Lion : Creating Healthy Living Habits (16.5MB)

Creating Healthy Living Habits

Creating Healthy Living Habits

Sustainability Material Issues ２ Creating Healthy Living Habits

Basic Approach

The Lion Group, in providing daily commodities and services, plays an important role in society, and we believe that enhancing basic living habits that directly contribute to health, like tooth brushing and hand washing, is at the core of our value creation. As awareness of and social demands related to health and hygiene continue to grow, we will contribute to the creation of healthy living habits for 1 billion people in our business areas by further promoting and advancing our purpose, "Make a difference in everyday lives by redesigning habits: ReDesign."

The Lion Group's initiatives leading up to 2030

Initiatives

Initiatives to Establish Oral Care Habits

Initiatives to Establish Cleanliness and Hygiene

Habits

The Lion Group's Social Contribution Activities

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Creating Healthy Living Habits

Initiatives to Establish Oral Care Habits

Sustainability Material Issues ２ Creating Healthy Living Habits

Approach	Preventative Dentistry (Self-Care)	Preventative Dentistry (Professional-Care)
Inclusive Oral Care	Research and Academia (Preventive Dentistry Research)

Approach

To date, the Lion Group has worked to establish tooth brushing habits to maintain and improve overall oral health, including the prevention of cavities and gum disease. With the theme of "realizing healthy minds and bodies," we will strive to evolve the idea of preventive dental habits through self-care that can be done at home as well as professional care through the guidance of dentists and dentistry experts. We will make use of AI and IoT to promote enjoyable preventive dentistry* habits, while also broadening our solutions in other ways to benefit the lives of people. Furthermore, we will work with local governments to promote preventive dentistry habits with people whom we previously have not been able to focus on. By providing people with opportunities to engage in proper oral care, we will realize "Creatinghealthy living habits."

* The idea is that preventive dentistry focuses not on waiting to treat cavities until after they form, but preventing them before they can occur.

Preventive Dentistry (Self-Care)

Self-Care(Self-Implemented Preventive Dentistry)	Tooth brushing Song, Videos and Posters
Promoting After-Lunch Tooth Brushing	Promoting the Use of Dental Floss
Promotion of Periodic Toothbrush Replacement and Recycling
Development of Products and Services Using IoT and AI
Educational Activities to Promote Oral Care at Specific Life Stages
Developing Oral Healthcare Leaders	Corporate Oral Care Seminars

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Self-Care(Self-Implemented Preventive Dentistry)

Even if you take care to brush your teeth carefully, without the proper knowledge and techniques, you can still end up leaving plaque behind. Establishing daily self-care habits in line with the principles of preventive dentistry is key to effectively managing and maintaining oral health.

The Lion Group is implementing a range of initiatives to promote brushing techniques that effectively remove plaque along with new habits that help foster awareness of preventive dentistry based on an understanding of one's own oral conditions.

Tooth Brushing Song, Videos and Posters

In order to help elementary school-aged children acquire correct and thorough tooth brushing habits in a fun way, Lion has created a tooth brushing song with lyrics about the steps of tooth brushing, videos featuring the song as well as posters with the brushing steps. One of the videos is instructional and teaches children the proper brushing method and steps, and another is a fun animated version for children to watch once they have learned how to brush.

"Ee, Ha" Tooth Brushing Song Lyrics and Composition: Yoshida Yamada

Download the lyrics [Japanese]

Video (instructional version) [Japanese]

A dental hygienist teaches key points and demonstrates the brushing steps while following along with the song.

* Recommended for children who are still learning how to brush.

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Video (animated version)

This animated video is designed to help children enjoy forming tooth brushing habits.

* Recommended for children who have already learned how to brush.

Art: Yoshitaka Yamada (Yoshida Yamada)

Tooth Brushing Steps Poster

Children can check the steps and key points of tooth brushing with the lyrics on the poster. Character design: Yoshitaka Yamada (Yoshida Yamada)

Download A version [Japanese]

A version [Japanese]

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Promoting After-Lunch Tooth Brushing

Lion is advancing initiatives to promote after-lunch tooth brushing, aiming to help establish the habit of brushing three times a day.

With more women entering the workforce, the employed population in Japan has been steadily rising. Today, approximately 60% of those over the age of 15 are employed (Fiscal 2018 Labour Force Survey, Japan Statistics Bureau). While many consumers spend their afternoons in the workplace, only 40% of workers in offices and similar environments report regularly brushing their teeth after lunch, while another 22% report wanting to but not actually doing so (Lion survey).

To address the needs of working people, Lion launchedMIGACOT , an oral care set designed for tooth brushing at the office that includes a cup. Lion is promoting this product along with educational activities to spread the mindset that brushing one's teeth after lunch is a normal part of the workday among as many people as possible.

Related Information: Co-Creation Space: point 0 marunouchi (Demonstration 1: Office toothbrush set)

Promoting the Use of Dental Floss

Under the theme "Taking preventive dentistry a step forward," we promote initiatives to communicate the necessity and benefits of preventive dentistry.

One of the key points of effective oral self-care is to completely remove all dental plaque. Only about 60% of the plaque that forms between the teeth can be removed using a toothbrush alone. The combination of toothbrush and dental floss, however, improves plaque removal by 50%.

In addition to providing products for children old enough to floss (those in elementary school and above) and other consumers who may not be used to using dental floss, Lion carries out activities to promote the necessity of using dental floss and correct flossing techniques.*

• Lion holds the Oral Health Event of Tooth Brushing for Children every year to provide a fun opportunity for elementary school students to learn how to use dental floss and brushing techniques suited to the arrangement of their own teeth.

CLINICA ADVANTAGE Smooth and Slim Floss

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