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Value-added toothpastes attract customers


The saturated oral care segment is benefiting — and is poised to continue to benefit — from toothpastes that promise to deliver value-added benefits.

Once again, those toothpastes that promise to offer such value-added benefits as relieving tooth sensitivity and whitening teeth experienced the greatest lift and, judging in part by the slew of new product launches, that trend will likely continue.

Slated to hit retail shelves in September is the new Rembrandt Gentle White toothpaste, which is geared toward people prone to canker sores. It is positioned as the category’s first whitening product focused on whitening without sodium lauryl sulfate, known to cause irritation, and helps strengthen tooth enamel to prevent daily acid wear, stated Johnson & Johnson Healthcare Products Division McNeil. Citing data from the National Institute of Dental and Craniofacial Research, the manufacturer stated that 19% of adults suffer from canker sores. The new Rembrandt Gentle White retails for $6.99.

Management at Colgate-Palmolive told analysts that they are “very pleased with the continued strong performance of Colgate Optic White toothpaste and are very excited about the launch this quarter of Colgate Optic White mouthwash.” According to SymphonyIRI, sales of Colgate’s 
Optic White toothpaste for the 52 weeks ended July 8 at food, drug and mass (excluding Walmart) totaled about $53 million. 

The company has also developed the new Colgate Optic White enamel white toothpaste, which fortifies enamel through mineralization while providing a whitening benefit. According to the manufacturer, the “bundle addresses a large segment of whitening users and nonusers who fear long-term enamel damage. Enamel variance grew 22% in 2011 and now represents almost 6% of the toothpaste market.”

Kiss My Face, a maker of natural beauty and personal care products, expanded its oral care product portfolio to include the new Triple Action Fluoride and Fluoride 
Free toothpastes.

Meanwhile, Tom’s of Maine has announced the return of its Propolis & Myrrh Gingermint baking soda toothpaste. First introduced in 1998, the toothpaste features a blend of ginger root oil layered with baking soda and peppermint with extracts of stevia for sweetness.

P&G’s Crest and Oral-B Pro-Health For Me, the first complete line of oral care products for tweens (children ages 8 and up), has launched a new electric toothbrush to address oral care issues affecting this specific age group, particularly those with braces. Oral-B Stages, designed for children ranging from 4 months to 7 years of age, has added a Disney favorite, “Jake and the Neverland Pirates,” to the 
product line.



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.

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