Consumers reach for simple, value-added oral care
NEW YORK —A glowing smile and fresh breath still are important to U.S. consumers, but there is evidence that the weakened economy impacted the oral care market in 2009, as shoppers became less brand-loyal and increasingly turned toward such value-added products as battery toothbrushes, according to research firm Euromonitor International.
For the most part, this trend is expected to continue, and consumers likely will exhibit a willingness to pay more for products that make their oral care regimen easier, stated Euromonitor in its most recent oral care report. More specifically, Euromonitor predicted that most of the growth will be in “value-added,” “improved benefit” and “simplified” oral care products.
Several upcoming launches suggest that manufacturers are on this track. For example, McNeil-PPC is launching in September the new Listerine and Reach Total Care + Whitening collection. Positioned as a premium multibenefit oral care portfolio, the lineup includes the Listerine Total Care + Whitening mouthwash; Reach Total Care + Whitening toothbrush, which delivers a whitening power with whitening calcium carbonate bristles; and Reach Total Care + Whitening floss, which features micro-grooves to grab more plaque and baking soda to help whiten teeth.
In its recent second-quarter earnings announcement, Colgate-Palmolive noted that new product launches in the balance of the year include Colgate Sensitive Multi Protection toothpaste. The toothpaste is designed to provide long-term relief from sensitivity with regular use, as well as fight cavities, plaque and tartar.
Church & Dwight recently introduced its new Arm & Hammer Whitening Booster Plus Enamel Strengthening, which is designed for people who want effective whitening without adding an extra step to their routines. Before brushing, the formula is to be applied on top of a fluoride-containing toothpaste, and then teeth are brushed as normal.
Meanwhile, Dr. Fresh continues to make oral care fun for children with the launch of its new Hot Wheels FireFly Light Up toothbrush, available at Meijer in late August or early September. A cousin to the original FireFly, the Hot Wheels brush features the brand’s signature light-up technology.
Sophyto products to be sold at select Sam’s Club locations
NEW YORK Sophyto, a line of natural skin care products that has been sold at select dermatologists’ offices and spa locations, also will be available at select Sam’s Club locations by the end of September.
Sam’s Club will offer members two exclusive kits and several twin-packs. The kits include:
- Phytotherapy daily renewal kit ($29.98), which includes the purifying silken cleanser, omega daily moisturizer and anti-aging antioxidant serum (a savings of $95);
- Phytotherapy anti-aging care kit ($34.98), which includes pH optimizing restorative toner, anti-aging antioxidant serum and marine peptide brightening treatment (a savings of $55); and
- Twin-packs of the anti-aging antioxidant serum ($32.98), omega daily moisturizer ($24.98) and purifying silken cleanser ($14.98) also will be available in clubs.
Procter & Gamble launches tween oral care line
CINCINNATI Procter & Gamble is targeting the tween market with the launch of its new Crest and Oral-B Pro-Health For Me, the first and only complete line of oral care products designed for children eight years of age and older, according to the company.
The products were created to protect the areas dentists check in children, and are in flavors and designs that older children will like, in order to help ease the battle of the brush.
Tooth decay still is recognized as the most common chronic disease affecting children in the United States, and 51 million hours of school are lost each year due to dental-related illnesses, P&G stated. Furthermore, 1-out-of-4 parents surveyed in America said his or her kids do a “fair” or “poor” job of taking care of their own mouths, teeth and gums. Among these parents, 70% stated their kids avoid brushing, and 80% stated that their kids avoid flossing.
“Camp Rock 2” and “Step Up 3D” actress Alyson Stoner and her mom, LuAnne, understand that an open line of communication is crucial for parents and kids to develop lifelong healthy routines. They’ve partnered with Crest and Oral-B Pro-Health For Me to help other families work together to make healthy decisions, especially when it comes to oral health.
The Pro-Health For Me line consists of toothbrushes that are just the right size for older children, toothpaste and rinse flavors designed for tweens, and floss picks that are easy to use and less messy — all in unique packaging that’s cool enough for kids 8 years and older.
The Pro-Health For Me product line includes:
- Oral-B Pulsar Pro-Health For Me vibrating toothbrush, which features gentle, vibrating bristles that help break up plaque between teeth for a deep clean and a pressure-sensitive split head that adjusts to the contours of kids’ teeth;
- Oral-B Pro-Health For Me CrossAction toothbrush, which features a combination of CrissCross bristles and a Power Tip to reach and clean between the sensitive gaps that children 8 to 12 years old experience;
- Crest Pro-Health For Me fluoride anticavity toothpaste, which helps to fight cavities, strengthens enamel and freshens breath within a Minty Breeze flavor;
- Crest Pro-Health For Me anticavity fluoride rinse, which reaches areas where children may have missed brushing and helps fight cavities for healthy teeth, all without the burn of alcohol; and
- Oral-B Pro-Health For Me floss picks, which are easy to use for a more complete clean versus brushing alone.