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New Products

New products introduced in the last six months.

2021-08-02

Intestinal Effect Nice rim essence Lactoferrin Lactic Acid Bacteria PLUS
(Direct-to-consumer sales only)

Lactoferrin and the lactic acid bacteria K-1¹ help prevent constipation, maintain the skin’s barrier function² and reduce belly fat (visceral fat). This supplement is recommended for users who want to keep that healthy sparkle long into the future.
1. L. casei 327
2. The function of skin that retains moisture and prevent dryness

Contents: 124 tablet bottle (31-day supply)

Recommended daily intake: 4 tablets

2021-07-14

Smile 40EX GOLD Cool MAX

Delivers the strongest cooling sensation of the 40EX GOLD series to date. Eye drops formulated with eight active ingredients to help alleviate painful eye fatigue and blurred vision caused by overuse of the eyes. Preservative-free.*
*Contains no preservatives (such as benzalkonium chloride)

Product directions and other info

Contents: 13ml

Indications

●: Eye fatigue
●: Blurred vision (due to excess eye mucus, etc.)
●: Bloodshot conjunctiva
●: Itchy eyes
●: Blepharitis (inflamed eyelids)
●: Eye trouble prevention (after swimming, after getting dust or sweat in the eyes, etc.)
●: Inflammation of the eye due to ultraviolet or other light (such as snow blindness)
●: Discomfort when wearing hard contact lenses

Hold the bottle tip-down
when dispensing
the eye drops

Directions and Dosage

Use 3 to 6 times a day, 1 to 3 drops in each eye.

Usage and Dosage Warnings

(1): Excessive use may cause abnormal sensitivity to light or make eyes more bloodshot.
(2): A guardian or caretaker should provide supervision and guidance when allowing children to use the product.
(3): Avoid touching the dropper tip to the eye, eyelid or eyelashes, as this could cause it to become dirty or contaminated (with eye mucus, dust, etc.). Do not use if the product appears cloudy.
(4): Do not use while wearing soft contact lenses.
(5): Use the product only as eye drops.

Ingredients (per 100 ml)

Active ingredient
Content
Effects

Retinol palmitate (vitamin A)

33,000 units

A vitamin that acts directly on the cornea to activate the eye's natural functions

d-α-tocopherol acetate (natural vitamin E)

0.05 g

A vitamin that stimulates blood flow and replenishes nutrients in the eyes

Pyridoxine hydrochloride (vitamin B₆)

0.03 g

A vitamin that promotes metabolic processes

Taurine

0.1 g

An amino acid that promotes metabolic processes

Potassium L-aspartate

1 g

An amino acid that brings enzymes into the eyes

Neostigmine methylsulfate

0.005 g

Improves eye focus

Chlorpheniramine maleate

0.03 g

Reduces itchiness and other eye discomfort

Tetrahydrozoline hydrochloride

0.01 g

Reduces redness due to bloodshot eyes

*Inactive ingredients: Boric acid, trometamol, disodium edetate, BHT, polyoxyethylene hydrogenated castor oil, polysorbate 80, propylene glycol, povidone, l-menthol, dl-camphor, d-borneol, eucalyptus oil, pH adjuster

2021-07-07

CLINICA NEXT STAGE Toothbrush

Created using Lion’s preventive dentistry expertise
A toothbrush that effectively removes plaque while helping users avoid brushing too hard by making a sound when excessive force is applied

Lineup: super compact; compact

Firmness: Soft; Medium

2021-05-26

Bright STRONG Refreshing Clothing Shower

A stain removal laundry detergent spray that cleanses and eliminates bacteria and viruses¹—just spray and let sit.²
1. Not effective against all types of bacteria and viruses.
2. Always wash clothing after applying product and letting sit.

Contents: 400ml bottle; 320ml refill pack

2021-05-26

Intestinal Effect Nice rim essence Lactoferrin Kudzu Flower Premium
(Direct-to-consumer sales only)

Select dual-ingredient formula helps reduce subcutaneous and visceral fat.
Lion’s best-ever¹ product for body fat , based on a “multi-approach”² to fat, in supplement tablets.
1. Lion’s first ever labeled functional food product to have two ingredients that affect body fat
2. The dual-ingredient formula supports fat reduction via multiple mechanisms

Contents: 124 tablet bottle (31-day supply)

Recommended daily intake: 4 tablets

2021-04-21

SYSTEMA Toothbrush Super Premium

A gum disease care toothbrush featuring super-tapered bristles
Combines the benefits of a wide head for efficient plaque removal and a thin brush back for ease of maneuverability in the mouth.
Super-tapered bristles reach deep into the gingival sulcus to thoroughly clean away grime and gum disease-causing plaque.

Size: Compact; Regular

Firmness: Soft; Medium

2021-04-07

SOFLAN Premium Deodorizer Ultra Zero

Developed in the pursuit of total odor elimination.
A next-generation fabric softener featuring first-in-Japan¹ technology for making odors undetectable.
This product provides odor-cancelling technology developed with a focus on the mechanisms of olfaction to block odors before you smell them.²

1. Deodorizing technology based on highly branched cyclic dextrin and a specific group of fragrances, within the fabric softener field (September 2020 Lion survey of advanced technologies)
2. Does not block all odors

Fragrance: Pure Soap (dissipates upon drying)

Contents: 530ml bottle; 400ml refill pack; 1,200ml large-size refill pack

2021-03-31

Lightee Toothpaste

A powerful whitening toothpaste developed by Lion that thoroughly removes grime from micro-level imperfections in the dental surface while promoting enamel repair* to prevent cavities. This toothpaste helps bring out the teeth’s natural, shining whiteness.
* Remineralization

Flavors: White Citrus Mint; White Rose Mint

Contents: 100g; 53g

2021-03-31

KireiKirei Medicated Hand Sanitizing Spray

Quickly disinfect as soon as you get home!
KireiKirei Medicated Hand Sanitizing Spray is effective against viruses and bacteria.
*Tested on enveloped viruses. Not effective against all bacteria and viruses.

Contents: 350ml bottle; 340ml refill pack

2021-03-31

KireiKirei Medicated Hand Sanitizing Gel

Gel clings to the surface of the skin, reaching every nook and cranny to effectively sanitize!
KireiKirei Medicated Hand Sanitizing Gel is effective against bacteria and viruses.*
*Tested on enveloped viruses. Not effective against all bacteria and viruses.

Contents: 230ml bottle; 200ml replacement bottle; 28ml pocket-size bottle

2021-03-31

KireiKirei Sanitizing Spray

A disinfectant spray for clothing and hard surfaces, such as plastic items, that eliminates 99% of bacterial and viruses¹ and suppresses bacterial growth.²

1. Not effective against all bacteria and viruses.
2. Does not suppress the growth of all bacteria.

Contents: 280ml bottle; 250ml refill pack

2021-03-31

hadakara Body Soap Smooth Feel Type

Body soap with moisture-adsorbing technology that keeps moisturizer from washing away.* Smooth type. Imparts non-sticky moisture with every wash, leaving skin feeling smooth and clean.
* Compared with other Lion products

Fragrance: Green Citrus

Contents: 480ml bottle; 340ml refill pack; 750ml large-size refill pack

2021-03-31

hadakara Body Soap Foaming Smooth Feel Type

Foaming body soap with moisture-adsorbing technology that keeps moisturizer from washing away.* Smooth type. Imparts non-sticky moisture with every wash, leaving skin feeling smooth and clean.
* Compared with other Lion products

Fragrance: Green Citrus

Contents: 530ml bottle; 420ml refill pack

2021-03-31

Nice rim essence Lactoferrin Ellagic Acid no Chikara

A supplement tablet formulated with ellagic acid, which has been found to help reduce body fat in overweight users.*
*Individuals with BMI between 25 and 30

Contents: 62 tablets (31-day supply)

Recommended daily intake: 2 tablets

2021-03-03

Method Sheet

Wipes that make it easy to apply medicated ingredients to treat itchiness and skin irritation in delicate areas even while on the go

Product directions and other info

Contents: 7 sheets

Recommended retail price: ¥600

Indications

Itchiness, skin irritation, eczema, dermatitis, heat rash, chafed skin, bug bites and stings, hives, chilblains

Directions and Dosage

Multiple times a day, apply a thin layer to the affected area.

Usage and Dosage Warnings

(1): For administration to children only under the supervision and guidance of a guardian or caretaker.
(2): Avoid getting the product in the eyes. If the product gets in the eyes, wash immediately with warm or cold water. If irritation or other symptoms are severe, seek treatment from an ophthalmologist.
(3): For external use only.
(4): Gently apply the fluid to the affected area; do not rub forcefully.
(5): Do not use if you your skin is highly sensitive to alcohol.

Ingredients (per 100 ml)

Active ingredient
Content

Diphenhydramine hydrochloride

2.0 g

Dipotassium glycyrrhizinate

0.3 g

Allantoin

0.2 g

Inactive ingredients: 2-methacryloyloxyethyl phosphorylcholine-butyl methacrylate copolymer solution, ethanol, lauromacrogol, citric acid, pH adjuster, sanitary cotton

2021-03-03

Method UF Cream

A medicated cream that treats itchiness and skin irritation in delicate areas

Product directions and other info

Contents: 12g

Recommended retail price: ¥1,280

Indications

Itchiness, skin irritation, eczema, dermatitis, heat rash, chafed skin, diaper rash

Directions and Dosage

Several times a day, apply a thin layer to the affected area.

Usage and Dosage Warnings
(1) For administration to children only under the supervision and guidance of a guardian or caretaker.
(2) Avoid getting the product in the eyes. If the product gets in the eyes, flush immediately with lukewarm or cold water. If irritation or other symptoms are severe, seek treatment from an ophthalmologist.
(3) For external use only.
(4) Clean the affected area before application

Ingredients (per 1 g)

Active ingredient	Content	Purpose
Diphenhydramine	10 mg	Quickly relieves itchiness.
Ufenamate	50 mg	Reduces inflammation, including redness and bumps.
Glycyrrhetinic acid	3 mg	Reduces inflammation, including redness and bumps.
Benzethonium chloride	1 mg	Disinfects the affected area.
Tocopherol acetate	5 mg	Promotes blood circulation to promote healing in the affected area.

*Inactive ingredients: Stearyl alcohol, behenyl alcohol, white petrolatum, dimethylpolysiloxane, liquid paraffin, squalane, polyoxyl stearate, glyceryl monostearate, glycerin, 1,3-butanediol, citric acid, trisodium citrate, paraben.

2021-03-01

NONIO Toothbrush TYPE-SHARP / TYPE-RICH / TYPE-SMOOTH

Toothbrushes that reach every nook and crevice with the user’s preferred brushing sensation.

Size: TYPE-SHARP Regular Head;
TYPE-RICH Wide Head;
TYPE-SMOOTH Regular Head

Firmness: Soft; Medium

2021-02-24

SOFLAN Premium Deodorizer

More advanced odor prevention!
A fabric softener that bestows odor-preventing properties to clothing.*
Ultra-fine deodorizing ingredients penetrate deep into the core of fibers, forming an inner 3D coating that bestows long-lasting odor-preventing properties to clothing. This prevents the formation of body odor, including that due to sweat and age-related factors, as well as odor due to dampness, so that even socks are odor-free after a long day.

* Compared with an existing Lion product

Fragrances: Floral Aroma; Aroma Soap; White Herb Aroma; Fruity Green Aroma

Contents: 550ml bottle; 420ml refill pack; 1,260ml large-size refill pack

2021-02-24

SOFLAN Premium Deodorizer Extra-Concentrated Antibacterial Plus

From the SOFLAN Premium Deodorant lineup, which bestows odor-preventing properties to clothing,¹ a new, extra-concentrated formulation with the highest-ever volume of anti-bacterial ingredients.²
Suppresses 99.9% of bacterial growth³ to eliminate odor due to dampness, even when clothes are hung close together to dry indoors!

1. Compared with an existing Lion product
2. Among SOFLAN Premium Deodorant Zero products
3. Not effective against all types of bacteria

Fragrances: Refresh Savon

Contents: 540ml bottle; 400ml refill pack; 1,200ml large-size refill pack

2021-02-24

CHARMY Magica Quick Dry + (“Plus”) Antibacterial

Disinfects sponges, cutting boards and dishcloths!
A dishwashing detergent that helps water slide off dishes after rinsing for quick-drying and a clean finish

Fragrances: Clear Mint; Natural Herb; Clear Lemon

Contents: 220ml bottle; 570ml refill pack; 880ml large-size refill pack

2021-02-17

Bright STRONG Super Powder

A laundry bleach that not only brightens and deodorizes, but kills 99.99% of germs on clothing.¹ Even eliminates viruses!^{1, 2}
1. Not effective against all types of bacteria and viruses.
2. When clothes are allowed to soak in the bleach solution.

Fragrances: Citrus Fruity

Contents: 570g tub; 500g refill pack