Press Release

Lion Corporation, Japan

 

Established in 1891, Lion Corporation, together with its subsidiaries, manufactures and sells consumer and industrial products in Japan and internationally.

 

Lion Corporation is Japan’s biggest seller of toothpastes, and a major producer of other toiletries and soaps. Lion’s wide-ranging consumer products as well as pharmaceutical and food product enjoy high brand awareness and major shares in their respective markets.

 

For more information about Systema’s range of oral care products please go to

 

 

Systema Logo
http://systema.lion.co.jp/

 


 

Press Release in Japan in February 2011

 

Please note that both models of toothbrushes mentioned in  the Press Release is not available in Australia.  The article is meant as a reference point for Systema’s proprietary bristles.  In our range of toothbrushes, the Super Compact toothbrush has the similar 4 row head of bristles as Dentor Systema Haguki Plus Toothbrush.

 

Source  :  https://www.lion.co.jp/en/press/html/2011006f.htm

 

Lion to Release Two New Types of Dentor Systema Toothbrushes, the No. 1 Brand in Japan’s Toothbrush Market (1)

Dentor Systema Shikkari-Kegoshi (Core-Sheath Bristles) Type Toothbrush, which Provides Effective Brushing with its Core-Sheath, Super-Tapered Bristles

Dentor Systema Haguki Plus Toothbrush, which Provides Gentle Brushing of Gums with its High-Density Bristles

 

Lion Corporation (President Sadayoshi Fujishige) announces the nationwide release of two new additions to the Dentor Systema Toothbrush series on Wednesday March 23, 2011. The Dentor Systema Toothbrush series features super-tapered bristles that are 0.02mm at the tip (1/10 the diameter of regular toothbrush bristles). In contrast to conventional products, this feature makes it possible to reach the back of the periodontal pocket to remove grime and, in turn, treat periodontal disease.

 

The Dentor Systema Shikkari-Kegoshi (Core-Sheath Bristles) Type Toothbrush is a new toothbrush for those who need to treat periodontal disease. This product provides effective brushing owing to the development of Lion’s proprietary core-sheath, super-tapered bristles.

 

The Dentor Systema Haguki Plus Toothbrush is a new toothbrush for those who are concerned about their gums, delivering gentle brushing of the gums thanks to its high-density bristles.


Note (1). No. 1 sales proceeds in Japan for 11 consecutive years between 2000 and 2010 according to SRI data from INTAGE Inc.

 

 

  1. Objective of Introducing the New Products

     

    According to a field survey of dental problems conducted by Japan’s Ministry of Health, Labour and Welfare in 2005, over 80% of adults suffer from periodontal disease, leading to a heightened awareness of prevention-related measures.

     

    Released to the market in 1993, Dentor Systema toothbrushes feature Lion’s proprietary super-tapered bristles, which are 0.02mm in diameter at the tip. This feature makes it possible to penetrate deep within the narrow crevices of the periodontal pocket, between the teeth and gums, to effectively remove the grime that causes periodontal disease, delivering a high level of oral cleanliness. Dentor Systema toothbrushes have been the No. 1 selling brand in the toothbrush market in Japan for 11 years due to their high level of customer popularity.

     

    Amid this heightened interest in treating periodontal disease, Lion will release the Dentor Systema Shikkari-Kegoshi (Core-Sheath Bristles) Type Toothbrush—a new toothbrush that provides effective brushing for those who need to begin taking care of the periodontal pocket—and Dentor Systema Haguki Plus Toothbrush—a new toothbrush that delivers gentle brushing of the gums for those who worry about their gums. Lion supports the treatment of periodontal disease by providing a selection of products in the Dentor Systema Toothbrush series that address this heightened consumer awareness.

     

  2. Product features

    Dentor Systema Shikkari-Kegoshi (Core-Sheath Bristles) Type Toothbrush

    1. The core-sheath, super-tapered bristles feature elasticity at the tips that enables effective brushing 

      The Dentor Systema Shikkari-Kegoshi (Core-Sheath Bristles) Type Toothbrush features a composite structure that is composed of a polyethylene terephthalate resin (PET) external layer and a polybutylene terephthalate (PBT) interior (see illustration below). Owing to this toothbrush’s super-tapered bristle, the tips effectively reach the periodontal pocket. Using PET resin to coat the interior produces elasticity that allows even the super-tapered bristles to deliver effective brushing. (Please refer to the reference material below.)

       

      < Cross-section of the core-sheath bristle >

       

    2. The reverse-u bristle pattern reaches the back of the periodontal pocket, effectively removing grime  

      The Dentor Systema Shikkari-Kegoshi (Core-Sheath Bristles) Type Toothbrush uses a reverse-u bristle pattern that features an open space at the center of the brush in order to fully utilize the elasticity of the core-sheath, super-tapered bristles. This design allows the super-tapered bristles to wrap around the teeth to reach the back of the periodontal pocket and effectively remove grime.

       

      < Reverse-u bristle placement >

    Dentor Systema Haguki Plus Toothbrush

    1. The high-density super-tapered bristles fit gently between the teeth and gums for soft, flexible brushing 

      The Dentor Systema Haguki Plus Toothbrush features thick bundles of bristles on the outer section of the brush head that fit gently between the teeth and gums, while narrow bundles of bristles placed on the inner section can reach into the periodontal pocket to effectively remove grime.

       

      < High-density bristles >

      Current four-row conceptCurrent four-row concept

       

      The Haguki Plus Concept

      The Haguki Plus Concept

       

    2. Dome-shaped, multi-level bristle placement can effectively reach into the spaces between the teeth and gums for effective brushing 

      Compared with the outer section, the inner section features high dome-shaped, multi-level bristles that allow the tips to reach to the back of the periodontal pocket, providing effective brushing.

       

      < Multi-level bristle placement >

       

    3. Contents and price 
      Product name Retail price
      Dentor Systema Shikkari-Kegoshi (Core-Sheath Bristles) Type Toothbrush Compact, medium No recommended retail price
      Compact, hard
      Ultra-compact, medium
      Ultra-compact, hard
      Dentor Systema Haguki Plus Toothbrush Compact, medium
      Ultra-compact, mediu

       

      *Standard lineup of Dentor Systema toothbrushes

      Product name Retail price
      Lineup of Dentor Systema toothbrushes Four rows Regular, medium No recommended retail price
      Compact, medium
      Ultra-compact, medium
      Large head, medium
      Three rows slim Compact, medium
      Compact, soft
      Straight handle Compact, medium
      Ultra-compact, medium

       

      (Compared with other Lion products)

       Dentor Systema toothbrushes Standard toothbrushes
       Bristle tips
      Image of toothbrush bristle tips entering the periodontal pocket Tip easily enters the periodontal pocket Standard brush tip has difficulty entering the periodontal pocket

      The Dentor Systema Toothbrush series features Lion’s proprietary super-tapered bristles that are 0.02mm at the tip (1/10 the diameter of regular toothbrushes). This design enables the bristle tips to easily enter the periodontal pocket to effectively remove grime.

 

Reference Material

 

The development of the core-sheath, super-tapered bristles on the Dentor Systema Shikkari-Kegoshi (Core-Sheath Bristles) Type Toothbrush

 

Periodontal disease occurs when gums become inflamed as a result of toxins produced by biofilm, which forms when periodontal disease-producing bacteria lodged in the narrow space between the teeth and gums multiply. Fully dislodging grime from such a narrow space, known as the periodontal pocket, is critical for preventing periodontal disease.

 

In order to produce toothbrushes that adapt to the oral cavity to provide effective treatment of periodontal disease, Lion’s Oral Care Research Laboratories undertook the development of new bristles that provide effective brushing for those who need to treat this disease.

 

Initially, researchers worked on developing bristles capable of providing an effective brushing while being able to remove grime from the periodontal pocket. It is generally thought that each bristle or bundles of bristles must be thick in order to provide this type of brushing. Yet, super-tapered bristles are essential for cleaning the narrow periodontal pocket.

 

In response, Lion launched a specialized bristle development project that conducted research into the various factors related to bristle materials and shapes. As a result, Lion successfully produced toothbrush bristles stronger than conventional ones thanks to the composite structure, which involves using bristles composed of two types of materials. Specifically, the stronger PET material surrounds a bristle interior comprised of PBT. Owing to this structure, bristle tips possess a high degree of elasticity, even when super-tapered to penetrate the periodontal pocket, facilitating effective brushing. In addition, the bristle tips can fully clean the narrow periodontal pocket owing to their strong grime removal characteristics.

 

The technology behind the composite structure plays a vital role in defining the Dentor Systema Shikkari-Kegoshi (Core-Sheath Bristles) Type Toothbrush. This product goes beyond conventional toothbrushes to enable effective brushing while providing a sensation of cleanliness produced by the bristle tips entering the periodontal pocket.

 

< Core-sheath, super-tapered bristles >