Lion Japan Clinica Enamel Pearl Enzymatic Whitening Toothpaste (130g/4.3oz.) - Fresh Citrus Mint

A new medicated whitening toothpaste that uses a proprietary enamel care formula to help maintain strong, shiny, white teeth.

Features
1. Brushing with Lion’s proprietary "Enamel Care Formula" leads to strong, shiny, white teeth.
2. The fine foam reaches the entire oral cavity.
3. Available in two flavors:  White Floral Mint and invigorating Fresh Citrus Mint

1.	Objective of Introducing the New Product

		With the message of “cultivating strong teeth,” the Clinica brand has received high ratings for helping families to maintain healthy teeth.
		According to a survey conducted by Lion, in recent years awareness has been increasing among women in their 20s and 30s regarding the importance of such socially oriented health care as maintaining beautiful teeth. This heightened awareness has emerged amid changes in lifestyles affecting such areas as job-seeking, marriage, pregnancy, childbirth, childrearing and social interactions among mothers. Consequently, the survey reveals that the “beautiful teeth” that women of this age group are striving for are white, unaltered, natural-looking (like those of children), and intrinsically attractive with a pearl-like shine while also being healthy and strong. When the density of a tooth’s surface enamel decreases, tiny indentations form, causing teeth to become dull looking. Conversely, when enamel density is maintained at a high level, the tooth surface remains smooth and shiny (please refer to the reference information provided below for more details). Focusing on tooth enamel density while striving to promote healthy, beautiful teeth, Lion not only emphasizes removing grime from teeth, but helps users maintain high enamel density. Lion will release Clinica Enamel Pearl to meet the desire of women for beautiful, strong, shiny, white teeth. Featuring Lion’s proprietary “Enamel Care Formula,” this new medicated toothpaste dislodges and inhibits the reattachment of grime, while increasing tooth enamel density—and thereby preventing cavities—through the use of fluorine, a medicated fluoride that promotes re-mineralization.

2.	Product Features

	(1)	Brushing with Lion’s proprietary “Enamel Care Formula” leads to strong, shiny, white teeth.
		Step 1: Thoroughly dislodges grime The large- and small-sized “Double Scrub”1 thoroughly removes stains (colored grime) from between the tiny indentations on the surface of teeth , while Lion’s proprietary active ingredient dextranase enzyme2 chemically breaks down and dislodges plaque (see Image 1). 1.Anhydrous silicic acid (cleaning agent) 2.An enzyme for dissolving plaque that is a proprietary development of Lion. It was the first enzyme in Japan to be approved as an active ingredient for breaking down and removing plaque, in 1979. Step 2: Increases tooth density Fluorine medicated fluoride3 increases enamel density in order to prevent cavities by promoting the absorption of calcium and other substances in tooth enamel (see Image 2). 3. Sodium fluoride   Step 3: Maintains beautiful teeth “Stain barrier components”4inhibit stains from reattaching to tooth surfaces (see Image 3). 4. Sodium lauroyl glutamate (cleaning agent)
	(2)	The fine foam reaches the entire oral cavity.
	(3)	Available in two flavors: cooling White Floral Mint and invigorating Fresh Citrus Mint

Usage:
Use only a pea sized amount of toothpaste on toothbrush. Gently brush the teeth and gum. Do not swallow.

Official site:
http://clinica.lion.co.jp/product/enamelpearl/index.htm

http://www.lion.co.jp/en/press/html/2012003f.htm

Cautions:

• If unusual situation occurs after use, please stop using and consult physician immediately. 
• If there is injury in the mouth cavity, please avoid using before it is recovered.
• If the product contacts with eyes, do not rub. Rinse well with clean water for at least 15 minutes. If unusual situation occurs, consult ophthalmologist immediately. 
• If the product stains on clothing, rinse well with clean water immediately. 
• This product does not stain or blacken the teeth.