■ ‘Perioe 46 cm,’ Korea’s first oral hygiene brand dedicated to bad breath removal.

■ Its catchy brand naming ‘46 cm’ and sensual design.

LG Household & Health Care (LG H&H) Ltd. (CEO: Suk Cha) launched ‘Perioe 46 cm,’ Korea’s first oral hygiene brand dedicated to removing 99.9% of bad breath to allow comfort in close conversations within a distance of 46 cm, the typical distance breath reaches.

Perioe 46 cm consists of a toothpaste, toothbrush, mouthwash, and spray. The unconventional design of the package, resembling the calibrated lines of a ruler, stirs up curiosity.

The brand name originated from the theory of anthropologist Edward T. Hall that distance extending roughly 46 cm is where intimacy and close relationship can be established between people.

Perioe 46 cm Toothpaste comes in three flavors: Wild Cool Mint, Long-lasting Cool Mint, and Refreshing Camomile. Formulated with antibacteria triclosan and odor-removing baking soda, the product eliminates bad breath for 12 hours. Using it to brush teeth before bedtime ensures fresh breath until the morning. Perioe 46 cm Toothbrush is equipped with a tongue cleaner on the back of its head, which helps get rid of bad breath by cleaning the surface of the tongue. Perioe 46 cm Mouthwash provides total care ranging from antibacterial effects and elimination of oral bacteria, prevention of cavities and gingivitis, to the elimination of dental plaque and calculus. Infused with the natural antibacterial substance, xanth, Perioe 46 cm Spray effectively removes bacteria that cause bad breath.

Sim Mi-jin, marketing representative of LG H&H’s Perioe brand, said, “Our survey shows that consumer demand for bad breath elemination is high. They have tried to remove bad breath by covering their mouth in conversations or chewing gum even after brushing their teeth.” She also added that “Perioe 46 cm, the first of its kind in Korea, is expected to attract customers’ attention through differentiated storytelling and innovative design.”

Content and Price:

Perioe 46 cm Toothpast 130 g * 3 tubes, KRW 7,900

Perioe 46 cm Toothbrush 3 pieces, KRW 7,900

Perioe 46 cm Gargle Solution 760 ml, KRW 7,900

Perioe 46 cm Spray 6.5 ml, KRW 3,500