With Essential Oils of Clove & Eucalyptus For Enhanced Cleaning and Fresh Taste
Fresh & White natural herbal Kayu Sugi extract toothpaste is growing in popularity. Kayu Sugi extract has natural plaque inhibiting and antibacterial properties for pure and clean oral health, in line with the Islamic way of life.  

Fresh & White has been in Malaysia for almost 25 years. Its formulation is developed by Lion Japan, the No.1 Oral Care -company in Japan, that is backed by 125 years of experience in oral care development & innovation.  Fresh & White is currently one of the top three toopthpaste brands in Malaysia. It is well-known for its uniquely refreshing and cooling sensation, symbolized by the iconic smiling polar bear.

Its increasingly popular Kayu Sugi extract variant is a natural, herbal toothpaste that combines natural Kayu Sugi extract as well as essential oils of clove and eucalyptus, with its innovative oral health formulation for the best of both worlds. Attractively priced to suit all budgets, Fresh & White Kayu Sugi toothpaste is an ideal choice for the whole family.

Kayu Sugi, or Miswak as it is known among Muslim users, is a chewing stick from the Salvadora Persica tree. Kayu Sugi has been used for thousands of years for oral hygiene in the Middle East, Africa and parts of Asia, and is a recommended oral hygiene practice for Muslims as part of the Islamic way of life.

Research support the traditional use of Kayu Sugi as it is scientifically proven to reduce tartar and plaque, fight germs & bacteria, prevent tooth decay and bad breath while ensuring healthy gums and strong teeth.

Clove oil has been traditionally used in dentistry for its analgesic and antibacterial properties, while eucalyptus oil has exhibited antibacterial properties against tooth decay causing bacteria.

Fresh & White Kayu Sugi contains Salvadora Persica extract to enhance the cleaning of teeth and gums. For a fresh taste to complement its herbal taste Fresh & White Kayu Sugi contains Kayu Sugi extract as well as essential oils of Clove and Eucalyptus.

All three herbal actives promote fresher smelling breath, and leave a long-lasting, pleasant mouth feel that will help you start the day feeling lively, and will protect your teeth and gums while you sleep.

Fresh & White has harnessed the power and scientifically proven benefits of natural oral health mainstays, and has enhanced it with a unique double fluoride and to promote triple cavity protection. Triple cavity protection includes Sugar Acid Protection, Cavity Prevention and Tooth Enamel Strengthening. Fresh & White toothpastes are sugar-free, to minimize the formation of sugar acids.

Fresh & White aims to brings quality oral care within reach of more consumers by offering better value through its affordable price point.
All Fresh & White toothpaste variants are certified Halal by JAKIM (Jabatan Kemajuan Islam Malaysia), making them safe for use by Muslims.

According to Ms. Loo Mei Fong, Senior Brand Manager, Marketing Division, Southern Lion Sdn. Bhd., Fresh & White Kayu Sugi is becoming a firm favorite among modern Muslim consumers who want the convenience of toothpaste for stronger teeth and fresher breath, but with the assurance of a Halal-certified natural herbal oral care solution that includes the trusted benefits of Kayu Sugi extract, and the essential oils of clove and eucalyptus.

"Young Muslim consumers are embracing products such as our Fresh & White Kayu Sugi variant because the science behind the natural herbal traditional remedies is strong, while the innovation is clear. It is a wonderful intersection between tradition and science, encouraged practice in Islam and convenience,”said Ms. Loo.

Fresh and White is also available in the Fresh Applemint variant. Fresh Applemint is a member of the mint family that has a sweet aroma of fresh apples. The smell and taste of Fresh Applemint is milder and more delicate than regular peppermint or spearmint, making it ideal for those who prefer a less ‘spicy’ taste, or a calming toothpaste before turning in for the night.

The six refreshing variants include the natural herbal range of Kayu Sugi; the mint range of Fresh Cool Mint, Extra Cool Mint and Fresh Applemint; and the anti-bad breath gel range of Fresh Blast Extra Fresh Gel and Whitening Gel.

Fresh & White toothpastes are available nationwide in 70g, 100g, 160g, 225g and 225g twin-pack sizes with prices ranging from RM3.30 to RM14.95.

About Lion Japan Corporation
Established in 1891, Lion Corporation Japan produces and markets innovative products that offer maximum value to both consumer and industrial users. Lion's wide-ranging consumer products encompass toothpastes, toothbrushes, cosmetics, soaps, shampoos, rinses, laundry detergents, dishwashing detergents, household cleaners, as well as pharmaceutical and food products. All of these products enjoy high brand awareness and major shares in their respective markets. In the industrial sector, Lion has built an enviable reputation as a producer of high-performance chemicals, used daily in a diverse array of industries.

Lion Corporation positions ‘Fulfilling a Spirit of Love’ as fundamental to its management, and thus contributes to the enrichment of the happiness and lives of people.

Lion Japan Corporation is the No.1 oral care company in Japan, with leading market share in both toothpaste and toothbrush category. We are doing more than just selling toothpastes and toothbrushes. We are also helping people to acquire good habits as part of their daily routines by offering accurate information and knowledge about oral hygiene.

Lion engages in personal hygiene improvement both in Japan and in the other countries in Asia where it has a business presence. We have developed toothpastes and toothbrushes that have new functions to meet the needs of the times, based on Lion’s strong technological capabilities and close collaboration with dental fraternities’ worldwide such as Osaka Dental University, Harvard University, Tokyo Medical & Dental University, Peking University and many more.

About Southern Lion Sdn Bhd

Southern Lion Sdn Bhd is a joint venture company between LION CORPORATION Japan and Lam Soon (M) Bhd. It started its operations in April 1987 and grown to today’s position with many leading brands line TOP, Bio Zip, Shokubutsu, Systema, Fresh & White and Kodomo. Southern Lion strives to continuously improve the quality of life of consumer by offering them products on innovative concepts at affordable process. 
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