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Objective of Introducing the New Product |
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The burden on eyes is increasing with the growing rate of Internet usage and more time spent using digital devices. Consequently, eye fatigue and itchiness are becoming more serious, especially for people in their 40s or older. Even among people in their 40s, the effect of aging on these discomforts gradually becomes obvious. According to a Lion survey conducted in 2012, respondents aged 45 to 49 were more likely than those between 40 and 44 to cite the effect of aging instead of prolonged use of the eyes as the main cause of eye fatigue (63% cited prolonged use and 81% cited aging compared to 67% and 60%, respectively, for those aged 40 to 44).
Lion has also confirmed that eye drop users aged 40 and older look for products containing ingredients that are beneficial to the eyes when making purchases.
In response to these findings, Lion is now releasing Smile 40 Premium eye drops. The 10 kinds of active ingredients contained in the product, including absorbable vitamin A, make it an effective ophthalmic remedy for alleviating eye fatigue and itchiness caused by prolonged use of the eyes and aging. |
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| (1) |
Lion’s proprietary new technologies enable 35,000 IU (international units) of absorbable vitamin A to be added—the highest amount on the market |
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Vitamin A helps normalize the visual function and direct workings of the cornea. Because vitamin A is not readily water soluble, it is essential to infuse eye drops with vitamin A and stabilize it in liquid form. Furthermore, it is important for relatively large amounts of vitamin A to be absorbed on the cornea when the eye drops are applied. For Smile 40 Premium, Lion has utilized its newly developed technologies to stabilize vitamin A and infuse high concentrations in eye drops, while also realizing greater absorbability of vitamin A on the cornea.
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| (2) |
Contains 10 essential active ingredients to alleviate tired and itchy eyes caused by aging and other factors |
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Three vitamins help alleviate eye fatigue and itchy eyes—vitamins A, E and B6 |
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Smile 40 Premium contains the highest amount of vitamin A—35,000 IU —among eye drop products on the Japanese market. Vitamin E has been added to stabilize eye cell membranes through its antioxidant and blood-flow stimulation effects, and vitamin B6 has been added to facilitate metabolism of the eye cells. |
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Two kinds of amino acids—Taurine and potassium L-aspartate—directly work on tired eyes and improve cell metabolism |
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Taurine accelerates cell metabolism in the eyes, and potassium L-aspartate assists oxygen intake in the pupils. |
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Contains neostigmine methylsulfate to help eyes adjust the focus of the pupils |
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This ingredient relaxes the eyes by directly acting on the muscles that adjust the focus of the pupils, thereby alleviating symptoms of eye fatigue. |
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Highly effective for alleviating itchy and bloodshot eyes |
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Smile 40 Premium alleviates unpleasant symptoms such as itchy and bloodshot eyes through the anti-histaminic effect of chlorpheniramine maleate, the anti-hyperemic effect of tetrahydrozoline hydrochloride, and the anti-inflammatory effect of epsilon aminocaproic acid. |
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Contains the cornea protection ingredient chondroitin sulfate sodium |
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| 3. |
Active Ingredients (per 100 ml) |
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| Retinol palmitate (vitamin A) |
35,000 IU |
| D-alpha tocopherol acetate (naturally occurring vitamin E) |
0.05 g |
| Pyridoxine hydrochloride (vitamin B6) |
0.03 g |
| Chondroitin sulfate sodium |
0.05 g |
| Taurine |
0.1 g |
| Potassium L-aspartate |
0.2 g |
| Neostigmine methylsulfate |
0.005 g |
| Chlorpheniramine maleate |
0.03 g |
| Tetrahydrozoline hydrochloride |
0.01 g |
| Epsilon aminocaproic acid |
1.0 g |
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Eye fatigue, blurring of the vision (when excess mucus is present), ocular diseases (as a prophylactic after swimming or when dust or sweat gets into the eyes), conjunctivitis (bloodshot eyes), itchiness of the eyes, blepharitis (inflammation of the eyelid), ophthalmia due to ultraviolet rays or other extreme brightness such as snow blindness, discomfort from wearing hard contact lenses |
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One to three drops, three to six times per day is recommended. |
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Contents and price
| Product Name | Volume | Retail price* |
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| Smile 40 Premium (category 2 medicine) |
15 ml |
1,400 yen |
| * Recommended retail price before tax |
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