Medicine That Demonstrates Superior Effectiveness against Acute Fevers and Sore Throats Caused by Colds Owing to the Fast-Dissolving Antipyretic Analgesic, Ibuprofen |
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Lion Corporation (President: Sadayoshi Fujishige) announced today the release to pharmacies nationwide of BUFFERIN “Kaze (Cold)” EX on Wednesday, September 1, 2010. Utilizing Lion’s proprietary technology, Quick Melt Process, BUFFERIN “Kaze (Cold)” EX is a cold medicine that features the fast dissolving antipyretic analgesic ingredient, ibuprofen, to provide relief for acute fevers and sore throats caused by colds.
| 1. |
Objective of Introducing the New Product |
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Accompanying changes in lifestyles and family units, cold medicines have shifted from being shared by the family to being personalized to meet each individual’s symptoms. According to a survey conducted by Lion, between the two main symptoms of colds that respondents want relief from—fevers (43.4%) and sore throats (35.9%)—the majority of respondents (65.5%) would choose to treat fevers that have become acute. The survey also indicated that 53.9% of respondents want commercial cold medicines that are fast acting, while 47.9% prefer highly effective cold medicines during times when symptoms become severe.
Boasting a 47-year history as an antipyretic analgesic, the BUFFERIN brand is currently recognized by 94% of respondents. Through the use of its proprietary technology, Quick Melt Process, Lion has developed for release BUFFERIN “Kaze (Cold)” EX, a cold medicine featuring the fast dissolving antipyretic analgesic ingredient, ibuprofen, to provide relief from acute fevers and sore throats caused by colds.
By releasing the BUFFERIN-brand product, BUFFERIN “Kaze (Cold)” EX, Lion is lending its support to busy individuals who cannot take time off, providing encouragement even during the most severe colds. |
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| (1) |
Using Lion’s proprietary technology, Quick Melt Process, ibuprofen, which is effective in treating acute fevers and sore throats, dissolves rapidly |
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The antipyretic analgesic ingredient, ibuprofen, takes time to dissolve in the stomach due to its low water solubility properties. Lion’s proprietary rapid dissolving technology, Quick Melt Process, features a two-step process that enables ibuprofen to dissolve rapidly.
【Step 1】 Ibuprofen is pulverized into tiny particles in order to increase the area of contact between digestive fluids in the stomach and medicinal ingredients.
【Step 2】Pulverized ibuprofen is coated with a hydrophilic ingredients that increase water solubility.
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Quick Melt Process Technology
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| (2) |
Blended with three ingredients not subject to approval standards*—ibuprofen, clemastine fumarate and bromhexine hydrochloride—BUFFERIN “Kaze (Cold)” EX displays superior effectiveness against cold symptoms, including acute fevers and sore throats. |
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Ibuprofen lowers acute fevers and relieves sore throat pain; clemastine fumarate reduces runny and stuffed noses and sneezing; and bromhexine hydrochloride loosens phlegm, the cause of coughs.
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Ingredients approved for use in over-the-counter (OTC) drugs fall outside ingredients based on approval standards for cold medicines established by the Ministry of Health, Labour and Welfare |
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| (3) |
Choice of tablets or fine granules available for individual preferences |
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| 3. |
Active Ingredients (adults [15 years and older])—tablets: nine; fine granules: three packets)
| Ibuprofen |
450mg |
| Clemastine fumarate |
1.34mg |
| Bromhexine hydrochloride |
12mg |
| dl-Methylephedrine hydrochloride |
60mg |
| Dihydrocodeine phosphate |
24mg |
| Anhydrous caffeine |
75mg |
| Calcium ascorbate dehydrate (Vitamin C) |
500mg |
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| 4. |
Efficacy
Relieves cold symptoms (fever, chills, sore throats, headaches, runny and stuffy noses, sneezes, coughs, phlegm, achy joints and muscle pain)
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| 5. |
Directions for Use and Dosage
| Adults (15 years and older): |
Three tablets per dose, three doses per day |
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One fine granules packet, three times per day |
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Take medicine within 30 minutes after eating |
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| 6. |
Contents and Price
| Product name |
Contents |
Recommended retail prices |
BUFFERIN “Kaze (Cold)” EX Tablets
(Category 2 medicine) |
18 tablets |
¥ 1,280 |
| 30 tablets |
¥ 1,680 |
| 45 tablets |
¥ 1,980 |
BUFFERIN “Kaze (Cold)” EX Fine Granules
(Category 2 medicine) |
10 packets |
¥ 1,680 |
| 20 packets |
¥ 2,480 |
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Recommended retail price is before tax |
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