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Japanese Marketers Push

October 4, 2006

TOKYO: Major Japanese manufacturers of personal care products are rushing to market their high-end toothpaste, shampoo and other goods to affluent shoppers in Southeast Asia.
Lion Corp. plans to market its upscale Dentor Systema line of products––including toothpaste, mouthwash and toothbrushes––in Malaysia, Singapore and other Southeast Asian nations starting in 2007. Prices will be set 30 to 50% higher than those of ordinary local products.
Kao Corp. has introduced its luxury Laurier F lineup of sanitary napkins and other feminine products, which it says are gentler on the skin, in Singapore and Hong Kong. Prices are 50 to 200% higher than competing brands.
Unicharm Corp. now sells the same Mamy Poko premium brand diapers it markets in Japan to Thailand, Malaysia and other countries.
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