With a wide array of extremely popular products, Earth Chemical commands half of the 100 billion yen household insecticide market, and is growing faster than the market by launching a number of new products. One of the products which has established a high popularity is “Red Earth,” an aqua fumigator, valued for its features of easy-to-use, safe and effective. Roach control products such as “Gokiburi Hoy Hoy” and “Gokijet Pro” have likewise established a dominating market presence. “Earth No-Mat” has gained a broad customer base since its launch, emerging as a core market brand. Moreover, we have opened up new markets with products such as “Denchi de No-Mat,” “Osotode No-Mat,” “Dani Earth” and “Arinosu Korori.” In 2008, we introduced “Oheyano Yosumini Chutto Surudakede Kani Sasarenai Kuukan o Tsukuru Spray,” an innovative mosquito repellent that does not use batteries, electricity or fire, in our ongoing effort to develop and deliver new value.

We regularly enhance our oral care product lines, starting with “Mondahmin,” which marked its 20th anniversary in 2007, and “Mama wa Boku no Haishasan,” a liquid tooth cleaner introduced in response to rising awareness of the oral health of children. In the denture-related field, a rapidly growing market in an aging society, we possess a large market share with “Polident” and “Poligrip” through a sales tie-up with GlaxoSmithKline of the United Kingdom, one of the world’s leading drug manufacturers. “Aquafresh” and “Shumitect,” also manufactured by GlaxoSmithKline, have established a strong and stable position. We plan to continue expanding our total oral care business to keep pace with increasing public concerns regarding oral health.

Every year, we increase the variety of products under our long-selling “Bath Roman” brand to meet diversifying market needs. The brand has gained broad popularity by satisfying a wide range of customer preferences for warming baths and skin-care baths as well as cooling baths and warm herbal baths. Our Hot Spring series, which brings the pleasures of a spa into the home, also enjoys solid support. In addition, we continuously propose new products that awaken latent demand, including “Bath Roman Yakuyo Milk Jitate,” which accommodates the needs of more family users, and our “Bath Roman bihada” series of bath cosmetics.

Changing lifestyles and living environments are leading to a rising demand for fragrances. In the market for fragrances that enrich the comfort of living spaces, we are increasing the sales of products with abundant variations and designs, such as “Sebon,” “Deodorant Tamago” and “Hanasaki Pot.”

We are actively developing products that bring greater comfort to daily lives, including “Pirepara Earth” (mothballs), “Earth Air-Con Cleaning Spray,” “Earth Kuruma no Nioitori” (deodorizer for cars) and “Toilet Seat Nozzle Cleaning Spray.” Since 2007, we have been selling “Finish,” the world’s top-selling detergent for dishwashers and dryers, through a sales tie-up with Reckitt Benckiser of the United Kingdom, and since 2008 “Muse,” a medicinal soap.