January 8, 2016

Lion to Release Ban Sweat-Blocking Roll-On Premium Label
A New Antiperspirant and Deodorant That Effectively Prevents Underarm Sweat even at the Height of Summer

Lion Corporation (President: Itsuo Hama) announces the nationwide release of Ban Sweat-Blocking Roll-On Premium Label on February 10, 2016. This antiperspirant and deodorant is formulated with a new ingredient that forms a waterproof film and adheres more tightly to the skin.

Objective of Introducing the New Product
As higher numbers of women enter the Japanese workforce, stress-related perspiration in the underarm area among women has become more common. Moreover, as summer weather in Japan has become increasingly hot in recent years, many people often experience drenching perspiration during this season. These factors have prompted a rise in women’s awareness of the prevention of underarm sweat. According to a Lion survey, more than 80% of women express concern about sweat marks caused by their underarm sweat. Among these, one in three say that they are highly concerned. Reflecting this, a growing number of working women in their 20s to 30s are interested in the effectiveness of antiperspirants at blocking underarm sweat. In fact, 38% of women in this age bracket considered such effectiveness a key priority when purchasing these products in 2014, while 46% did so in 2015.
In 2014, Lion released Ban Sweat-Blocking Roll-On, an antiperspirant and deodorant that blocks underarm sweat via a nano ion blocking effect before sweat emerges. Not only did the product garner favorable consumer reviews, the introduction of Ban Sweat-Blocking Roll-On has led to the creation of the new market category of underarm sweat solutions. Growing rapidly, the value of this new market during the period of January through November 2015 was approximately 243% of that in the same period of the previous year. Thus, this market category has served as a key contributor to overall growth of the market for roll-on antiperspirants and deodrants,¹ the value of which in the said period was 112% of that of the previous year (Lion survey).
To meet the resulting growth in demand, Lion will release Ban Sweat-Blocking Roll-On Premium Label, an antiperspirant and deodorant boasting superior sweat-blocking effectiveness that enables user comfort free from concerns about underarm sweat and sweat marks even at the height of summer.

1. Including roll-on, stick, cream and gel products (excluding products for men)

Contents and Price

Product Name		Contents	Retail price
Ban Sweat-Blocking Roll-On Premium Label (quasi-drug)		40 ml	No recommended retail price

3.	Product Features

(1)

With a new ingredient that forms a waterproof film, the nano ion blocking effect blocks underarm sweat glands, thereby stopping perspiration before sweat emerges
Along with a newly formulated negative ion polymer, nano ion antiperspirant ACH (aluminum chlorohydrate) adheres tightly to the skin. While ACH plugs sweat glands2 (the nano ion blocking effect), a new ingredient forms a waterproof film that coats the skin. Thanks to these actions, the product better stops underarm sweat before it emerges, thereby providing relief from concern about sweat marks and odor.

2. ACH forms plugs to block sweat glands and seal up sweat

Ban Sweat-Blocking Roll-On Premium Label

(2)

Antibacterial agent isopropyl methylphenol (IPMP) eliminates odor-causing bacteria and effectively prevents odors all day long

Product Lineup

Product Name	Contents	Date of Release
Ban Sweat-Blocking Roll-On Premium Label (quasi-drug)	With a new ingredient that forms a waterproof film, the product boasts a nano ion blocking effect that creates plugs to block sweat glands and stop underarm sweat before it emerges, enabling user comfort free from concerns about underarm sweat and sweat marks even at the height of summer.	February 10, 2016
Ban Sweat-Blocking Roll-On Unscented (quasi-drug)	The nano ion blocking effect creates plugs that block sweat glands and stops underarm sweat before it emerges.	February 2014
Ban Sweat-Blocking Roll-On Soap Scent (quasi-drug)		February 2015

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Lion to Release Ban Sweat-Blocking Roll-On Premium Label A New Antiperspirant and Deodorant That Effectively Prevents Underarm Sweat even at the Height of Summer

Lion to Release Ban Sweat-Blocking Roll-On Premium Label
A New Antiperspirant and Deodorant That Effectively Prevents Underarm Sweat even at the Height of Summer