BEAUTY CARE

Colgate launches ‘premium oral care’ line

BY Antoinette Alexander

NEW YORK Colgate has introduced a new line of professionally inspired toothpaste dubbed Colgate ProClinical.

“The launch of Colgate ProClinical marks a significant advancement in premium oral care,” stated Spencer Pingel, general manager of U.S. oral care at Colgate. “Consumers, particularly women, continue to seek proven, professional-grade health-and-beauty solutions. New Colgate ProClinical responds to this trend by providing a new approach to daily oral care — providing targeted benefits for health-and-beauty seekers through powerful, clinically proven technologies.”

The line includes three variants: Daily Whitening for removing surface stains, Daily Cleaning for polishing teeth and Daily Renewal for Enamel for fortifying enamel.

  • ProClinical Daily Whitening contains ProLuminex crystals, Colgate’s highest level of whitening silica, to whiten teeth and remove surface stains.
  • ProClinical Daily Cleaning is formulated with Prophy Silica micro-buffers, an ingredient similar to what dentists use.
  • ProClinical Daily Renewal for Enamel is designed with a formula to strengthen tooth enamel by reinforcing weak spots, protecting teeth from food acids to keep them strong and healthy. It contains a ProMinerals complex comprised of the highest level of fluoride available in a daily toothpaste without a prescription.

The line of toothpaste is currently available at mass retailers and grocery stores nationwide and has a suggested retail price of $3.99 (mass) and $4.49 (food/drug).

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Poll: ‘Distasteful’ ads steer adults away from brand purchases

BY Michael Johnsen

NEW YORK Marketers beware. According to an Adweek Media/Harris Poll released Friday, more than one-third of Americans have chosen not to purchase a certain brand because they find the ads distasteful. Add the 22% who said while they have not yet boycotted a brand on account of advertising they have thought about it, and you have 57% of Americans who could be negatively swayed by bad advertising.

More than one quarter of Americans (28%) reported they had chosen to not purchase a brand because they did not like the spokesperson it used, while 22% said they have not done so, but thought of doing it.

When it comes to who is more likely to not purchase a certain brand because of subject matter or spokesperson, Adweek Media/Harris Poll found some differences among education- and income-based demographics. The more education a respondent had, the more likely they were to say they had not purchased something. Over 2-in-5 college graduates (43%) had not purchased a brand because they found the advertisements distasteful, compared with 29% of those with a high school education or less. One-third of college grads (33%) said they have not purchased a brand because they didn’t like the spokesperson, compared with 23% of those with a high school education or less.

And 25% of those with a household income of under $50,000 per year said they did not purchase a certain brand because they did not like the spokesperson used, compared with 28% of those with a household income of between $50,000 and $74,999 per year and 33% of those with a household income of $75,000 a year or more.

The Adweek Media/Harris Poll surveyed 2,194 U.S. adults online between Feb. 2 and 4.

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Evofem announces distribution deal with Duane Reade

BY Allison Cerra

SAN DIEGO Evofem, formerly Instead Healthcare, will begin distribution of its feminine hygiene product to Duane Reade stores.

The Instead Softcup, an alternative to pads and tampons, is a disposable menstrual cup made from a nonabsorbent, nonirritating plastic that has been used for more than 20 years in medical devices and contains no latex.

“Evofem’s distribution with Duane Reade, such a trusted brand name in metropolitan New York, makes the Softcup easily accessible to the largest consumer market in the United States,” said the company’s EVP Daniel Pike. “We are thrilled to be able to make the Softcup more convenient and accessible to the women of New York. This aligns with our mission to provide women with greater freedom, comfort and control of their reproductive and sexual health and sets us up to broaden our reach even further, with planned distribution in more than 30 countries over the next few years.”

In related news, Evofem announces plans to seek clearance from the Food and Drug Administration to market and sell a modified version of the Softcup as a fertility aid.

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