Crest launches Pro-Health Sensitive Shield
CINCINNATI Crest Pro-Health has launched Sensitive Shield, a sensitivity toothpaste that blocks the painful triggers from stimulating nerves inside the tooth.
Crest Pro-Health Sensitive Shield contains the active ingredient stannous fluoride, which reduces sensitivity. Crest also has developed the Crest Pro-Health Sensitive Shield family of products to care for sensitive teeth and gums:
- Crest Pro-Health Sensitive Shield paste: Smoother than the original Pro-Health paste, Sensitive Shield contains stannous fluoride to protect teeth from sensitivity and to care for your healthy teeth and gums. Suggested retail price: $3.25 (6 oz.)
- Crest Glide Pro-Health Floss for Sensitive Gums: The softest Crest Glide floss is two times softer than Glide Original and is designed to make flossing more comfortable for even the most sensitive gums. Suggested retail price: $2.99
- Oral-B CrossAction Gentle Clean Brush: Combines extra-soft CrissCross and Power Tip bristles to remove up to 90% of plaque while still being gentle on gums. Suggested retail price: $2.99
“Crest Pro-Health Sensitive Shield addresses the needs of sensitivity sufferers by offering increased protection without trade-offs,” said Robert Gerlach, P&G worldwide clinical investigations. “Oftentimes, sensitivity sufferers fail to brush their teeth thoroughly due to the pain they feel while brushing. We created Crest Pro-Health Sensitive Shield with a specially designed smoother formula, making it more comfortable for sensitive mouths, while at the same time providing sensitivity protection and relief for those with even the most sensitive of teeth.”
Oral care gives retailers something to smile about
The economic turmoil has left retailers skittish and manufacturers cautious, but it also has opened the door for manufacturers to appeal to cash-strapped consumers by offering more affordable toothbrushes and convenient solutions. Such offerings will continue to appeal to consumers as the economic recovery continues and consumers remain watchful of their dollars.
According to data provided by Information Resources Inc., sales of mouthwash slipped 2.9% to $169.9 million for the 13 weeks ended Dec. 27 at food, drug and mass (excluding Walmart), while sales of manual toothbrushes rose 6.7% to $118.9 million, sales of power toothbrushes declined 6.1% to $67.3 million and sales of toothpaste dropped 1.3% to $313.5 million.
While total sales of the power toothbrushes category slipped, according to IRI, Church & Dwight had “a huge success” in 2009 with its Sonic battery-powered Spinbrush.
“Highly successful, the fastest-growing brush in the category,” Church & Dwight chairman and CEO James Craigie told analysts about the Spinbrush during the company’s fourth-quarter earnings call on Feb. 9.
“Great technology at a low cost had a great success in driving our Spinbrush business again. We were one of the only guys in the whole toothbrush category who were up last year in a down overall category,” Craigie added.
During the fourth quarter, Colgate saw its share of the manual toothbrush market reach a record 32.2% year to date, the company announced in late January. That’s up 5.2 share points versus a year ago, including the new Colgate Wisp mini-brush, whose market share reached 5% year to date and 6.3% for the fourth quarter. Its Colgate 360, ActiFlex, Colgate Max Fresh and Colgate Max White manual toothbrushes also contributed to the share gains.
For early 2010, Colgate developed the new Wisp Plus Whitening mini-brush.
Meanwhile, Procter & Gamble is launching in March its new Crest and Oral-B 3D White collection. In addition to whitestrips, toothpastes and rinse, the collection includes the new Pulsar Advanced Vivid Toothbrush with MicroPulse bristles that pivot and pulse, and the manual Advantage Vivid Toothbrush.
Razor segment sharpens up
SHELTON, Conn. —The razor wars appear to be resurfacing as Procter & Gamble’s Gillette and Energizer’s Schick both launch new shaving systems for 2010. However, it’s Schick’s new Hydro razor that has caught the attention of at least one industry observer.
“Our initial impression is that Hydro is a clear ‘new’ product offering, while [P&G’s] ProGlide looks like more of an extension of the 3-year-old Fusion platform,” SunTrust Robinson Humphrey analyst William Chappell stated. “It also appears that ProGlide will be at a significant price premium (~20%) to Hydro.”
Schick’s Hydro will be available in April in three-blade and five-blade versions. Central to Hydro innovations: skin protectors that smooth out skin between blades, protecting the skin during shaves; a hydrating gel reservoir to deliver moisturizing lubricants; a flip trimmer for precise edging and shaving in tight areas; and a new ergonomic handle design. Schick also will introduce shave gels under the Schick Hydro line.