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Arm & Hammer turns Radiant

BY Antoinette Alexander

Arm & Hammer’s Advance White toothpaste experienced double-digit gains during the 52 weeks ended June 15, according to IRI, and now the brand is looking to further grow sales with its Truly Radiant collection.

(For the full report, including charts, click here.)

Comprised of the Truly Radiant toothpaste and Spinbrush Truly Radiant battery-powered toothbrushes, the launch marks Church & Dwight’s first Arm & Hammer oral care platform.

To help promote the new Truly Radiant line, the brand has enlisted actress Alison Sweeney to be the face of the brand.

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Crest triples whitening power

BY Antoinette Alexander

Earlier this year, Procter & Gamble expanded its 3D White offerings with the new Crest 3D White Brilliance toothpaste and Crest 3D White Brilliance Boost.

(For the full report, including charts, click here.)

Designed to be used in conjunction with the Brilliance toothpaste, the Brilliance Boost contains three times the amount of stain-lifting ingredient compared with Crest 3D White toothpastes. Earlier this month, P&G reported that its Crest 3D White regimen grew market share for 17 consecutive quarters, expanded worldwide and has become a $1 billion business.

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Whitening, multiple benefits push category

BY Antoinette Alexander

It is no secret that oral care is a highly saturated market that benefits from consumers’ regular usage of oral care products as part of their daily grooming routine, but those products that promise to whiten smiles continue to stand out from the pack.

(For the full report, including charts, click here.)

Mintel has stated that it expects modest growth within the U.S. oral care market to continue in the coming years, with the market growing by about 2% annually. By 2017, Mintel predicts that the market will achieve total sales of $7.1 billion.

Toothpaste makes up the largest segment in the market, and those formulas that offer multiple benefits, such as whitening and enamel protection, continue to drive sales for the segment, according to Mintel.

Aside from continued product innovation, Mintel has suggested that retailers could enhance the oral care shopping experience by leveraging the growing presence of in-store clinics.

“Mass merchandisers and supercenters could partner with local dental care providers to provide on-site consultations and even quick diagnostic teeth checks once or twice a week, which may help to address the fact that a number of consumers across the United States lack access to dental insurance and even access to dental providers,” Mintel stated in its 2013 oral care report.

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