In 2015, Lion continued to place emphasis on the further development of the CLINICA and SYSTEMA brand lines and worked to further consolidate its position as the number one company in oral care in Japan*.
In 2014, Lion proclaimed the CLINICA brand lineup as the focus of its preventive dentistry products and rebranded its offerings of toothpastes, toothbrushes, mouthwashes, and other oral care products. In 2015, Lion went on to launch CLINICA ADVANTAGE Dental Gel and CLINICA ADVANTAGE Dental Tuft and is positioning CLINICA as the only brand for preventive dentistry that provides a wide range of information to users. As a consequence, the image of “CLINICA = preventive dentistry” became fixed in users’ minds, and the number of persons using several CLINICA items and practicing “preventive dentistry” is increasing.
In the SYSTEMA brand line, Lion newly launched the SYSTEMA Arch Fit Toothbrush and Haguki (the Gums) Plus Toothbrush series.
As a result of these various developments, sales of CLINICA brand products and SYSTEMA brand items grew 108%* and 112%*, respectively, and exceeded the rate of growth in the overall oral care market, thereby helping to expand the market.
* INTAGE Inc., SRI survey of the oral care market (covering toothpastes, toothbrushes, dental rinses, and other dental products). Accumulated sales amount from January through December 2015.