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| 1. |
Objective of Introducing the New Product |
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■Dental hygienists consider easy brushing of the molars as the most important function of the toothbrush
The main reasons why people lose their teeth are cavities and gum disease, both of which are caused by tooth tartar. Because brushing the molars is difficult, tartar tends to remain on them, resulting in a high risk of cavities and gum disease. In fact, 14% of people in their 30s or 40s lose their molars for these reasons. From this perspective, about nine out of 10 dental hygienists emphasize that the most important function of the toothbrush is to facilitate brushing the molars (according to a 2012 Lion survey).
The market for compact and ultra-compact toothbrushes grew from 32% in 2002 to 57% in 2012 as a share of the total toothbrush market in Japan3. This reflects a general preference among consumers for toothbrushes designed with a compact head that can easily reach every tooth in the mouth, including the molars. Nevertheless, the head and neck of conventional toothbrushes are cumbersome when reaching the inner side of the cheeks and teeth, even if the head is compact. Consequently, these toothbrushes cannot reach the back of the molars unless the mouth is opened very wide, so the molars are often left unbrushed. |
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■Newly developed super-slim, next-generation compact toothbrush that smoothly reaches the back of the molars
In response to these limitations, Lion’s Oral Care Research Laboratories has been pursuing technical developments better enabling toothbrushes to reach the back of the molars. As a result of this research, it succeeded in developing a super-slim toothbrush by slimming down the thickness of the toothbrush head and neck to the thinnest level on the market, thereby reducing the size of the toothbrush area that enters the inside of the mouth by 30%4.
Based on these techniques for achieving a super-slim toothbrush, Lion is now releasing the CLINICA ADVANTAGE Toothbrush with a dentist-recommended design for smoothly reaching the back of the molars (as shown in the diagram at right).
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| Employing a super-slim design, the CLINICA ADVANTAGE Toothbrush can reach the back of the molars (artist’s rendering) |
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| 3: |
Based on SRI surveys on the Japanese household toothbrush market for 2002 (January to December) and 2012 (January to December) conducted by INTAGE Inc.; the market for compact and ultra-compact toothbrushes is based on Lion’s definition. |
| 4: |
Comparison of CLINICA ADVANTAGE (Compact) and CLINICA Flat Cut (four-row bristle-type) toothbrushes |
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| (1) |
A super-slim design with an extremely thin head and slender neck |
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Lion strengthened the material for the toothbrush handle by utilizing polyacetal resin, which is commonly used for mechanical parts. This enabled a super-slim design with an ultra-thin head measuring 2.6 millimeters thick and an ultra-slender neck of 3.5 millimeters wide. Lion reduced the size of the toothbrush area that enters the mouth by 30%, and gently tapered the tip of the head. This gives the toothbrush better access to the back of the molars, where brushing movement is normally difficult because the cheek and teeth are in the way, and more effectively dislodge tartar (as shown in the reference material, below).
The design of this new toothbrush has been evaluated as ideal for brushing the back molars (specifically the distal surface of the last molars) by 84% of dental hygienists, who are experts on tooth brushing5.
| 5: |
Based on a Lion survey of respondents who used the toothbrush for one week (sample size n=100) |
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| (2) |
Flexibly fitting bristles effectively dislodge tarter in hard-to-get spaces |
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The CLINICA ADVANTAGE Toothbrush features flexibly fitting bristles that gradually become sharper toward the tips. This allows the bristles to fit between narrow spaces between the teeth and between the teeth and gums to effectively remove tartar.
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| (3) |
A dentist-recommended design that satisfies the three toothbrush requirements suggested by dentists |
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The CLINICA ADVANTAGE Toothbrush has been designed with a flat-cut brush surface that is generally suitable for any row of teeth, as well as a compact head to make brushing motions easier inside the mouth, and a straight handle to better control the force and direction of brushing. |
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A slim, hexagonal-shaped handle that can be held like a pen |
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The toothbrush handle feels natural to hold in a pen grip, which facilitates brushing motions with less pressure. |
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| 3. |
Contents and price
| Product Name | Retail Price |
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| CLINICA ADVANTAGE Toothbrush |
Compact |
Medium |
No
recommended
retail price |
| Hard |
| Ultra-compact |
Medium |
| Hard |
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