BEAUTY CARE

Crest goes beyond toothpaste

BY Antoinette Alexander

CINCINNATI — Earlier this year, Procter & Gamble’s Crest unveiled its latest advancement in oral care with Crest Pro-Health [HD], a new two-step system formulated for deep cleaning and advanced whitening that promises to go beyond ordinary toothpaste.

(Click here to read the full Category Review.)

According to P&G, Crest Pro-Health [HD] isolates key ingredients into two separate steps to deliver results:

  • Step one is a purifying cleanser, containing optimized active ingredient stannous fluoride, which strips plaque away and helps reverse gingivitis while fighting cavities.
  • Step two is a gel that is formulated with hydrogen peroxide, which whitens and polishes teeth by removing surface stains.

To help promote the launch, Crest partnered with actor Taye Diggs to create a short YouTube video that showcases the new daily two-step system in action.

The suggested retail price is $14.99.

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BEAUTY CARE

Social media attracts fans brands want

BY Antoinette Alexander

Looking to engage consumers — especially millennials — major beauty brands are increasingly turning to social media, and oral care is no exception.

(Click here to read the full Category Review.)

As noted in a TABS Group “2014 Insights into the Beauty Consumer” webinar hosted by Drug Store News, social media is “very important” among beauty mavens, with blogs and YouTube topping the list.

To celebrate the launch of Colgate Optic White Platinum Express White toothpaste, Colgate announced a first-of-its-kind collaboration with two of YouTube’s brightest stars, Andrea Brooks of AndreasChoice and Blair Fowler of JuicyStar07.

Together, these YouTube stylists are engaging fans through a seven-part online video series, titled “The Smile Show.” Hosted via Colgate Optic White’s YouTube channel, these segments feature exclusive tips and tricks on topics ranging from fashion to beauty and how to make your smile your best accessory.

To officially kick off this program and lineup subscribers, Brooks and Fowler co-hosted a 30-minute Google+ Hangout, where they revealed their beauty routine secrets.

The efforts seem to be paying off. During its first-quarter conference call on April 30, Colgate executives noted that the February launch of Colgate Optic White Platinum Express White added incremental share. Its year-to-date share for whitening was 5.8%, which grew to 6.8% in March.

Meanwhile, Procter & Gamble’s Crest tapped actor Taye Diggs to help promote the launch of its new Crest Pro-Health [HD]. Diggs created a short video that showcases the new daily two-step system in action. Crest also encouraged consumers to share the video and their #HealthyObsession in creative ways.

Meanwhile, Orabrush’s social media marketing model not only caught the eye of millions of YouTube viewers, but also that of DenTek, which acquired the brand earlier this year. DenTek also partnered with Molio, a video marketing ad technology company founded by former Orabrush executives, to continue building the Orabrush brand on YouTube, which has more than 44 million views.
 

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Renpure’s clear shampoo free of sulfates

BY Antoinette Alexander

MOUND, Minn.— Renpure has developed for 2016 its new Bamboo Coconut Water, which is positioned as the first clear shampoo that is free of sulfates, sodium chloride, dyes, parabens, and gluten in the marketplace.

(Click here to read the full Category Review.)

The technology has taken Renpure’s formulation team two years to perfect. According to Renpure, making a clear shampoo with sulfates and other harsh chemicals would have been the easy route to take, but the company wanted to stay true to its standards and offer a clear shampoo without any sulfates.

The patent-pending technology helps to recharge hair fiber with hydrating coconut water, while bamboo strengthens and repairs damaged hair fibers, the company stated. The suggested retail price is $6.99.

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