Kodomo Lion the No. 1 Kids Toothpaste brand in Malaysia [1] that is backed by Lion Japan, believes in cultivating good dental habits in children from young to achieve healthy teeth for a happy smile. Kodomo means children in Japanese. Fittingly, the Kodomo Lion brand provides oral care solutions developed exclusively for children from 6 months to 12 years of age. It includes two toothbrush ranges that cater for different stages of oraldevelopment, and four variants of children’s toothpaste.
The need for an oral care campaign specifically targeting children and their parents is pressing as tooth decay scientifically known as dental caries[2] affects the physical and mental development of children, yet research studies done among Malaysian children estimates that between 7 out of 10 children in Malaysia have this oral health problem[3]. The brand launched the Kodomo Lion Healthy Teeth, Happy Smilecampaign that engages parents and children to make tooth-brushing a fun and healthy family bonding activity, where parents model good brushing behaviours to children to set them on the path to lifelong good oral health.
“As the number one children’s toothpaste brand in Malaysia, Kodomo Lion feels a duty to promote better oral health for children. The recommendations that they are making are based on years of research and development by LION Japan, the No.1 Oral Care company in Japan oral care products[4] that are suited for every stage of a child’s development for better long-term oral health.”
“Our campaign is simple, as kids need Healthy Teeth for Happy Smile. It is easy to achieve – equip them with the right toothpaste, toothbrush, technique and the ideal role model, their parents to learn from. With just a bit of effort, and some precious daily bonding time every child can have Healthy Teeth, Happy Smile for life. It is important to look after children milk teeth as it will pave the way for good healthy adult teeth,” said Southern Lion Sdn Bhd, Senior Brand Manager, Oral Care Division, Ms Loo Mei Fong.
Kodomo Lion will also collaborate with the Ministry of Health Malaysia to take this campaign to pre-schools. The brand has been working with schools in Johor for the past 20 years on children’s oral care, and will be expanding to other states. Kodomo Lion uses Lion Japan’s advanced dental technology to develop an advanced formulation “5% Xylitol + Active Fluoride” toothpaste which helps to restore mineral and repair early caries[5]. It strengthens teeth with extra effect of cavities prevention and aids in keeping children’s teeth strong and healthy. It’s low foam formulation indirectly encourages children to brush for longer, while its sugar-free formulation aids in reducing the formation of dental plaque for healthier teeth.
Kodomo Children’s Toothpaste comes in fun designs with Dr Lion and buddies and four sugar-free flavours (Strawberry, Grape, Orange and Apple) to make brushing effective and fun. To make brushing more effective Kodomo Lion has two toothbrush ranges – Kodomo Lion Progress, and Soft & Slim for different age groups. Both toothpaste and toothbrush are available nationwide at hypermarkets, supermarkets and pharmacies at the recommended selling price of RM3.40 to RM5.05.
[3] Wan Salina WS, Nizam A, Naing L (2007). The association of birth order and sociodemographic factors with caries experience among adolescents in Tumpat. Arch Orofac Sci, 2: 45-50.
[4] INTAGE SRI, No. 1 Company in Oral Care, Value Sales, CY2017
[5] Effect of a xylitol and fluoride containing toothpaste on the remineralisation of human enamel in vitro by Hiroshi Sano (Lion Corporation Tokyo, Japan), Syozi Nakashima (Lion Corporation Kanagawa, Japan), Yupin Songpaisan, Prathip Phantumvanit (Faculty of Dentistry, Thammasat University, Rangsit Campus Pathum Thani, Thailand)
