Utilizing Gum Disease Prevention Technologies with the Keyword “Plaque”

Systema Toothpastes (Malaysia)

Lion launched a gum disease care toothpaste for Malaysia based on survey findings indicating an extremely high prevalence of gum disease coupled with a low awareness of the affliction in that country. Preliminary local surveys about toothpastes found that Malaysian consumers regard good foaming and the dispersibility of foam during brushing as important qualities in a toothpaste. Given this, Lion developed Systema toothpastes, offering a brushing experience closely tailored to consumer preferences and using the familiar term “plaque” as a keyword in consumer communications while leveraging Lion’s strengths in gum disease prevention technology.

R&D Case Study—Global Research Activities