BEAUTY CARE

Dr. Scholl’s gives women a shoe break with Fast Flats

BY Michael Johnsen

WHITEHOUSE STATION, N.J. Merck Consumer Care on Tuesday announced the launch of Dr. Scholl’s For Her Fast Flats, representing a practical solution for women who need a break from their uncomfortable shoes.

Fast Flats are compact and foldable shoes that fit discreetly in a purse and come with a wristlet for easy storage and portability. A recent survey conducted by Dr. Scholl’s For Her found that 70% of women admitted taking their shoes off after a night out because they were so uncomfortable. And 80% of women surveyed said that when their feet hurt, it affected their mood.

“While women love their stylish shoes, many feel they have to sacrifice comfort to wear them for an entire day or night,” stated Jay Morgan, VP research and development for Dr. Scholl’s. “We know that’s not the case, and we wanted to give women a great solution for their feet. Fast Flats are fashionable and affordable, enabling women to be prepared for the many scenarios they face throughout the day without having to worry about shoe discomfort.”

Fast Flats are available in women’s sizes 5-6, 7-8 and 9-10 at a suggested retail price of $9.99.

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Consumers reach for simple, value-added oral care

BY Antoinette Alexander

NEW YORK —A glowing smile and fresh breath still are important to U.S. consumers, but there is evidence that the weakened economy impacted the oral care market in 2009, as shoppers became less brand-loyal and increasingly turned toward such value-added products as battery toothbrushes, according to research firm Euromonitor International.

For the most part, this trend is expected to continue, and consumers likely will exhibit a willingness to pay more for products that make their oral care regimen easier, stated Euromonitor in its most recent oral care report. More specifically, Euromonitor predicted that most of the growth will be in “value-added,” “improved benefit” and “simplified” oral care products.

Several upcoming launches suggest that manufacturers are on this track. For example, McNeil-PPC is launching in September the new Listerine and Reach Total Care + Whitening collection. Positioned as a premium multibenefit oral care portfolio, the lineup includes the Listerine Total Care + Whitening mouthwash; Reach Total Care + Whitening toothbrush, which delivers a whitening power with whitening calcium carbonate bristles; and Reach Total Care + Whitening floss, which features micro-grooves to grab more plaque and baking soda to help whiten teeth.

In its recent second-quarter earnings announcement, Colgate-Palmolive noted that new product launches in the balance of the year include Colgate Sensitive Multi Protection toothpaste. The toothpaste is designed to provide long-term relief from sensitivity with regular use, as well as fight cavities, plaque and tartar.

Church & Dwight recently introduced its new Arm & Hammer Whitening Booster Plus Enamel Strengthening, which is designed for people who want effective whitening without adding an extra step to their routines. Before brushing, the formula is to be applied on top of a fluoride-containing toothpaste, and then teeth are brushed as normal.

Meanwhile, Dr. Fresh continues to make oral care fun for children with the launch of its new Hot Wheels FireFly Light Up toothbrush, available at Meijer in late August or early September. A cousin to the original FireFly, the Hot Wheels brush features the brand’s signature light-up technology.

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Congress debates FDA role in safety review of personal care products

BY DSN STAFF

SILVER SPRING, Md. —The Personal Care Products Council announced in July that it is working to create formal processes for the Food and Drug Administration to review ingredients of personal care products for safety at the request of the public and stakeholder groups, and to review all safety determinations made by the Cosmetic Ingredient Review expert panel.

However, roughly a week after the news, Reps. Jan Schakowsky, D-Ill., Ed Markey, D-Mass., and Tammy Baldwin, D-Wisc., introduced the Safe Cosmetics Act of 2010 (H.R. 5786). The new bill would, if passed, reform law on ingredients in personal care products.

Responding to the proposed legislation, the council, while acknowledging a need to modernize the regulatory structure of the cosmetics industry, said the Safe Cosmetics Act of 2010 as written “is not based on credible and established scientific principles” and would place an “enormous, if not impossible, burden on [the] FDA.”

The council’s five-point plan includes enhanced FDA registration, new processes to set safety levels for trace constituents, new FDA ingredient review processes, new FDA oversight of CIR expert-panel findings and FDA-issued good manufacturing practices.

“We urge Congress to carefully consider our recently announced proposals to strengthen FDA cosmetics oversight, including FDA ingredient reviews, and encourage the passage of the FDA Globalization Act of 2009, sponsored by Rep. John Dingell, which also includes enhanced FDA regulations of cosmetics manufacturers. Our proposals and Rep. Dingell’s legislation constitute the strongest, most efficient and viable approach to modernizing the FDA regulation of cosmetics, increasing transparency and enhancing existing consumer safeguards as science and technology evolve,” stated Lezlee Westine, president and CEO of the Personal Care Products Council.

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