Lion Corporation (Japan)

Lion Corporation is one of Japan's leading consumer goods companies, making a variety of laundry detergents, oral care, personal care and pharmaceutical products. It is the country's #1 oral care business, with leading brands Dentor, Clinica and Systema, and markets best-selling laundry detergent Top and fabric conditioner Soflan. Other brands include Charmy dishwashing liquid and a wide variety of cleaning products under the Look banner. In the hair and personal care sector its leading brands include Free & Free, Shokubutsu Monogatari and Ban deodorant, and it also has local rights to gastro healthcare brand Bufferin. Despite its extensive portfolio, Lion has struggled to find the level of innovation demonstrated by its main rivals in this fiercely competitive sector. In pursuit of a younger market, it has repositioned its portfolio in recent years with an emphasis on naturally derived plant and vegetable products. That appears to have helped, with revenues and profits at record levels for 2016. Revenues that year were around $3.6bn. Little known in the West, the group has extensive interests across other parts of Asia, primarily Thailand, Malaysia, Korea and China. It remains heavily reliant on the domestic market. Itsuo Hama is president. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Capsule checked 24th February 2017

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