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In 2010, we clarified our philosophy as vision of a more specific business activities. The vision of "Needs and Quality" means uncovering new needs and proposing new values to meet the needs in the ever-changing age. And it means to keep improving the quality of safety that will be increasingly desirable. As concrete forms of this vision, we will promote "Design Innovation" and "Production Innovation".

Design Innovation
In terms of new needs of modern society, we will focus the department of design. And we will promote the brand construction and the product design or the package design that is based on the concept of " fun to use". Design feature is often overlooked until now in the field of oral care products. However, we aim to link it to modern needs.

Production Innovation
For improving the safety or quality of products, we will put the focus on the development of plant equipment and human resources. In addition, we will also promote the prioritization of the R&D for materials and molding techniques. We will struggle to the "health and safety" that is one of the most important factor in modern society.