■"Beauty toothpaste" that cares for teeth in the same manner as
skincare has become popular among women.
Lion's beauty aging care paste, platius creamy up paste helps
restore the original beauty of teeth through daily oral care by
dislodging the dullness buildup that increases their visual
age. Accordingly, platius creamy up paste has gained the
support of a significant number of women who have made brushing
teeth a part of their daily beauty routine. Since its release
in February 2010, platius creamy up paste has surpassed
cumulative sales of four million tubes (as of July 2012),
driving the market expansion of high-end whitening toothpaste
priced at ¥500 or above.
According to a Lion survey, women who use platius creamy up
paste brush their teeth for an average of six minutes and eight
seconds each evening, nearly twice as long as women who use
regular toothpaste. In addition, we received comments from
respondents that include: "Brushing with this product allows me
to have a leisurely beauty care experience while watching
television" and "the fine foam and rose fragrance gives me a
luxurious feeling." This feedback clearly indicates that
"beauty toothpaste" has become very popular.
■Lion proposes a new concept: "Tooth Beauty Step Care" that
elevates tooth beauty care to the level of skincare
There is increasing desire among women who use "beauty
toothpaste" for oral care products that are offered in the same
way as cosmetics. In response, Lion will release platius
beautiful teeth cleaner and platius beautiful teeth essence,
which, in combination with platius creamy up paste, offer a
three-step process to maintain beautiful teeth. Step 1: Coat
the teeth with platius creamy up paste to dislodge dullness
buildup. Step 2: Use the ultrafine, high-density bristles and
sonic vibrations of platius beautiful teeth cleaner to
effectively remove the dislodged dullness buildup. Step 3:
Rinse with platius beautiful teeth essence to maintain
beautiful teeth and protect against dullness buildup.
Through this set of three platius brand oral care products,
Lion proposes "Tooth Beauty Step Care," a new concept similar
to skincare that turns daily brushing into a spiritually
enriching beauty care ritual.