Lotte Co., Ltd. (Shinjuku-ku, Tokyo, President and CEO Hideki Nakajima, hereinafter Lotte) will launch "Dr.Playful", a toothpaste with the concept of "Toothbrushing, Made Fun. Fun Through Toothbrushing. Full-fledged Playful Care" on July 6, 2026 (Mon) as a new challenge for its Wellness Business Division. This oral care brand focuses on the reality that for many people, daily toothbrushing has become a routine of "just brushing" and proposes an unprecedented, exciting new value that transforms that time into "fun brushing" entertainment (Playful). As "Your Partner for Your Mouth" Lotte, it is a unique product that fuses functional and emotional value. It not only offers playfulness with vivid, colorful, impactful paste colors and unique flavor names never seen before, but also boasts solid functionality, positively transforming lives from the inside out. The lineup includes three products themed around unique characters: "Dr.Vampire", "Dr.Snowman", and "Dr.Alien". Through the unique worldview of each character and product, we deliver an unprecedented, playful new toothpaste that transforms daily toothbrushing into an exciting time.

Product Name

Dr.Snowman

Dr.Vampire

Dr.Alien

Flavor

COOOL MINT

BLOODY MINT

UNIVERSE MINT

Efficacy (Emphasis)

Whitens teeth (*)

Prevents bad breath

Prevents cavities (*)

Copy

GET COOL SMILE

NO FEAR GARLIC

COSMIC CLEAN

Suggested Retail Price (Tax Included)

1,650 yen

1,650 yen

1,650 yen

Net Content

90g

90g

90g

Paste Color

Snow Blue

Bloody Red

Universe Green

*By brushing

Why? Why is Lotte making a serious toothpaste now?

In the "100-year lifespan" era, oral problems such as cavities are said to be a "national ailment," and the importance of oral care is increasing, with the market expected to grow significantly. However, focusing on the existence of "indifferent individuals towards oral care" (those who brush their teeth without much thought), particularly among younger generations, Lotte's Wellness Business Division has identified a potential for new market entry.

Lotte has long conducted research on oral health through materials like xylitol and "chewing." On the other hand, we have also supported customers' "emotional richness" through confectionery and ice cream. We believe that the ability to achieve both "functionality" and "emotional value," which seem disparate, is a major strength of Lotte. By maximizing this strength, we aim to transform the usual washbasin into an entertainment space and create active oral care habits (wants) through the launch of "Dr.Playful". By transforming the daily routine of toothbrushing into an exciting experience, we will deliver unprecedented new wellness value to enrich and positively transform our customers' daily lives.

As a new challenge for "Your Partner for Your Mouth" Lotte, we aim to create a new standard for oral care.

Commitment to Quality

We have combined Lotte's extensive knowledge of oral care with the manufacturing technology of our partner, Japan Zettoc Inc. In addition to Lotte's signature "xylitol," we have incorporated the new ingredient "CI dextran (flavoring agent)." This not only provides visual impact but also achieves a unique Lotte-like feel and usability that makes daily care enjoyable. Furthermore, "flavor creation," a specialty of our gum products, is also a point of pride. Despite being a toothpaste, you can also enjoy Lotte's familiar tastes.

In addition to its serious quality, the three products being launched this time are each finished with their own unique characteristics. Please enjoy an unprecedented playful toothbrushing experience along with the stories of characters possessing distinctive efficacy and flavors!

YouTube

https://youtu.be/nlcXR3N6dhY

A toothpaste that overturns the common sense of oral care! ?

Garlic, the nemesis of bad breath, who hates it the most? That's right, it's the "Vampire," universally.

This time, with the wish that even vampires can enjoy delicious gyoza packed with garlic!, we have developed "Dr.Vampire," a toothpaste that combines comprehensive functions while focusing particularly on bad breath care!

While dyeing the mouth a vivid "red (Bloody Red)," it refreshes気になる bad breath with the series' strongest, intense mint! Even after delicious meals like gyoza, your mouth will feel refreshed. Furthermore, "xylitol" is included as a common ingredient in the series, a characteristic of Lotte. Additionally, by using "CI dextran (flavoring agent)" as a new ingredient, it supports a comfortable brushing experience beyond just appearance and taste.

It's a product that combines functionality and playfulness, turning "I have to brush my teeth" into "I want to brush my teeth."

Get a cool smile from your mouth!

Lotte has always made sweets that "make everyone smile." That sentiment remains unchanged in oral care.

To create such smiles, "Dr. Snowman" descended from a snowy mountain where blizzards rage, to whiten teeth through brushing and create a snow-like cool mouth.

Upon entering the mouth, the paste is "Snow Blue," like a blizzard raging in Antarctica. Following Lotte's lineage of cool gums, it offers a refreshing and cooling sensation, along with meticulously pursued functionality, providing an exhilarating brushing experience that instantly freezes the mouth. Common to the series, "xylitol" and "CI dextran (flavoring agent)" are blended, leading to a pure and cool smile like snow through diligent daily brushing! The explosive coolness upon entering the mouth is also perfect for waking up in the morning or refreshing a gloomy mood!

Achieve a cool and Ha!Ha!Ha! smile!

A mysterious toothpaste with a cosmic theme!?

"Brushing teeth on Earth is too boring." From the depths of the galaxy, "Dr. Alien" has arrived to save your oral environment. Its true identity is an unknown toothpaste with an eerie, glowing "Universe Green" color.

Initially, everyone will be frightened by the slime-like paste, unlike anything seen before. However, a surprise awaits when you put it in your mouth. The taste is a surprisingly gentle lime mint, prepared to Earthling specifications, filled with compassion. While you're bewildered by the contrast, it keeps your mouth clean with diligent daily brushing!!

With "xylitol" and "CI dextran (flavoring agent)" blended as common ingredients in the series, it realizes a brushing experience unique to Lotte!

Although its appearance is that of an unknown alien, it loves Earth's delicious food and clean teeth more than anyone.

"Dr.Playful" Toothpaste by "Your Partner for Your Mouth" Lotte

〈Sales Locations and Other Product Information〉

On sale from July 6 (Mon)

Amazon

https://www.amazon.co.jp/dp/B0H4ZHTYB7

Yodobashi.com

https://www.yodobashi.com/maker/5000044221/

Scheduled for sequential release from July 20 (Mon, Holiday)

Loft, PLAZA, Hands, @cosme, etc.

*Some stores may not carry the product.

Brand Site

https://www.lotte.co.jp/products/brand/drplayful/

SNS

Instagram

https://www.instagram.com/lotte_drplayful/

YOUTUBE

https://youtu.be/nlcXR3N6dhY?si=SNWDvMcXY-c7S46p

Lotte Co., Ltd.

https://www.lotte.co.jp/

FACT BOX

  • Source: PR TIMES
  • Category: 商品発売