Oral care manufacturer Sangi Co., Ltd. has renewed its flagship toothpaste "Apaguard" to commemorate its 40th anniversary, and the new product has been on sale since late September.

I am of the generation that misses the commercial "Celebrities are toothy". I thought APAGUARD was a bit expensive compared to ordinary toothpaste, but I decided to splurge on it for a Christmas encounter.


The renewed APA GUARD product lineup includes three types: a standard type, a stain care type, and a premium type. Since the author has a history of smoking, he chose the stain care type "APAGUARD Smokin" which contains stain and tar removal ingredients (polyethylene glycol and polyvinylpyrrolidone). It is priced at 1,280 yen (excluding tax) for 100 g.


Mild minty tasting without sweetness or spiciness, Apaguard Smokin' leaves a clean feeling after brushing without leaving a strange taste. I started to notice a slight change after about a week of use, so I took a picture two weeks later to compare the results. There is no striking color difference in the image, but to the naked eye, the surface looks more transparent and the teeth look as if they are covered with a veil of light. The surface is no longer bumpy and seems to have become smoother.

The ingredient "medicated hydroxyapatite [mHAP]" contained in GUARD adsorbs and removes plaque, fills invisible scratches, smoothes teeth, and remineralizes early carious teeth. In addition, the renewed product now contains pearl ingredients (hydrolyzed conchillion liquid), a natural substance extracted from pearls and Akoya oysters, in all products. We hope to continue using these products and expect to see an increase in the brightness of our teeth.