BEAUTY CARE

New hello sensitivity relief toothpaste hits shelves

BY David Salazar
MONTCLAIR, N.J. — Oral care company hello products this week announced the launch of its hello sensitivity relief fluoride toothpaste with coconut oil. The toothpaste, formulated with aloe vera, coconut oil and other naturally friendly ingredients, is meant to relieve sensitivity pain and gently whiten teeth, preventing cavities and strengthening enamel, the company said. 
 
“As we developed hello sensitivity relief fluoride toothpaste, we started with one simple question: ‘Why does toothpaste for sensitive teeth have to be insensitive to your taste buds in order to be effective?’” hello products founder Craig Dubitsky said. “Using our guiding principles of effective, naturally friendly and delightful, we created a delicious paste that provides maximum strength sensitivity relief without the yucky aftertaste to help people eat and drink freely. Anything less than delicious and effective would be insensitive.”
 
The new toothpaste uses the maximum amount of potassium nitrate approved by the Food and Drug Administration to relieve sensitivity pain, the company said. It is also free of SLS and sulfates that can cause or irritate allergies, canker sores or bad breath in some people. It is free of dyes, artificial sweeteners and flavors, preservatives, microbeads, gluten and triclosan. It also is vegan and cruelty-free. 
 
The toothpaste is currently available on Amazon and at Kroger, Target and Walmart. The suggested retail price is $5.99 per 4-oz. tube. 
 
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Lil’ Drug Store Products names convenience channel veteran to board

BY Michael Johnsen

CEDAR RAPIDS, Iowa — Lil' Drug Store Products on Wednesday added Peter Tedeschi, former President and CEO of Tedeschi Food Shops, to its board of directors. 

“Peter Tedeschi’s industry experience is unmatched and he fits perfectly with our company culture,” stated Chris DeWolf, CEO of Lil’ Drug Store Products.  “Peter is skilled at thinking differently about the convenience channel and that will help us develop new categories like healthy snacks. We are delighted to welcome him to our board.”

“I’m thrilled to join the Lil’ Drug board of directors,” Tedeschi said. “I have always been impressed with Lil’ Drug’s leadership as a health and beauty care product supplier. They are an innovative company always adapting to the changing market and I look forward to helping Lil’ Drug create and capitalize on new opportunities.”

Tedeschi was the third-generation president of the 200-store Tedeschi Food Shops convenience store chain before they sold to 7-Eleven in 2015. Previously he served as vice-chairman and treasurer for The National Association of Convenience Stores and as the chief strategic officer of for the Midwest Retail Group.

Lil’ Drug Store Products is a supplier of health and beauty care products to the convenience store channel. The company carries a complete assortment of HBC products plus exclusive brands like Rolaids, Ricola, Carmex, Allegra, Rayovac, Opti-Free PureMoist, Systane Ultra and Harvest Snaps for distribution in more than 100,000 convenience stores.  

 

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Colgate Optic White teams with celeb makeup artist to launch new Radiant toothpaste

BY David Salazar
NEW YORK — Colgate Optic White is launching the newest addition to its portfolio, the company announced Monday. Radiant toothpaste by Colgate Optic White contains a new premium formula to go beyond the surface to whiten teeth inside and out, the company said. 
 
As part of the launch, Colgate Optic White is teaming up with makeup artist Mario Dedivanovic. 
 
“The launch of Radiant Toothpaste by Colgate Optic White represents our continued growth as a premium oral care beauty brand to help women achieve a radiant white smile,” Colgate-Palmolive VP and GM, North American oral care marketing, Bill Van de Graaf said. “We are excited to partner with Mario given his deep beauty expertise and passion for helping women everywhere feel beautiful inside and out.”
 
Dedivanovic kicked off his partnership with the brand by hosting an Instagram Live session on how to bring out inner radiance through a person’s smile. 
 
 “My job is to enhance a woman’s looks based on her best features, and I’m a firm believer that a big part of that beauty and radiance comes from within and is best expressed with a show-stopping smile,”Dedivanovic said. “It all starts with having the right beauty tools like the new Radiant Toothpaste by Colgate Optic White so every day you are ready to shine.”
 
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