#Japan #oral health #Minato #Haleon Japan #Schmidt

Schmidt's Decade of Success in Japan

Haleon Japan, headquartered in Minato, Tokyo, proudly announces that its toothpaste brand Schmidt has achieved the impressive milestone of being the top-selling toothpaste brand in Japan for ten consecutive years. This achievement reflects the unwavering support from customers who choose Schmidt daily, and the company is deeply grateful for this loyalty.

To celebrate this decade-long success, Schmidt will launch a special campaign called the "Thank You for 10 Years of No. 1 Sales" from July 1, 2026, to August 31, 2026, available in stores and on Schmidt's official social media platforms. This initiative not only recognizes the brand's customers but also underscores its commitment to oral health.

Brand Vision: Liberating Lives from Sensitivity

Schmidt operates under the brand vision of "Liberating all lives from sensitivity." This guiding principle aims to assist individuals in enjoying every day without the worries of pain or discomfort associated with sensitive teeth. Tooth sensitivity occurs when external stimuli affect the nerve endings in exposed dentin, leading to unpleasant sensations, often triggered by cold foods or drinks. Although many experience such symptoms, it's common for people to dismiss them as temporary, often delaying necessary care. Statistically, around 60% of the population in Japan suffers from tooth sensitivity, yet only about 15% actively seek treatment.

Addressing sensitive teeth properly is critical, even if the symptoms appear transient. Schmidt focuses on empowering individuals to take control of their dental health, promoting proactive care and the importance of understanding their oral conditions.

Product Development Rooted in Science

Schmidt is dedicated to developing products that not only relieve sensitivity but also help prevent gum diseases. The company has built a strong foundation on years of scientific research into managing tooth sensitivity. Since the launch of "Medicinal Schmidt ft" in 1997, the brand has expanded its product range to address diverse consumer needs, including gum disease care, whitening, and bad breath prevention.

This comprehensive approach has enabled Schmidt to evolve beyond just being a "sensitivity solution brand" into a leading name in oral healthcare. Their innovative product offerings are tailored to meet the varying demands of consumers, ensuring that everyone can find an effective solution for their oral health concerns.

Thanking Loyal Users with Exciting Campaigns

As a gesture of appreciation for achieving the ten-year mark as Japan's top toothpaste brand, Schmidt is rolling out a promotional campaign where participants have the chance to win a ¥10,000 digital gift. This campaign will serve to raise awareness about the importance of protecting against tooth sensitivity and enhance overall consciousness regarding oral health among consumers. Details about the campaign are available on the official website.

To learn more, visit the Schmidt campaign page at https://www.hagashimiru.jp/campaign.html.

Note: The designation of being the top-selling brand applies to the years from January 2016 to December 2025, based on cumulative sales figures as per Intec Research.

About Haleon Japan

Haleon Japan is the Japanese subsidiary of Haleon, a global leader in consumer health based in the UK. The brand epitomizes reliability in science and innovation, continually striving to improve everyday health with a deep understanding of human needs. In Japan, Haleon offers a range of oral healthcare products including Schmidt, Kamtect, Polident, and PolyGrip, as well as OTC pharmaceuticals like Contac and Voltaren. For more information, visit their website at https://www.haleon.com/jp.