Lion rebranded its CLINICA lineup of oral care products with the theme of encouraging self-care and preventive dentistry, which dental health specialists recommend. "Preventive dentistry" means not getting dental treatment after tooth decay and other problems occur, but preventing them before they occur. This rebranding initiative covered toothpastes, toothbrushes, mouthwashes, and other CLINICA oral care products. To encourage more and more consumers to practice preventive dentistry, Lion continued its activities to disseminate information and provide product samples through its interfaces with dental clinics, maternity hospitals, young people from infancy to elementary, middle and high school age, as well as through retail stores. Lion is also working intensively to expand its interfaces with consumers and others. By encouraging the wider practice of preventive dentistry, Lion is seeking to increase awareness and change behavior patterns among consumers. As a result of these activities, after rebranding, sales in 2014 expanded 14%* over the previous year and helped to drive growth in the oral care market overall.
* INTAGE Inc. SRI survey of the oral care market (toothpastes, toothbrushes, dental rinses and other dental products). Accumulated sales amount from January through December 2014