BEAUTY CARE

HealthWarehouse.com, GC America promote MI Paste

BY Michael Johnsen

CINCINNATI — HealthWarehouse.com and GC America on Wednesday announced a partnership to distribute MI Paste, a professional dental product that helps strengthen teeth and aids in keeping them cavity-resistant.

MI Paste and MI Paste Plus provide calcium and phosphate ions at the surfaces of the teeth. The active ingredient, Recaldent, is casein phosphopeptide-amorphous calcium phosphate (CPP-ACP). Using MI Paste twice daily helps promote enamel strengthening and diminish white spots, the companies stated.

MI Paste is available to consumers exclusively at HealthWarehouse.com in the United States with a valid prescription.

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Clearasil joins forces with MTV for new campaign

BY DSN STAFF

PARSIPPANY, N.J. — A new public service campaign created by Clearasil in conjunction with MTV Networks, which promotes awareness and education about issues affecting young adults, made its debut this week.

The Make the Clear Choice campaign, which appeared on MTV, features the music channel’s news correspondent SuChin Pak. The announcement also encouraged viewers to visit Act.MTV.com, a new MTV platform that celebrates young people having an impact on issues they care about, such as drug and alcohol abuse, sexual health and self esteem, and makes it easy for anyone to take action and get involved.

In line with the campaign kickoff on MTV, Clearasil also is promoting Make the Clear Choice on the brand’s Facebook page to engage its core audience by donating up to $30,000 split among three nonprofit organizations — Partnership at DrugFree.org, StayTeen.org and The Jed Foundation’s Love is Louder campaign — whose mission is to help teens make clear choices.

"Teens and young adults are facing tough choices every day that don’t always have a clear choice," said Kevin Harshaw, Clearasil’s personal care marketing director. "We are very excited to be partnering with MTV to create a campaign that engages these young adults. As a highly recognized name in the acne market, we look for ways to take a responsible approach to teen issues."

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Orabrush completes investment round

BY Antoinette Alexander

SALT LAKE CITY — Tongue cleaner Orabrush has closed a $2.5 million investment round with True Ventures of Palo Alto, Calif., and returning investor 2x Consumer Products Growth Partners of Chicago. The funds will be used to help accelerate the company’s retail growth strategy, according to the manufacturer.

"This financing, made by savvy investment veterans with strong industry creditability, validates Orabrush’s platform as a rising consumer products player, as well as a transformative social media company," stated Jeff Davis, president and CEO of Orabrush. "This extremely smart money not only provides us the means to scale our online success with retailers globally; it also enables us to access and leverage the networks of both True Ventures and 2x Consumer Products Growth Partners to scale our capabilities far beyond that of a small startup company."

Last month, Orabrush became the second-most-subscribed sponsor video channel on YouTube, garnering more than 34 million channel views, the company stated. Created by Robert Wagstaff in 2000, Orabrush has parlayed its social and traditional media exposure into a retail brand, including most recently to retailers in the United States, Japan and United Kingdom. According to the Orabrush website, it is sold in nearly 1,400 stores. In addition, direct online sales have surpassed $1.4 million from consumers in 114 countries.

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