Crest targets gum health, intros new toothpaste
Crest is looking to change the way consumers worry about their gum health, by launching the Crest Gum Detoxify. The product is specially formulated paste with activated foam technology that reaches below the gum line to significantly improve gum health, the Cincinnati-based company said.
The line, which falls under Procter & Gamble’s portfolio of products, neutralizes harmful plaque bacteria in order to prevent gingivitis, even below the gum line. The included activated foam seeks out bad bacteria by penetrating hard to reach places, cools gums during and after brushing and goes around and below the gun line for lasting protection, the company said.
“We know that gum problems and plaque build-up are a root cause of many issues, including bad breath, tartar buildup, cavities and gingivitis,” Carlos De Jesus, vice president North America Oral Care, Procter & Gamble said. “New Gum Detoxify helps users go beyond regular brushing by neutralizing harmful bacteria, and ensuring a clean and healthy mouth with lasting gum protection. With so much riding on your gum health, if you aren’t taking care of your gums, you’re not taking care of you!”
The Crest Gum Detoxify is available in deep clean, extra fresh, gentle whitening, and two-step [ varieties in drugstores, mass retailers and e-commerce sites. Further product information can be found on Crest’s website.
Coty, CoverGirl unveil AR experience
Coty and CoverGirl are teaming up to launch a full look live mobile-web try-on experience for beauty enthusiasts. The companies have created a virtual try-on that is available directly on most smartphone’s browsers, meaning no app downloaded is needed.
The experience will showcase five new Spring ’18 beauty looks from CoverGirl. Users are able to virtually apply each beauty look to their face by using the camera on their mobile device or desktop computer, which allows consumers to try before they buy. The New York City-based company also is working exclusively with Walmart for an easy and convenient way to purchase the new CoverGirl products used within each look, by linking directly to the featured assortment on the retailer’s website.
“As a challenger in beauty, our goal is finding better ways to meet unmet shopper needs. Virtually trying on complete trending looks, without having to download an app or go to a store, are great examples of this. We’re excited to partner with Walmart on this initiative, giving online shoppers a specific and seamless path to purchase their favorite CoverGirl beauty looks,” Jason Forbes, chief digital and media officer at Coty said.
The experience’s launch will feature five key trends from CoverGirl’s Spring ’18 collection the Perfectly Matte Lip, Smokey Eye, No Makeup Makeup, Doe-Eyed and Bold Brow looks. Five influencers from the beauty brand’s collective including @itsmyrayeraye, @mac_daddyy, @lovemelisamichelle, @tiarramonet and @xtinaland, will recreate one of the full-face AR beauty looks in real life on their YouTube channels. Each beauty tutorial will demonstrate the new AR tool and provide a step-by-step on how to get the look using the pre-selected products.
“At CoverGirl we believe that makeup is so much more than a cosmetic — it’s a tool for self-expression. That’s the inspiration for our new brand purpose and campaign, ‘I am what I make up.’ As part of this mission, we need to show up for beauty lovers in compelling ways that resonate with how they absorb content and shop for products. This means being present when they are searching for inspiration to create whatever version of themselves they feel like being in that moment. This is why we decided to develop a tool that would allow them to try on full-face beauty looks, rather than a single product, and make these looks instantly shoppable,” Ukonwa Ojo, senior vice president of CoverGirl at Coty, said.
The experience is available on iPhone devices running iOS11 or higher and most modern Android smartphones and was developed by Beamly, Coty’s in-house MarTech agency, and Holition, a UK-based creative technology agency specializing in emerging technologies. Coty also announced plans to expand the augmented reality experience to other brands it houses.
Waterpik aims to whiten teeth, intros new flosser
Waterpik is expanding its portfolio of products by announcing the addition of the new Whitening Water Flosser, which delivers precision whitening while water flossing.
The Fort Collins, Colo,-based company’s new launch mixes a gentle whitening agent with water to remove stubborn stains between the teeth and in hard-to-reach places. To achieve the process, users must insert a whitening tablet into the special Water Flosser handle, aim the pressurized water flow at the teeth and then water floss as normal.
Waterpik’s new launch contains features such as a patented whitening infuser, 10 pressure settings, 90 seconds of water capacity, a removable and dishwasher safe reservoir, in-handle water flow control, and a swivel-handle hose for improved access in hard to reach teeth surfaces.
The product removes up to 99.99% of all plaque from treated areas, improves gum health, helps prevent future tooth decay, is safe for teeth and gums and has been accepted by the American Dental Association, the company said.
The Waterpik Whitening Flosser is available for purchase online and in mass-market retailers for the suggested retail prices of $79.99 to $99.99 and comes with a three- year warranty. Users also may download the Waterpik 14 Day Challenge app, which will be available in March to receive information on how to create healthy teeth cleaning habits.