Oral care brushes up by touting value, ease
It is no secret that oral care is a mature market, yet consumers have shown a willingness to pay for products that make oral health easier. In light of this, some industry observers predicted that growth will be in the form of those products that are “value-added,” “improved benefit” and “simplified.”
In fact, one could conclude that consumers’ desire for products that make oral health easier was the catalyst behind the surge of the portable oral care segment, which experienced strong double-digit growth for the 52 weeks ended Jan. 23, according to data from SymphonyIRI Group.
Oragenics’ EvoraPlus, a probiotic mint that promises to support gum and tooth health and naturally freshen breath, while whitening teeth, experienced impressive growth in the 52-week period, and came in at No. 4 on SymphonyIRI’s list of top 10 brands in portable oral care.
Such portable dry mouth treatments as Biotene and Quantum OraMoist also experienced significant sales growth. As Americans age and take more medications, oral health conditions also rise. Studies have shown that up to 400 medications — prescriptions and OTCs — can contribute to dry mouth.
As Americans become increasingly strapped for time and desire convenient, value-added solutions — not to mention perhaps encounter more oral care issues as they age — it is likely that the solid growth of such products will continue.
The article above is part of the DSN Category Review Series. For the complete Oral Care Buy-In Report, including extensive charts, data and more analysis, click here.
Freeman adds three facial products to Feeling Beautiful line
NEW YORK — Freeman Beauty’s Feeling Beautiful line is expanding with three new products.
New to the collection are:
Feeling Beautiful kiwi and yogurt moisturizing facial cleanser. This creamy facial cleanser gently removes impurities and clears skin without drying it out. Kiwi fruit extract moisturizes and protects skin against free radicals, while the yogurt extract helps smooth skin to improve its overall texture;
Feeling Beautiful goji berry hydration facial mask, which refreshes and rebalances stressed, dehydrated skin. The mask is packed with antioxidants and natural ingredients that soothe and replenish moisture; and
Feeling Beautiful pink grapefruit exfoliating facial scrub. This exfoliating scrub gently resurfaces skin with nonabrasive microbeads. It sloughs away dead cells and promotes healthy cell renewal for a deep and radiant complexion.
Each product retails for $3.99, the company said.
Rihanna teams up with Nivea for brand’s 100th anniversary celebration
HAMBURG, Germany — Beiersdorf is celebrating Nivea’s 100th year and, as part of the celebration, is launching its biggest digital campaign to date. The brand has tapped music icon Rihanna to help serve as the voice of the festivities.
Starting in May, Nivea will be kicking off a variety of multimarket digital and on-site activations, including its sponsorship of Rihanna’s upcoming LOUD tour in the United States and Europe.
"Over the past 100 years, Nivea has been an iconic skin care brand across the world. Rihanna is a music icon, and her digital footprint will help us bring our anniversary celebration to consumers, wherever they are," stated Markus Pinger, member of the board responsible for brands.