Development of STEP Toothbrushes Tailored to Specific Stages of Children’s Growth

KODOMO STEP Toothbrushes (China)

In China, many parents, strongly desiring to ensure that the products their children use are high-quality, safe and reliable, are inclined toward the use of imported products, especially products made in Japan, over products made in China. In addition, consumer needs related to children’s toothbrushes include not only factors related to gentleness, safety and ease of brushing, as promoted by dentists; consumers are also attracted to products that are tailored to children’s specific growth stages. In light of these factors, Lion developed the KODOMO STEP toothbrushes, a made-in-Japan, highly safe line of four children’s toothbrushes designed for specific growth stages.

R&D Case Study—Global Research Activities