Container and Packaging Development

Containers and packaging play a number of important roles. They are the face of Lion’s products, serving to convey the product’s appeal to customers. They are a tool, providing convenient functions in users’ everyday lives. After use, they become material resources through recycling. Similarly, packaging and container developers must play a number of roles, including designer, researcher, engineer and consumer while increasing the stores of knowledge and references they are able to draw on by paying attention to such things as housewares, fashion and interior design trends. We hold regular meetings that bring together a wide range of specialized staff, from junior employees to experienced veterans, to discuss development themes and design approaches from their diverse standpoints.

These meetings serve not only to hone container designs, but as opportunities for researchers to develop flexible minds open to different opinions and to cultivate deep insight.

Our goals are to implement universal design that makes products easy for consumers to use, achieve environment-friendly design that uses fewer resources and is readily recyclable, and achieve effective emotional design that will appeal to and excite consumers, all while providing products at a reasonable price point. To meet this goal, we focus our research mainly on consumer surveys, packaging materials science, three-dimensional computer aided design (3D-CAD) container design, design analysis using computer aided engineering (CAE), and packaging material evaluations and sensory evaluations using 3D-printed mockups and actual products.

R&D Case Study

Research Accomplishment—Container and Packaging Development

Container and Packaging Development

  • Environmentally Conscious Design Guidelines for Cosmetic Containers and Packaging (2022)

    Japan Packaging Institute (JPI)


    Yasuhiko Ide

  • Lion's Approach to Container Development and Environmental Considerations

    The Japanese Society of Printing Science and Technology
    Gravure Research Group 13th Mini-Symposium


    Yasuhiro Makimura

  • Japan Packaging Institute,Best Presentation Award
    「Pre-detergent for laundry Development of new shower caps」

    Japan Packaging Institute


    Syunsuke Kawanishi

  • Development of the MIGACOT toothpaste set for office use

    Japan Packaging Institute


    Hironobu Hara

  • Toward Horizontal Recycling of Toiletry Pouches

    JSDA Engineering Containers and Waste Technical Committee


    Masahiro Honma

  • Examples of Corporate 3R+Renewable Initiatives

    Ichihara City Environmental Council


    Isamu Oishi

  • JAPAN PACKAGING CONTEST 2020 Package Design Award

  • KINOSHITA Awards (43)[Research and Development Division] ;Japan Packaging Institute
    Look Plus Bathtub Cleansing

  • JAPAN PACKAGING CONTEST 2019 [Technical Packaging Award] ;Japan Packaging Institute
    Look Plus Bathtub Cleansing

  • JAPAN PACKAGING CONTEST 2019 [Toiletry Packaging Award] ;Japan Packaging Institute
    Kireikirei Medicated Hand Gel

  • Worldstar Winners 2020 - Household category;World Packaging Organisation
    Look Plus Bathtub Cleansing