LIPS (Lips), a beauty platform operated by AppBrew Inc. (Headquarters: Bunkyo-ku, Tokyo; CEO: Takashi Matsuda), conducted a survey on "oral care" among 1,334 LIPS users. This survey examined users' specific behaviors and values, including their oral care routines, priorities, and how they gather information. 1. Oral Care Habits: Generational Gap in Floss Usage Over 40% of respondents use oral care products beyond toothbrushing, primarily due to concerns about bad breath. When asked about their regular oral care practices, 45% use dental floss, 37% use mouthwash or spray, and 26% use a tongue cleaner—revealing that a significant number of users incorporate products beyond basic brushing. The most notable difference is in floss usage across generations: only 31% of users in their teens use floss, compared to 59% of those in their 30s—a 28 percentage point gap. As awareness of periodontal disease tends to increase around age 30, this may explain the rise in floss adoption. In contrast, tongue cleaner usage is consistently around 26% across all age groups, indicating that awareness of bad breath care is already widespread. 2. Whitening Tops Priorities Over Cavity Prevention Appearance, health, and social impression are the three main drivers of oral care demand. When asked which aspects of oral care they prioritize, "tooth discoloration and whitening" ranked highest at 32%, followed by "cavity prevention" at 30% and "bad breath prevention" at 23%. Whitening is especially popular among teens, with 42% citing it as a priority—over 10 percentage points higher than other age groups. For younger generations, who frequently share content on social media, having white teeth is closely tied to visual appeal. In contrast, "gum health" is prioritized by 19% of users aged 40 and above, compared to just 2% of teens—a 17-point difference—indicating a shift toward health-focused care with age. 3. Product Selection: Cavity and Bad Breath Top Criteria, Gum Care Varies by Age Younger us