Hydroxyapatite toothpaste from SANGI arrives in Germany
COLOGNE, Germany/TOKYO, Japan: The International Dental Show (IDS) has once again offered a firework of innovations this year. With its hydroxyapatite toothpastes, traditional Japanese company SANGI, based in Tokyo, has been a highlight in the area of home-based oral care and has now launched its products in Germany. On 12 March at IDS, SANGI provided evidence-based information about the use and scientific background of its products at a press conference titled “The original from Japan: Space-inspired toothpaste with hydroxyapatite for remineralisation”.
SANGI Chairman and founder Shuji Sakuma began with insight into the company’s history. Starting out as a small commercial enterprise, SANGI acquired a NASA patent for remineralising bones and teeth. This eventually led to the idea of using the mineral hydroxyapatite. In 1980, SANGI launched the world’s first toothpaste containing hydroxyapatite as an agent for remineralising teeth: APADENT. A second product line, APAGARD, followed five years later.
SANGI’s special form of hydroxyapatite (medical hydroxyapatite—mHAP) was officially recognised as an anti-caries drug 15 years later by the Japanese government. The effect was proven in several studies. SANGI products, including those manufactured for other companies, are very popular in Japan and they have a market share of 7 per cent in oral care. In the top-end segment, APAGARD actually holds a share of 50 per cent. APAGARD PREMIO was the first toothpaste to be awarded Hall of Fame status by @cosme—Japan’s number one consumer beauty product reviewer—as it was the most recommended toothpaste for three consecutive years, from 2015 to 2017. Owing to this popularity, SANGI executives decided in 2011 to export the products to Russia, Canada, eastern Europe and some Asian countries. Since the end of 2017, the company has been preparing to export its products to western European countries too through SANGI Europe, which it established in Germany.
After this brief introduction, dental hygienist Izumi Hashizume presented several studies and microscopy images to demonstrate how SANGI’s mHAP works. The mHAP remineralises the enamel on and below the surface and adsorbs harmful bacteria such as Streptococcus mutans more effectively than other calcium phosphates do. By coating exposed dentinal tubules, this active ingredient also protects against hypersensitivity and helps restore the shine and colour of the natural tooth structure.
The product lines for the German market launch are APADENT and APAGARD. SANGI produces EU-compliant versions of these products with a microcrystalline form of the active ingredient especially for the European market, while in Japan, the mHAP particle size has been reduced to the nano range since 2003. The original tooth enamel remineralising toothpaste APADENT with protection against dental caries and periodontitis will be available in three variants in Germany: APADENT Total Care, APADENT Sensitive and APADENT Kids. The APAGARD product line, which is particularly popular in Japan, is based on SANGI’s mHAP and helps to restore the shine and density of enamel in three variants. APAGARD M-plus, in a convenient family size, offers a balanced mix of all of the product benefits. APAGARD SMOKIN’ is particularly effective for the prevention of stains caused by cigarettes, coffee and wine. Finally, the company’s most popular product in Japan, APAGARD PREMIO, completes the range with a higher mHAP concentration.
Jochen Freibert, who is responsible for market development and regulatory affairs at SANGI Europe, explained that the company was pursuing a fairly conservative marketing approach in Germany. The products are being distributed exclusively through pharmacies and dental clinics through the two wholesalers Sanacorp and Hageda-Stumpf. The company has chosen not to advertise and is putting more emphasis on product samples, broad public relations work, a wide range of information in the form of studies, explanations of hydroxyapatite and recommendations.
IDS visitors can learn more about SANGI’s range in Hall 5.2 at Booth A068 or at https://www.sangi-co.com/en/index.html.