Lion Launches Dent Health Medicated Toothpaste DX
A Medicated Toothpaste That Protects Weakened Gums and Teeth and Prevents Periodontitis and Cavities

On November 20, 2023, Lion Corporation (President: Masayuki Takemori) will launch nationwide sales of Dent Health Medicated Toothpaste DX, a high-adhesion formula medicated toothpaste that prevents periodontitis and cavities, the two main factors increasing the risk of tooth loss,^*1 and protects weakened gums and teeth.
*1 Source: 8020 Promotion Foundation survey (2018)

1. Objective of Introducing the New Product

According to the Ministry of Health, Labour and Welfare's “Survey on Dental Diseases (2016),” the number of teeth lost per person in their 60s was around 11 to 15 in 1993. While in 2016 this figure had decreased significantly to around five to seven, the proportion of people who had lost at least one tooth had not seen a significant change, with more than 80% of people in their 60s having lost a tooth. In addition, a survey of consumer oral care conditions revealed that approximately one in four women in their 60s experience symptoms^*2 of periodontitis.^*3
To address these needs, Lion is pleased to announce the launch of Dent Health Medicated Toothpaste DX for those who wish to protect their teeth by preventing periodontitis symptoms, such as swollen and bleeding gums.

*2 From those who responded that they either frequently or always experience gums that are swollen, bleeding, reddened or loose; wobbly teeth; or gingival discharge
*3 Survey commissioned to Marketing and Associates Co., Ltd. (conducted in June 2023 of 25,632 women aged 50 to 69)

2. Release Date and Region

Monday, November 20, 2023, nationwide

3. Product Name and Price

4. Product Features

Prevents periodontitis and cavities, the two main factors increasing the risk of tooth loss, while also protecting weakened gums and teeth

(1) Provides total care with ingredients that prevent periodontitis, gingival bleeding and bad breath, as well as cavities

• Isopropyl methylphenol (IPMP) and lauroyl sarcosine sodium salt (LSS), two ingredients that effectively eliminate problem-causing bacteria to prevent gingivitis and bad breath
• Tranexamic acid (TXA), an anti-inflammatory ingredient that controls swelling and bleeding of the gums to prevent periodontitis and gingivitis
• Vitamin E (tocopherol acetate), an ingredient that invigorates the gums by promoting blood circulation and prevents periodontitis and gingivitis
• Fluoride, an enamel-strengthening ingredient that prevents the development and progression of cavities

(2)Contains the highest concentrations of medicated ingredients IPMP and TXA of any Lion product to date

(3)Comes in Medical Clean Herb flavor

5.The Dent Health Series Lineup

The product described in this press release is written below in bold. All products in the lineup are quasi-drugs.

From left,
Dent Health Medicated Toothpaste Bad Breath Block (Brand name: Dent Health Dental Paste Ka) 28g, 85g
Dent Health Medicated Toothpaste Stinging Block (Brand name: Dent Health Dental Paste Ma) 28g, 85g
Dent Health Medicated Toothpaste DX (Brand name: Dent Health Dental Paste Qa) 28g, 85g
Dent Health Medicated Smooth Gel Toothpaste (Brand name: Dent Health Dental Paste Na) 28g, 85g
Dent Health Medicated Dental Rinse (Brand name: Lion Dental Liquid DAa) 450ml

Dent Health brand site [Japanese]:
https://denthealth.lion.co.jp/