The Color White
Curtains rustling in the breeze, a freshly washed T-shirt.
Plates on the dining table and your usual toothpaste.
There are many white things in our daily lives.
Since our founding, we have created andprovided products like toothpaste,
detergent, and pharmaceuticals backed by the researchthat is the foundation of our business.
The color white symbolizes healthy,
comfortable, clean, hygienic and safe living.
We hope that we can continue to support people’s lives
in the ever-changing world of today,
tomorrow, and every moment.
Today, researchers wear white and stand tall.
We will continue to take on the challenge,
thinking of you and your loved ones’ health every day.

—— L I ON R &D

Becoming an advanced daily healthcare company
to realize healthy minds and bodies for all

Lion R&D Framework
Becoming an advanced daily healthcare company
consistently pursuing innovative R&D
Since its founding on October 30, 1891, Lion has worked closely with consumers
to better their daily lives, accumulating knowledge along the way. Our
relationship with consumers is rooted in the role our products play in their daily
lives. This is the greatest strength of Lion R&D.
Moreover, our many original technologies support product development fromthe ground up. We continue to take on the challenge of creating new value thatwill enable better habit creation and thus contribute to better lives for people
as well as a sustainable society.
We aim to accelerate these initiatives by leveraging our unique strengths toengage in innovative collaboration, not only across departments, but also beyond
Lion. We seek to make tomorrow even more comfortable than today.
We will continue to enthusiastically pursue R&D every day with an eye toward
the further evolution and development of healthcare and the creation of better
habits through products and services only Lion can provide.

Consumer
Research-Oriented
Research Activities
Through its research, Lion aims torealize healthy minds and bodies
for all and to contribute to people’s
health, comfort and cleanliness ineveryday living.
Our goal is to become a leading
company in advanced daily
healthcare by creating new value
through a combination of basic
technology research that supports
our technological development
capabilities—in areas that include
oral science, interface science, life
science, flavor and fragrance,
analytical chemistry andenvironment and human safety—
with our strengths in consumer
research and a wide range of
product development research
while promoting digitaltransformation and open
innovation.

“Becoming an advanced daily healthcare company”

Achieve healthy minds and bodies for all
by making everyday habits more natural,easy and enjoyable

Research Areas Where We Create New Value
Basic Technology
Research

Product Development
Research

Oral science

New Research
Initiatives

Dental and oral
careInterface science

DX
Open innovation

Body care

Life science

Medicated care

Flavor andfragrance

Living and fabriccare

Analyticalchemistry

Containers andpackaging

Environment andhuman safety

Consumer Research03

L ion R&D Framework

04 – 05

L ion Products,
Side by Side with People

06 – 07

L ion R&D : Part of Our Lives

08 – 09

Technology and Research toCreate Future Living Habits

10 – 11

Bringing Healthy and Comfortable
L ifestyles to Asia and the WorldFor more information about Lion’s research and development,
please visit our website.

Published August 2022

Lion Corporation

R&D Facilities
in Various Regions

C ON T EN T S

L ION CORPORATION
Research & Development
Headquarters

7-2-1 Hirai, Edogawa-ku, Tokyo 132-0035, Japan

https://www.lion.co.jp/en/rd/

In Japan, Lion pursues R&D at
the Hirai Research Center(Edogawa-ku, Tokyo) and the
Odawara Research Center(Odawara City, Kanagawa
Prefecture). In addition, Groupaffiliates maintain fivedevelopment bases in Asia where
researchers are posted to work or
on shorter business trips incollaboration with each other for
speedy development.
By broadening our vision toencompass the globe, we willleverage the synergy of the LionGroup’s R&D to contribute to therealization of healthy minds andbodies not only for the people of
Asia but all the world.

( Korea )Lion Innovation
Center ( Shanghai )Co., Ltd.

Japan / Kanto Region
Domestic ResearchCenters

Lion Corporation( Thailand ) Ltd.

Southern L ion
Sdn. Bhd.

OdawaraResearch Center

Hirai
Research Center

P T. Lion Wings

03

130 years of continuous contr ibution to health, comfort, cleanliness,hygiene and the environment

Since its founding, Lion has worked together with consumers to propose
new habits that contribute to healthy lifestyles. The following is a look back at
significant changes affecting society and lifestyles that we have observed,
and the products we have developed through our proprietary technologies.

Lion Products, Side by Side with People

1891 -

1960 sFounding

1923

Great Kanto
earthquake

1945

1964

PostwarIncrease in incidence of dental cavities since
the Meiji era (1868-1912) due to dietary changes

1980 s1973

Tokyo Olympics

Detergent foam pollution
issues (1960s)

Established the Lion
Dental Clinic forChildren, Japan’s first
pediatric dental clinic

1995

First oil shock

Great East Japan Earthquake

Diversification of lifestyles

River pollution issues

Growing hygiene awareness in the wake of O-157 (E. coli) food poisoning outbreaks
Growing concern about global warming and extreme weather events

More frequent red
tides caused byeutrophication

Foam from sewage
treatment plants

2011

Widespread adoption of cell phones
and the Internet

Increase in the percentage of women in the workforce
Eutrophication
issues (1970s)

2020 sGreat Hanshin-Awaji Earthquake

Diversifying oral health issues

Period of rapid economic growth. Raid uptake ofelectric washing machines, refrigerators andtelevisions across households. With the spread ofwashing machines, synthetic detergents replacesoap powder for washing clothes.

Held the Oral Health
Event of Tooth Brushing
for Children

2000 sCornerstone Products of Lion’s Development
1896

1920

194 8

1956

1970

1980

19 81

1997

2012

Lion Toothpowder

Plant-derived Lion
Laundry Soap

Lion F Cream

Lipon FWhite & White Lion

Murin TOP

CLINICA Lion

KireiKirei
Medicated Hand
Soap

LOOK* BathAntimold Fogger

CL INICA Advantage

Lion’s first toothpaste. We
were particular about quality
and used calcium carbonate
imported from Germany andflavorings made in the U.K.

Japan’s first plant-basedlaundry soap for householduse. Developed using
soybean oil and coconut oil
derived from our proprietaryfats and oils research.

Japan’s first fluoride
toothpaste. It was a pioneerof functionality-oriented
products.

Japan’s first kitchen detergent
for washing fruits, vegetables
and tableware. Developed toaddress health problems
caused by parasites onvegetables, this product helped
create a new habit of washingvegetables with detergent.

Featured the first laminatedtube developed for
toothpaste. The new tube waseasy to squeeze and became
the standard for toothpaste
packaging.

Powder laundry detergent
developed using Lion’s
proprietary knowledge andtechnology. This product achieved
both environmental friendlinessand superior detergency througha phosphate-free formulation
utilizing enzymes.

The world’s first toothpaste
containing the plaquedegrading enzyme
dextranase (active ingredientin quasi-drugs) to prevent
tooth decay.

Developed in response to theoutbreak of E. coli, a hand soap
containing an antibacterial
agent. Lion’s unique approachof making hand washingenjoyable has solidified handwashing habits.

An effective new way to clean
the bathroom. Silver ionssterilize the entire bathroom
and prevent black mold.

A toothbrush that emits a“click” to alert the user when
they are brushing too hard,
preventing over-brushing,which can lead to gingival
recession.

( Phosphate -free TOP )2019
2

NEX T STAGE
Toothbrush*1

Representative Products from Each Category
1966

1976

Mama Lemon

LOOK Cleansers
for Toilet and BathSmooth-on-the-skindishwashing detergent.
Innovative lotion-type
detergent in atranslucent bottle.

189 3High detergency andsafe householdcleansers, and thefirst products in the
LOOK line.

A new type of bathdetergent. A productwith an ingenious
container andneutralization cleaning®
technology that allows
the user to clean the tub
with no scrubbing.

in
Daily Living

TOP with
Enzyme Power
Powder laundry detergent.
Encapsulated enzymes andproprietary surfactants
provide high detergency.
Registered as an item of
Future Engineering
Heritage in 2016.

2001
Heyaboshi(Hang-to-Dr y Indoors) TOP
Powder laundry detergent for indoor
drying. Solves the need to eliminate
odors due to dampness by identifying thecauses of odors and utilizing enzymes.

04

1 In July 2022, the name was changed to CLINICA PRO Toothbrush.

20 03

Stoppa EX
Antidiarrheal

Kohyo Soap

Emeron Shampoo

Halix 55

A groundbreaking
shampoo. At a time when
powder packaged shampoo
was the mainstream, Liondeveloped liquid shampoo
in bottles and led themarket shift.

A poultice withenhancedanti-inflammatory andanalgesic effects. This
poultice utilizes PAC-55,
a high-water-content
base material, andoptimized pH to provide
relief from muscle
stiffness and pain.

KireiKir ei
Medicated Hand
Conditioning Soap

1979

CleanlinessandHygiene198 4

Beauty soap. The firstsoap manufactured
and sold by Lion.

2020

2018
LOOK Plus BathCleansing

1965

Made with a new
formula that creates amoisture barrier thatremains on the hands
after washing in addition
to disinfecting.

2014

PhysicalCleanlinessandHygiene

2017

CLINICA Kid’s
Toothbrush
Toothbrush created forchildren. By combining
plastic and rubber,
we created a toothbrushwith an easy-to-bend,
hard to break safety
handle.*3Ban
Sweat-Blocking
Roll-On

1973

1992

BUFFERIN Luna

Dash

Seseragi

Japan’s first antipyretic
analgesic with a double
formula combining
ibuprofen andacetaminophen.

Powder laundry
detergent. Contains
AOS, a surfactant
with excellent
biodegradability that
Lion was the first in theworld to industrialize.

Japan’s first
phosphate-freepowder laundry
detergent. A productat the head of the
movement to reduce
phosphorus content,
a cause of red tides.

EmeronShokubutsuMonogatari

For relief fromdiarrhea. Proprietary
formula and tablet
molding for fastdisintegrating tabletsthat can be taken
without water.

200 9

HealthEffective perspiration
control. The firstunderarm sweat control
product utilizing thenano-ion antiperspirant
ingredient ACH.

BUFFERIN
Plus SAn antipyretic analgesic
with FASTab technology,
which quickly
disintegrates the tabletsfor rapid efficacy.

2016

2017
2020

Hadakara Body
Soap
Japan’s first body soap
with a moistureadsorption formula that
ensures moisturizer is
not washed away.

2 In March 2018, the brand name was changed to LOOK Plus.

1967

20 0 6

3 For ages 0–2 and 3–5.

Smile MedicalA DX

Method W.O.
Cream

Unique formulation with enhanced
penetration of vitamin A, a cornearepairing ingredient. Highly
effective eye drops for various
symptoms such as dry eyes.

An ointment to treat
itchiness and skinirritation that is easy
to apply to just theaffected area.

2022

NONIO
Mouthwash

Environment( Plant Story)
Beauty soap. Using aproprietary high-purity
distillation process, wedeveloped a highquality beauty soap
with 100% plant-based
raw materials as thewashing ingredients.

1996

CharmyCompact

Refill eco PACK2010

The first environmentallyfriendly refill packs in the
Lion’s oral care lineup.

TOP
NANOX
Liquid laundry detergent
containing Lion’s
proprietary MEE plantbased surfactant.
Achieves excellent
detergency with a muchsmaller volume.

Computer-aided
engineering was used
to optimize thecontainer shapeand achieve theworld’s thenlowest ultra-lightweight in arefillable
container.

05

24 hours a day, 365 days a year

Looking around your home, you might find more Lion
products than you expected. To support better living
24 hours a day, Lion continually conducts researchand development with the consumer in mind.

Lion R&D: Part of Our Lives

Supporting Your Own
Healthy Days
While working on the essential
elucidation of life phenomena, we are
studying technologies for “visualizing
physical condition” and developing
products and services with the aim ofmaintaining one’s own health condition.

Supporting Overall Healthfrom the Mouth Outward

Taking Care of Your Home
More Easily

The impact of the oral environment on overall
health in increasingly clear. Lion supports
health through research on oral tissue andoral flora as well as through the developmentof oral care products suited to individual oral
conditions and habits.

Lion continues to analyze the actual state ofgrime lurking in our homes and is exploringproducts to take care of these issues. We
propose new cleaning habits that expand
effortless cleaning and make it easy tomaintain a comfortable living environment.

Supporting Your Daily
Life by Enhancing
the Comfort of Clothing

We are studying combinations of active
ingredients based on pain mechanism
research and formulation designs thatwork faster. We have developed
technologies for eye drops to enhance
vitamin A functionality, to make thempreservative-free and to stabilize the tearfilm lipid layer. We are also developing
highly effective products for eye fatigue,
blurred vision and eye dryness.

Reducing CO2
by Improving
LIB performance

We are pursuing odor elimination
technology based on investigations into
the mechanisms causing unpleasantodors in laundry. In addition, to enhance
consumer satisfaction we are pursuingresearch in the field of laundry behavior.

Wash Your Body
Comfortably

MORNINGTo enhance the comfort of dailycleansing routines, Lion is pursuing theimprovement of foam quality from ascientific viewpoint. We are also
investigating a technology that helps
manage skin texture by controlling theadsorption of complexes generated bycharge reactions between surfactants
and polymers.

Demand for lithium-ion rechargeable
batteries (LIBs), including for electricvehicles and the storage of renewableenergy, is expected to increase to support
the realization of decarbonization. To
improve performance, we are conducting
research on high-performance electroconductive carbon black, which plays an
indispensable role in LIB function.

Earth-Friendly,
Environmentally
Conscious R&D

EVENING

06

Assist Healthy Lives with
Pharmaceuticals

We are also developing technologies toreduce environmental impact across all
product life cycles, from productresearch, manufacturing, distribution
and delivery to disposal after use. The
creation of resource-conserving refillable
containers and high-concentration
formulations are examples of these efforts.

Housework Made Easierand More Comfortable

Supporting Health from Clean Hands

Washing the dishes every day quickly and inevitably leads to thedrain becoming dirty. There are many cleaning tasks in the kitchenthat must be kept up with. Through the development of stain removal,
stain prevention, quick-drying and other technologies, Lion offers new
ideas that lessen the tedium of housework.

Hand washing is an important part of preventing infectious diseases.
We contribute to the realization of a hygienic society not only throughthe development of products such as hand soap and hand sanitizers,
but also through the development of information and educational
activities aimed at disseminating proper hand washing methods.

07

Lion R&D continues to work diligently, pursuing not only new product development,
but also the further evolution of the fundamental research that supports such products.

Lion’s determination to contribute to the important daily lives that people cherish

Technology and Research
to Create Future Living Habits

Lion’s fragrance creation technology creates
experience-based value.
The power of fragrance to convey a worldview
as well as a product’s functionalityease of use, fragrance plays a role increating a functional value thatconveys product features andemotional value that resonates withcustomers. To design and develop
such experience-based values, weplace the highest priority on
understanding consumers, and focus
on psychological research and global
trends on a daily basis.
In recent years, we have beendeveloping new flavors for children
using our proprietary mint
technology in the hope that they will
acquire good oral care habits andgrow up healthy as well as that
toothbrushing will become a time todeepen the parent-child bond.

Natsume Hagimori
Since joining Lion, I have been
involved in the development ofmany flavors as a flavorist andhave studied the effects on the
body and emotions of aroma
taken in through the oral andnasal cavities. Fragrance isintegrated into our lives invarious ways, and is an elementthat helps build prosperous lives
by adding to the accumulation ofsmall daily doses of happinessand the promotion of a healthy
future through healthy habits.
Therefore, I would like to strive
towards understanding
consumers, improving myfragrance creation skills andimproving technology forproving effectiveness, and thento pursue the realization ofaroma and flavors that directly
affect the brain and emotions.

C A SE 3

Tackling the unknown
microscopic world!
Microbiological Science for
Cleanliness and Hygiene

Oral Science Enables
a Rich Life of Eating,
Conversing and Laughinga vast wealth of safety information
accumulated through many years of
product development and theimplementation of global-standard
safety evaluation technologies.
We are also actively taking on thechallenge of developing new
evaluation methods. Examples
include the development ofevaluation methods that make fulluse of technology to extrapolate
results based on past test
information and the establishment of
new test methods in fields where
alternatives have yet to beestablished. These efforts are also
supporting the development ofevaluation techniques that do not
involve the use of animals.

The advancement of safety
evaluation technology should be
addressed from an international
perspective, including throughmutual collaboration, a trend thatshould intensify moving forward.
We are committed to improving
safety evaluation standards
across the industry in addition toensuring the safety of our own
products by keeping abreast ofinternational trends in a timely
manner, which will lead to a safer
life for our customers.
Creating better habits depends
on products that can be usedsafely. We will develop safety
evaluation technology that can
flexibly respond to innovative new
products, and I want to be part of
the foundation for the future thatwill enable us to propose many
new habits to our customers.

https://www.lion.co.jp/en/rd/topics/

Lion has a long history of
microbiological research, including
the successful mass production of
penicillin at the Kobayashi
Bacteriology Laboratories,* which
was triggered by research on oral
bacteria. We have expanded to themicrobes in the house and the body,and have recently utilized nextgeneration sequencers to gain new
insights into the bacteria that cause
odors and the relationship between
oral flora and gum disease. We arealso developing technologies to kill,suppress, inactivate and remove
bacteria, fungi and viruses, as well as
infection risk simulations.

Since the launch of Lion Toothpowderin 1896, Lion has consistently
contributed to the establishment of
toothbrushing habits. Throughout ourhistory, we have developed products
based on evidence through theskillful use of ingredients, clinicalstudies to prove efficacy, and theintroduction of the most advanceevaluation equipment.
Currently, we are developing newtechnologies and obtaining evidence
to help more people keep their teeth
beautiful and healthy, with a focus on
the benefits these developments canprovide for consumers.

C A SE 4

Kyoko Ahiko

Technical and safety information is updated
according to global standards.
For people’s safe and secure lives

For more information on Lion’s technology,
please visit our R&D website.

Microbial Science Field

Takeshi Takizawa
From a microbial science
perspective, in addition to
microbiological analysis, I havebeen involved in the quality
control of the products in Japanand other countries and thesafety control of laboratories.
There are still many unknowns
about bacteria and viruses. I willcontinue to develop our
research and technology, andLion will keep on aiming to be acompany that can be relied on
for hygiene and cleanliness aswell as infection prevention.

A predecessor of one of Lion’s research centers

Safety Evaluation Field

C A SE 2

The Safety Science Research Division
is responsible for confirming productsafety and collecting safety
information from the productdevelopment stage through the postmarketing stage. We play an importantrole in ensuring the safety and securityof all those who use our products.
Lion offers high-level evidencebased safety evaluations that draw on

https://www.lion.co.jp/en/rd/station/

Fragrance Creation and
Evaluation Technology Field

C A SE 1

Lion’s proprietary evaluation
technology and commitment toquality in fragrance, including naturalmint, have been passed on to our
researchers as part of our DNA since
our founding.
In addition to enhancing products
to meet preferences and improve

Researchers taking on technological innovations
can be accessed at R&D Station.

C A SE 5

Contributing to Healthy
Living by Unraveling Various
Phenomena throughAnaly tical Chemistr y

Analytical chemistry is an importantfundamental technology that
contributes to all kinds of research anddevelopment, from the identification of
unknown components and functional
ingredients to hypothesis testing of
their effects, and even the elucidationof biological phenomena.
Recently, we have been working toelucidate biological phenomena bymaking full use of metabolomics
technology,* aiming to fundamentallycontrol physical disorders that differ
between individuals. We hope to discovermetabolites that indicate intervention
points for malfunction control andthus provide new, preventive habits.

Hard Tissue
in the Oral Science Field

Chika Akabane
We were one of the first to
launch a formulation focusing
on the tooth roots, which are athigh risk of caries. I’d like tocontinue to understandconsumer problems related tooral health and its changes andhelp develop technologies toprovide leading-edge oral careand thereby enable people toenjoy eating, conversing andlaughing throughout their lives.

Analytical Chemistry Field

Atsushi Sato
I hold monthly analyticalchemistry consultation meetings
so that everyone can become
familiar with analyticalchemistry and use it as a means
to solve various problems. With
analytical chemistry as myfoundation, I would like to help
improve consumers’ quality oflife by providing products andhealth management services
that lead to a better life for as
many people as possible.

Comprehensive analysis of metabolites in living organisms.

08

09

To better serve more diverse consumers and lifestyles, Lion is evolving its
glocalization strategy * and expanding its presence in Asia.
In research and development, our researchers are stationed at or travel to various
regions to work with regional research centers to develop products that are closely
tailored to local needs. Here is a glimpse of Lion’s global product development.

Research and Development Collaboration with Regional Research Centers

Bringing Healthy and Comfortable Lifestyles
to Asia and the World

6

A strategy to create a unique competitive advantage by integrating globalization and localization.

3

5

Lion’s Technology
Spreading Across Asia
TOPICSSouthern Lion
Sdn. Bhd.

4
Location87Plaque removal is an important step to prevent
cavities and gum disease. Lion has developed
toothbrushes with a thin head and slim neckthat improve maneuverability and allow forthorough cleaning of even the back molars.
We are marketing these toothbrushes acrossAsia. The bristle shedding and head strength
issues associated with products with thinnerheads are addressed with knowledge
accumulated through product development inJapan, while the specifications are tailored tomeet the needs and preferences of each region.

A SI A

2

The TOP laundry detergent brand boasts thenumber one share* of the laundry detergent
market in Malaysia. Malaysia is a multi-ethnic
society comprising diverse groups of people,
including those of Malay, Chinese and Indian
heritage, whose lifestyles and product preferences
vary greatly. To meet the diverse needs of thismarket, we are utilizing Lion’s knowledge andtechnologies to develop a wide variety offunctional products, including powder and liquid
detergent for various types of washing machines.
Market share research results ofa fiscal 2021 Lion survey.

3
1

TOPICS

Supporting Growing Trends Towards
Hygiene and Cleanliness

1

Lion Corporation(Singapore) Pte Ltd

Singapore

In Singapore, the number of people with sensitive
skin complaints is increasing due to changes in theenvironment, diet and lifestyle associated withurbanization, and the sensitive skin care market isexpanding. In response, we have utilized the findingsof dermatological research and worked in cooperation
with dermatologists to develop body soap, lotion anda moisturizing mist to control dryness and itchiness.

Entry into New Markets Becoming
More Active in Many Regions

Combining ideas based on local insights with existing technologies andknowledge, we are entering fields we have yet to enter in Japan and taking
on the challenge of nurturing overseas businesses as growth engines. The
SunoHada skin care brand for sensitive skin, AZZURA color cosmetic brandand the Smart Key electric toothbrush are examples of this.

10

Information current as of August 2022.

5

POISE
This UV care day cream for the face offers a smoothand light feel achieved through a unique powder
formula combined with the tone-brightening effectof plant extracts. This lineup includes four types of
facial washes with different functions.

A ZZURAA line of long-lasting color cosmetics that meetsthe unique needs of Muslims, who wash theirfaces before praying. To meet the tastes of local
consumers, we have developed six products
in a wide range of colors that include apigmented lipstick as well as a cushion
foundation with high coverage and a natural finish.

Location

Seoul

7.Lab

Lion Corporation( Thailand) Ltd.

Location

SALZ
This original mouthwash,
available in Thailand, wasdeveloped in response to growinginterest in herbal ingredients andoffers a harmony of salt andnatural ingredients derived from
Ayurvedic practices.

Dentor
The Dentor brand was launched toprovide better oral care
opportunities regardless of
economic level. This toothbrush has
a compact head and its soft, ultrafine bristles are designed to gently
clean every spot in the mouth. It
also features a rounded grip that iseasy to grasp with the whole hand.

Bangkok

In South Korea, the capsule detergent
market is expected to expand as
demand for convenient products rises
in line with income growth andincreasing concentration of population in
urban areas. Therefore, we developed acapsule detergent with triple care functions(anti-mite care, anti-dust care and fabric colorcare) that utilizes our unique washingingredient concentration technology.
7

Lion Corporation(Hong Kong) Ltd.

Lion Daily Necessities
Chemicals (Qingdao) Co., Ltd.

Location

Qingdao

China, with its fast-growing high-end oral care market, is avery important country for our overseas business.

Lion Corporation(Korea)2
Location

SunoHada

TOPICS

4

East Jakar ta

Indonesia is a key market in Southeast Asia for the
expansion of the beauty care category, and we areworking with the local affiliates to develop Halal products
and further explore local needs.

6

In response to the global pandemic, there is a growing trend towardemphasizing cleanliness and hygiene in many parts of the world. In
addition to expanding the KireiKirei brand to new countries and regions,
we are also developing new products, such as antibacterial detergents,
tailored to local awareness of cleanliness and hygiene. Regulations
regarding antibacterial, disinfecting and antiviral claims vary fromcountry to country, and we are working with local authorities andaffiliate companies to secure relevant evidence to respond appropriately.

Location

Johor Bahru

TOP

Localizing Toothbrushes withThin Heads Developed Using
Technology from Japan

PT. Lion Wings

Smar t Key
This electric toothbrush line offers three types of
replacement brushes (Clean, Gum Care, andWhitening) and five different high-speed vibration
modes for personalized brushing.

LighteeA whitening toothpaste that removes stains
accumulated in fine scratches on the dental
surface to make the teeth naturally bright andwhite. We have developed an unique flavor
based on beauty preferences and tastes in Japanand China. This is Lion’s first product to bereleased simultaneously in both countries.
8

Location

Hong Kong

NONIO
As consumers become more hygieneconscious, the number of mouthwash users
is increasing across Asia, especially in urban
areas. With technology developed in Japanas a starting point, we created an original
mouthwash for the Hong Kong market that
contains a high concentration of theantibacterial agent cetylpyridinium chloride.

Lion Home Products(Taiwan) Co., Ltd.

Location

New Taipei

DentorAimed at a demographic that values designand comfortable bristle contact, we worked
with a design company to create a distinctive
triangular cross-section handle with a rubbercoated neck. The combination of ultra-finebristles and a flexible neck provides gentle
brushing with just the right amount ofelasticity.

11