Drug Store News exclusive: P&G brushes up oral care segment with new Outlast line
CINCINNATI Procter & Gamble is looking to further innovate the oral care segment and help its retail partners bolster sales with the launch of its new Scope Outlast mouthwash, Crest Plus Scope Outlast toothpaste and Oral-B Floss Picks Plus Scope Outlast Flavor.
“This is our extremely exciting breakthrough innovation that we are bringing to life not only with a new benefit area for consumers but also exciting new packaging that is really going to pop off the shelf and speak to consumers that there is something new and different going on in the Scope business,” Christine McGovern, Scope brand manager, told Drug Store News.
The launch is the biggest innovation in Scope’s 40-year history and is P&G’s largest initiative in oral care for its fiscal year.
Scope is P&G’s biggest mega-property, having grown 5% over the last year, but consumer research unveiled that its target consumers are under-consuming in the breath segment and have a desire for “long-lasting breath protection.” Looking to further strengthen the rinse, paste and floss categories and trade up consumers, P&G developed the Outlast technology and is bringing to market the three new premium products that have a regimen feel.
What makes the products unique is the Outlast technology, which is formulated to attach to receptors in the mouth to deliver a long lasting fresh feeling. In fact, according to P&G, the products are designed to deliver five times longer-lasting breath compared with brushing alone with ordinary toothpaste.
The target consumer tends to be a younger, image-conscious consumer (typically ages 25 to 35, with 28 being the bull’s eye) who is outgoing and social and wants fresh breath and a great smile, said McGovern.
The Scope Outlast mouthwash bottle is also designed to drive consumption.
“We purposely put this product in a bottle that would speak to the consumer that this is something new and different. We really wanted to reinvent Scope with this,” said McGovern. “We are also trying to drive more consumption. One of the things we’ve learned is that consumers tend to put the bottle underneath their cabinet so if you want consumers to use the product twice a day as part of their routine if it is out of sight it could be out of mind. Having a bottle that is counter-worthy can help drive more usage and consumption to help bring those extra sales to the marketplace.”
The launch will be supported by a multi-pronged marketing campaign comprised of print and TV ads, digital marketing and social media, in-store support and sampling. In addition, Crest and Scope spokesperson and celebrity Ryan Seacrest will promote the launch via advertising and consumer outreach.
The products will be available in stores in early September. The Scope Outlast mouthwash is available in Long Lasting Mint and Long Lasting Peppermint flavors with a suggested retail price of $4.99 (750 mL) and $5.99 (1,250 mL). Crest Plus Scope Outlast toothpaste, available in Long Lasting Mint flavor, has a suggested retail price of $3.25 (4 oz.), $3.75 (5.8 oz.) and $4.25 (7.6 oz.). Oral-B Floss Picks Plus Scope Outlast Flavor, available in Long Lasting Mint flavor, have a suggested retail price of $3.49 for 75 picks.
Temptu brings consumer line to Sephora
NEW YORK Temptu, a provider of professional airbrush makeup for film and television, is bringing an exclusive consumer line to Sephora that includes an airbrush makeup system for at-home use.
Through the exclusive partnership, Temptu will make available in September its new makeup line that includes the patent-pending Temptu AIRbrush Makeup System and makeup AIR pod, an at-home airbrush makeup system that utilizes a disposable pod system. Makeup is encapsulated in pre-arranged pods that contain foundation, blush and highlighter. Each pod contains one to two months of makeup and is self-sealing.
To help beauty mavens master the application technique, Temptu and Sephora will offer a Temptu-branded educational and experiential lab in the newly launched Sephora Beauty Studio. Sephora beauty experts will offer AIRbrush product training and “express services” to consumers to encourage experimentation and learning with the new Temptu AIRbrush technology.
Temptu AIRbrush Makeup System and AIR pod makeup. The retail prices ranges from $35 to $225.
NPD develops store-level information service for prestige beauty market
PORT WASHINGTON, N.Y. Market research company the NPD Group has announced the launch of its first-ever store-level information service for the prestige beauty industry to help clients gain deeper insights into what’s happening within the prestige market.
“This store-level data gives our clients the ability to refine their sell-in strategies, discover regional opportunities, and understand how distribution and sales rates impact market share,” stated Diane Nicholson, president of beauty for The NPD Group. “Sharpening your view of the marketplace allows for an increased competitive edge and stronger margins — crucial factors particularly in today?s precarious marketplace.”
The data states, for example, that 1-in-5 dollars spent in the prestige beauty market come from either the Pacific or South Atlantic regions. The Pacific region has the largest dollar share at 22%. A total of 80% of the total prestige beauty sales came from five regions in the United States.
The Market View Current Conditions report is based on information gathered from participating retailers on a weekly basis. Market level tracking provides NPD’s clients with a monthly view of this data, aggregated at the regional level as well as the additional capability of viewing other geographies.