1970~1999

Acquired Mentholatum and grew into a global company

1970
Launched "Kodomo V Rohto,"
an eye drops product for children which was a strategic product intended to expand the children eye drops market.
子どもVロート
1973
Launched "Namida Rohto,"
an artificial tear eye drops product, in novel and innovative container was designed with the image of tears.
なみだロート
1975
Acquired Mentholatum trademark rights from The Mentholatum Company, Inc. (USA).

Launched "Mentholatum Ointment" and "Mentholatum Medicated Lip," a lip balm.

Explored skin care market with the intention to make this brand the company’s third key-product field.
メンソレータム薬用リップ
1977 Yamada Science Foundation established.
1978
Kiro Yamada and Yasukuni Yamada appointed chairman and president.
山田安邦社長
1979
Launched "Mentholatum Medicated Campus Lip," 
the first stick-type lip balm targeted the youth.


Launched "New V Rohto" eye drops.
キャンパスリップ
新Vロート
1983
Launched Medicated "Campus Lip" lip balm.
The slim and fashionable container made it a top-selling product at a record sales level of domestic 4 million units and overseas 6 million units one year.
キャンパスリップほそみ
1985
Launched "Checker" pregnancy test kit.
This is the first pregnancy test kit product sold in pharmacy. 
妊娠検査薬 チェッカー
1987

Launched "Rohto Alguard" eye drops for allergic diseases.
A new market explored with its feature of mitigating eye itchiness.


Launched "Rohto Zi," which became synonymous with the youth eye drops products.

アルガード目薬
ロートジー目薬
1988 Purchased The Mentholatum Company Inc. (USA) and acquired management rights.
1990
Launched Mentholatum AD Cream,
a product that explore the middle-aged market with its feature of mitigating itchiness caused by dry skin.
AD軟膏
1991 Established The Mentholatum (Zhongshan) Pharmaceutical Co., Ltd. in Zhongshan, Guangdong province, China.
1993
Launched "Dotest hCG," a pregnancy test kit originally developed by Rohto.

Launched "Pansiron Now," a chewable-type gastrointestinal medicine.

Launched "SUNPLAY Sunscreen Cream" to fully participate in the suncare market.
ドゥーテストhCG
1994 Launched "Rohto Zi: Lycee,"
a successful eye drops product among high school girls.
1995
Launched "Pansiron Trim," 
a medicine that improves gastrointestinal function.

Entered the new field of contact lens market with "Rohto C Cube," a contact lens care solution.

Launched "Mentholatum AD Medicated Bath Liquid."
ロートCキューブ
1996
Launched Dotest LH, an ovulation prediction kit.

Mentholatum (Zhongshan) Pharmaceutical Co., Ltd. Started production and sales of "New V Rohto Plus" eye drops in China.

Established P.T. Rohto Laboratories Indonesia.
Production and sales of intra-ocular lens began as the first in ASEAN countries.
ドゥーテストLH
1997
Established Rohto-Mentholatum (Vietnam) Co., Ltd.

Introduced "Sebamed" medicinally skincare products into Japan market.

Launched "Rohto Zi Flush," an eye wash product.
セバメド
1998 Vietnam Plant completed, and began production of eye drops and skincare products.
1999
Celebrated 100th anniversary.
Yasukuni Yamada and Kunio Yamada appointed chairman and president.

Launched "Flex Power," a health supplement and entered into mail order marketing.

Launched "Rohto I.Q." contact lens.

Ueno Techno Center completed, and began operation of eye drops production, R&D and logistics hub.