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Our five senses each affect one another in what is known as cross-modal perception. Because of this, olfactory stimuli can influence how we perceive the input from our other senses.
Lion has been researching cross-modal effects for more than 20 years. We study the ways that fragrances impact not just taste, but even touch, hearing and sight, and present our research findings at academic conferences.
In our development of toothpastes, which boast more than a century of history, we use only high-quality natural mint, designing flavors based on specific concepts and targets.
Our creation technology, which balances taste and aroma, is the result of combining scientific approaches and art with inherited traditional skills and techniques.
We design detailed evaluation methods for each product category from the consumer perspective for use in product design.
Mint Pride
The Search for Ingredients that Adsorb Well on Clothing
Analyzing Unpleasant Odors Is an Important Part of Our Research
Research on Cross-Modal Perception Effects Between Fabric Softener Fragrance and Container Color
Exploring the Influence of Fabric Softener Fragrances on Psychological State During Laundry Work: A Qualitative Study
Transactions of Japan Society of Kansei Engineering
2025/12
Kai Saito
Exploring the Value of Scent in Everyday Life through Neurophysiological Measurement and Qualitative Research: Aiming to Enhance the Value of Laundry
The Japanese Journal of Taste and Smell Research
2025/11
Kai Saito
Latent preference representation in the human brain for scented products: Effects of novelty and familiarity
NeuroImage, Volume 310, 121131
2025/04/15
Kai Saito (Joint research with Center for Information and Neural Networks (CiNet), National Institute of Information and Communications Technology (NICT))
Development of a quantitative analysis method for fragrances in a sample containing high concentrations of surfactants II — Liquid laundry detergent —
BUNSEKI KAGAKU
2024/06/06
Atsushi Sato
Development of a quantitative analysis method for fragrances in a sample containing high concentrations of surfactants I — Fabric softeners —
BUNSEKI KAGAKU
2024/04/05
Atsushi Sato
Extraction and analysis method for fragrances in high-concentration surfactants
FRAGRANCE JOURNAL 2023/9 No.519（Vol.51/No.9）
2023/09/15
Keita Sawada
Analysis of Brain Activity Related to Fragrance Preference of Fabric Softener for Clothes
The 55th Annual Meeting of the Japanese Association for the Study of Taste and Smell
2021/10/19-10/21
Kai Saito