BEAUTY CARE

Market research: Oral hygiene a high priority to cost-conscious consumers

BY Allison Cerra

NEW YORK The stumbling economy has increased the demand for oral care products that work as effectively as professional tools, according to a new consumer market research report.

This cost-conscious approach to oral care has intensified demand for mainstream toothpaste, mouthwash and manual brushes capable of substituting for a professional caliber cleaning within the comfort of consumers’ homes and the confines of their budgets.

Multifunctional oral care products featuring whitening power properties are particularly popular, and helped U.S. retail sales of oral care products intended for consumer use amount to more than $9 billion in 2008, according to U.S. Market for Oral Care Products, 7th Edition, a new report from market research publisher Packaged Facts. The level represented an increase of more than 3% over the almost $8.8 billion the oral care market achieved in 2007.

Over the counter oral care, a market that qualifies as mature because the size of its consumer base nearly matches the size of the entire nation, can rely on population growth asan ongoing positive factor. Such growth may be slow, and not always able to overpower negative economic or societal conditions every single year, but the net result for oral care saleswill always trend positive over time.

“Virtually everyone brushes his or her teeth, and huge components of the U.S. population chew oral care gum, or gargle mouthwash. Such widespread use of basic-need products results in an oral care market that is mature in its essence, whether or not it can be stimulated by clever product innovation, or equally clever positioning, advertising, and promotion,” says Packaged Facts publisher Tatjana Meerman.

Packaged Facts projects the oral care market will attain solid progress during the 2008-2014 period, with retail sales anticipated to total nearly $11 billion by the end of the six years. This equates to an expansion of more than 20%, or a robust $1.8 billion. The compound annual growth rate (CAGR) of about 3%, though not staggering, spells modest progress for such a large dollar base.

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For Clearasil, ‘breakouts’ are meant for the dance floor

BY Allison Cerra

PARSIPPANY, N.J. In an effort to promote its new pimple blocker pen, Clearasil has hosted a dance crew battle in New York City.

On Tuesday, five of the top teenage dance crews battled for the title of the First Clearasil Dance Crew, on the stage at the Hard Rock Cafe in Times Square. Hosted by actress Michelle Trachtenberg, the first ever Clearasil Pimple Blocker Battle will feature the elite in young dance talent, who competed for a prize package worth over $10,000 and a year contract with Clearasil.

The top five crews, named Beat Blockerz, Cheerasil, CompleXion Crew, Spot Stompers and Ultra Cru, were chosen at a casting call held in February. Each of these dance crews will perform at the Clearasil(R) Pimple Blocker Battle in front of an esteemed celebrity panel of judges, including former “Dancing with the Stars” champion Drew Lachey, Disney star Alyson Stoner and celebrity choreographer GEO.

The dance crews will compete to promote Clearasil’s new Ultra Pimple Blocker Pen. The Clearasil Ultra Pimple Blocker Pen works quickly and effectively to help stop a pimple in its tracks. Crews will incorporate the Pimple Blocker Pen as they pop, lock and drop to their favorite dance tracks.

After each of the five crews has performed, the judges will select their top two crews. The bottom three crews will then be asked to perform a freestyle routine before the judges make their final deliberations and select the third crew. These three finalists will then go on to compete in the online competition, set to kick-off on the Clearasil Web site in the days following today’s battle.

All those in attendance and everyone at home will be encouraged to visit clearasil.us/pimpleblockerbattle beginning on April 9th, to watch the play back of the top three dance crews and vote for their favorite. Clearasil encourages all of America to join the ‘battle’ against acne as they crown the very first Clearasil Dance Crew.

For more information on the Clearasil Pimple Blocker Battle, or to vote for your favorite dance crew beginning April 9th, visit www.clearasil.us/pimpleblockerbattle.

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Colgate-Palmolive introduces Colgate Wisp

BY Allison Cerra

NEW YORK Colgate-Palmolive has introduced a single-use mini-toothbrush with a breath freshening and can be used anytime, anywhere — no water or rinsing required.

Colgate Wisp has unique bristles that gently remove food and plaque from between teeth to provide consumers with a just-brushed clean. A refreshing liquid-filled bead releases a burst of freshness in one’s mouth. Additionally, there is no need for water or rinsing.

The innovative mini-toothbrush fits in a pocket or purse and is conveniently packaged in a portable case for on-the-go cleaning and breath freshening.

“We are very excited to announce this breakthrough innovation and offer consumers a convenient way to both clean and freshen their mouths on-the-go,” said Spencer Pingel, Colgate-Palmolive, U.S. Oral Care. “Whether a consumer is looking to freshen their breath after a meal or to remove that filmy feeling after a cup of coffee, Colgate now offers the perfect portable, effective solution.”

Available in peppermint, spearmint and cinnamint, Colgate Wisp will be available in the oral care aisle at retailers nationwide beginning in April 2009. The suggested retail price is $2.39 for a 4-pack and $7.99 for a 16-pack.

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