Kao, a Japanese Consumer Goods Company, Announces Launch of Medicinal Heat-Retaining Toothpaste Next Month
Toothpaste Ingredients Generate Heat During Brushing, Gradually Warming the Mouth
Targeting Women with Gum Disease... Expected to Help Prevent Periodontal Issues
A Japanese consumer goods company has developed a toothpaste that keeps the inside of the mouth at 40 degrees Celsius for about three minutes after brushing.
According to Japanese media reports on September 29, Japan's Kao announced at a press conference in Tokyo on September 25 that it would launch the world's first "heat-retaining prescription" toothpaste in October, which can deliver a warm sensation of about 40 degrees Celsius to the mouth with just brushing. The product is named "Deep Clean Medicinal On-Gam Toothpaste." It comes in an 85g package, and the price has not yet been determined. "Deep Clean Medicinal On-Gam Toothpaste" contains "Allantoin Chloro Hydroxy Aluminum (ALCA)," an ingredient that helps restore gum tissue.
ALCA is a medicinal component in the toothpaste that protects the oral mucosa, prevents gum inflammation, reduces pain, and has a hemostatic effect. It is also used in cosmetics due to its ability to activate cellular activity, prevent skin roughness, and promote cell regeneration. Additionally, by using an anhydrous magnesium sulfate (as a base) non-aqueous heat-retaining prescription, the product provides a warming effect that lasts for about three minutes. Specifically, during brushing, the oil-soluble anhydrous magnesium sulfate reacts with moisture in saliva to generate heat. The company stated, "This is an original technology where warmth of about 40 degrees Celsius gradually spreads throughout the mouth. While brushing, ALCA penetrates deep into the gums. This contributes to the prevention of periodontal disease and leads to gums that are healthy in color and resilient."
Kao explained that this product was developed for middle-aged women suffering from gum disease. According to a survey conducted by Kao in July last year, more than 40% of women aged 40 and older reported concerns related to their gums. In total, 45% of respondents felt their gums were weakening or problematic. In particular, the number of women in their 40s worried about receding gums was more than twice that of those in their 30s. Among respondents in their 50s, gum concerns ranked fourth among oral health issues, and in their 60s, it ranked second.
A Kao representative explained, "Most existing toothpastes are used as a preventive measure to avoid suffering from periodontal disease. Therefore, Kao aimed to develop a product that people would want to use voluntarily, not out of obligation, and as a result, see improvements in their gums. That is how Deep Clean Medicinal On-Gam Toothpaste was developed."
This product is classified as a quasi-drug in Japan, and it is recommended not to use it for children under the age of six and to keep it out of reach of children.
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