Oral Care

Sensitivity has generated a big buzz in toothpastes.

GSK Consumer Healthcare is lauded by retailers for its efforts to bring attention to the issue and build sales of its Sensodyne brand. The company said Sensodyne is the No.1, dentist-recommended toothpaste for sensitive teeth. All Sensodyne SKU’s showed healthy growth for the 52 weeks ended July 9, according to IRI.

Oral care is just the latest of many categories where disruptor brands have taken a bite out of consumer packaged goods leaders’ market share.

But unlike others, such as cosmetics or skin care, the behemoths have done an admirable job of brushing up on innovations of their own. Or have purchased the brands that are shaking up categories, as in the case of Colgate’s ownership of Tom’s of Maine.

The prognosis? A win for customers, booming sales for fledgling and heritage brands and a constant planogram shuffle.

Other specialty areas of the toothpaste category include travel sizes, such as that recently revealed by Dr. Bronner’s. The new 1-oz. tube is TSA-compliant for carry-on luggage. Dr. Bronner’s peppermint All-One toothpaste is made with 70% organic ingredients, including organic coconut flour, coconut oil as a mild abrasive and aloe juice to soothe gums.

It is a low-foaming formula in a toothpaste tube that’s 100% recyclable, the company said. Priced at $2.49 per tube, the travel size started hitting shelves priced in September.

NEW YORK — Kiss of Fresh Air recently introduced a line of fresh breath mists that offers users an alternative to freshen their breath from the usual gum and mints. The brand is currently available nationwide, including retailers 7-Eleven, Safeway and Walmart.

Sales of breath freshener sprays and drops are up 7.1% for the 13 weeks ended Aug. 13 to $4.9 million, according to the latest IRI data, across total U.S. multi-outlets.   

NEW YORK — Supersmile on Monday launched the whitening system Supersmile Extra White, which its highest concentration of Calprox, the a proprietary formula of encapsulated calcium peroxide and minerals. Extra White is clinically proven to remove surface and intrinsic stains for whiter, brighter teeth, while also improving gum health, the company stated. It contains calcium, magnesium, phosphates and fluoride.

Cosmoprof North America, or CPNA, delivered a robust beauty trade fair featuring resources for every aspect of business, from packaging and filling to finished product. The event, held July 9 to July 12 in Las Vegas at the Mandalay Bay Convention Center, grew this year in both attendance and square footage, which can be attributed to expansion in such specialized areas as scent, natural products and multicultural items, not to mention a multitude of country pavilions — with Korean beauty holding court in two areas.

Americans are spending more than $60 billion on beauty annually. To survive as a meaningful competitor in this evolving beauty arena, drug stores must start to burnish their image.

EWING, N.J. — In a move aimed at bolstering its oral care portfolio, Church & Dwight on Monday announced it planned acquisition of Waterpik. The CPG giant will be paying $1 billion cash for the company, which markets the No.1 water flosser brand and showerhead brand, and brought in $265 million in sales for the 12 months ended June 30.