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Middle-class Asians reach for Lion's fancy toothbrushes

Lion promotes oral hygiene in China through one-on-one consultations and educational events, as it works to strengthen its position in the market.

TOKYO -- Japan's Lion is putting its money where Asian mouths are, pouring resources into high-end oral care products aimed at the region's middle class.

     The Japanese consumer goods maker is expected to post a record group pretax profit for the third straight year in December, thanks to strong sales of dental care products, such as toothbrushes and toothpaste.

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