Lion to Release New and Improved CLINICA ADVANTAGE Toothpaste, A Total Care Toothpaste for Preventive Dentistry

Newly formulated with Lion proprietary ingredient TDS to disperse plaque, this toothpaste combines the three preventive dentistry essentials of removing plaque, helping fluoride remain on teeth and reducing bacterial growth.

Lion Corporation announces the February 17, 2016 nationwide release of new and improved CLINICA ADVANTAGE Toothpaste. In addition to Lion’s proprietary high-adhesion fluoride formula that helps fluoride remain on teeth, the antibacterial agent LSS, and the enzyme DEX, which helps break down plaque, this new formulation contains the plaque-dispersing cleaning agent TDS, which makes plaque even easier to remove. Together, these ingredients make new and improved CLINICA ADVANTAGE Toothpaste a total care toothpaste for preventive dentistry.

In recent years, nationwide initiatives to promote lifelong dental and oral health have gained increased momentum, as evidenced by the dental and oral health goals laid out under the government’s national health promotion movement Health Japan 21 (the second term), formulated in 2012. As a result, recognition of the term ‘preventive dentistry’ has grown (from 81 per cent in March 2014 to 91 per cent in June 2015), and the number of consumers practicing dentist-recommended self-care is also on the rise.

Lion is implementing ongoing educational activities aimed at promoting the spread and understanding of preventive dentistry. Since 2014, the CLINICA brand has offered products that enable self-care based on the concept of preventive dentistry, earning a solid reputation among consumers interested in such care.

Now, Lion is releasing the new and improved CLINICA ADVANTAGE Toothpaste, newly formulated to make preventive dentistry even easier.