Smile40 Premium eyedrops, which are targeted at relieving eye fatigue due to aging and overuse of the eyes, are sold at ¥1,400 or higher per bottle in the middle-age to senior market segment, compared to an overall average market price of about ¥400*1. Despite this price gap, sales of Smile40 Premium expanded 31% year on year in 2015. Lion promoted the understanding of the special features of Smile40 Premium eyedrops through various communication activities, including newspaper advertising, point-of-purchase (POP) promotions, and through seminars aimed at retail stores that are in direct contact with our customers. In addition, Lion created package designs that show clearly the features of Smile40 Premium at a glance. These various promotional activities met with a favorable response from middle-age individuals to seniors, thus leading to favorable sales performance.
The middle-age to senior segment of the eyedrop market, where sales had been stagnant, expanded after Lion launched this product in 2013, and sales expanded 10% year on year in 2015*2, thus leading to expansion in the market.