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Lion Nonio is a new oral care brand designed to combat bad breath (halitosis), launched by major Japanese personal care manufacturer Lion. Presenting the prevention of halitosis as the main benefit, the brand targets consumers in their 20s and 30s. The effective marketing of Lion Nonio resonates well with its target consumers, significantly contributing to the brand's sales growth.
- The Lion Nonio brand significantly contributed to Lion's overall 2017 sales, registering sales increases of 37% in toothpaste and 82% in mouthwash in comparison to the year before.
- Targeting young consumers with bad breath prevention benefits is a smart concept, particularly in the mouthwash segment, allowing the company to reach a new audience.
- The brand understands the importance of designing packaging to gain traction among the target shoppers. Selling a positive lifestyle image also resonates with them.
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