Kenvue's recent announcement marks a significant achievement in the oral care industry. Their Japan-exclusive product, "Listerine® Total Care Periodontal Mild," launched on August 21, 2023, has surpassed sales expectations, reaching over 250,000 bottles sold in just three months. This achievement not only signifies the product's success but also its unique appeal to the Japanese market.
Emphasis on Japan-Exclusive Development
Understanding the specific preferences and needs of Japanese consumers, Kenvue focused on creating a product that caters specifically to them. This approach is evident in every aspect of "Listerine® Total Care Periodontal Mild," from its formulation to its marketing strategy.
Background and Market Analysis
Post-COVID-19, there's been a surge in oral care awareness globally, with a particular increase in Japan. Kenvue identified that the major hurdle for Japanese women in their 30s and 40s, a significant segment of the market, was the intense taste and strength of conventional mouthwashes. This insight led to the development of a product that balances efficacy with a milder experience.
Product Development and Appeal
Assistant Brand Manager Emi Hirose, spearheading the product development, emphasized the importance of catering to Japanese women, who are more prone to periodontal diseases due to hormonal factors. The "Fresh Bouquet" flavor, a blend of mint, fruit, and floral notes, was developed after extensive research and trials to appeal specifically to this demographic. The product's packaging, with its vibrant pink hue and floral design, further reinforces its Japan-centric appeal.
Unique Features Tailored for the Japanese Market
Reduced Intensity: A sensory expert panel has recognized it as having the least intensity among the Listerine® Total Care series, specifically appealing to the Japanese palate.
Custom Flavor for Japan: Developed from scratch to align with the preferences of Japanese women, combining mint, fruit, and floral flavors.
Advanced Oral Care Properties: It contains antibacterial and anti-inflammatory ingredients effective against biofilm and bad oral bacteria, addressing common oral health concerns in Japan.
Product Overview
Product Name: Listerine® Total Care Periodontal Mild (Japan-Exclusive)
Release Date: August 21, 2023
Volume: 1,000mL and 500mL
Benefits: Targets periodontal disease, cavities, bad breath, and more, with a mild flavor and sensation
Sales Channels: Exclusive to Japan through pharmacies, drugstores, supermarkets, home centers, and e-commerce sites
Customer Inquiries: Kenvue Customer Consultation Room (Toll-Free) 0120-101-110
Conclusion
Listerine® Total Care Periodontal Mild's success in Japan is a clear indicator of Kenvue's deep understanding of the local market. This Japan-exclusive product is a testament to the company's commitment to addressing the unique needs and preferences of Japanese consumers.
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