Lion focused on market development for KireiKirei Medicated Foaming Hand Soap and all-season Ban Sweat-Blocking Roll-On antiperspirant. In September, we launched hadakara, a new general-purpose body soap with a focus on moisture retention, enhancing profitability in beauty care products.
The hadakara Body Soap incorporates a moisture-adsorbing formula* that is the first of its type in Japan. While Lion’s previous body soaps contained moisturizing agents, they were mostly washed away, and did not remain on the skin. We conducted a promotional campaign that included sending samples to buyers and retail store representatives prior to launch, a large-scale TV commercial series featuring popular celebrities, and the utilization of social media and product review websites. As a result, sales considerably exceed plan, expanding Lion’s market share and invigorating the general body soap market.