BEAUTY CARE

Oral-B develops new Black 7000 power brush

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Oral-B has unveiled what it says is its most innovative power brush to date — the Oral-B Black 7000.

The Oral-B Black 7000 is designed to remove 100% more plaque than a regular manual toothbrush, the manufacturer stated.

Accelerating to top speeds faster than a race car, the new Oral-B Black 7000 features 40,000 pulsations and 8,800 oscillations per minute and provides a tooth-by-tooth clean. It was designed with a sleek, Black handle inspired by its target consumer and the latest trends in luxury and premium goods, including cars, cameras and high-end technology products. Oral-B Black 7000 offers six different cleaning modes, including a new tongue cleaner mode for fresh breath, and is compatible with a range of Oral-B brush heads to provide a personalized and targeted approach to brushing.

The Oral-B Black 7000 also interacts with Oral-B’s SmartGuide technology, a wireless display that acts like a dental professional in your bathroom, providing feedback as you brush, to help guide a two-minute brushing experience, as recommended by dentists. When using SmartGuide, people are five times more likely to brush for two minutes twice a day, and 9-out-of-10 aggressive brushers reduced their brushing force, the company stated.

“With the Oral-B Black 7000, we’re continuing to provide the best brushing technology available, created by German engineers with zero tolerance for plaque and a passion for innovation and design,” stated Rishi Dhingra, marketing director at P&G. “We believe that with this new introduction we’ll deepen our value in consumers’ lives, not just a superior cleaning tool, but as a must-have personal accessory at home or on the road.”

For brushing on-the-go, the Oral-B Black 7000 comes with a travel case. The brush can also be used along with the new Oral-B smartphone app. The app is ideal for users who choose to leave their SmartGuide at home, but still want to enjoy similar brushing guidance when traveling. The six cleaning modes provided by the Oral-B Black 7000 include: Daily clean, Deep clean, sensitive, whitening, massage, and the new tongue cleaner mode. It is also compatible with the following Oral-B brush heads: Precision Clean, 3D White, Sensitive, FlossAction and Deep Sweep.

The Oral-B Black 7000 is available in limited quantity via e-commerce through 2013, and available in department, retail and specialty stores starting in April 2014.

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Zelo Brazilian keratin smoothing system comes to drugstore.com

BY Antoinette Alexander

BOCA RATON, Fla. — Boca Cosmetic Group’s Zelo Brazilian keratin smoothing system is now available on drugstore.com, the manufacturer has announced.

Zelo promises to provide frizz and curl control resulting in the taming of rebellious hair to provide a smooth, polished look with more manageability. The Zelo hair care line contains natural ingredients, including Brazilian keratin, vitamins, exotic oils and emollients from the Amazon.

The Zelo line does not contain harsh chemicals or toxins, which makes it particularly attractive for women wishing to maintain their hair health and avoid formaldehyde found in many salon keratin treatments.

The line includes the Brazilian Keratin Smoothing System and supporting after-care products: Salt- and sulfate-free keratin shampoo, Intensive Care Keratin Conditioner and Velvet Hair Gloss.

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Target, GoodGuide team up in new sustainability initiative

BY Alaric DeArment

SAN FRANCISCO — Target is creating a new ranking system that evaluates personal care and cleaning products based on ingredient safety and disclosure of environmental effects, as well as asking the Campaign for Safe Cosmetics to collaborate with it in developing a standard for cosmetic safety next year.

Working with GoodGuide, Target will give products a score of 0 to 100 based on five criteria. Ingredient safety and disclosure will account for 70% of the score, with ingredients cross-referenced against health hazard databases created by scientific authoritative and regulatory bodies. Transparency will be graded on full ingredient disclosure, including generic ingredients labeled "fragrances," and rankings will ultimately influence which products the retailer sells.

The move drew praise from product-safety advocates.

"The Campaign for Safe Cosmetics congratulates Target for taking an important leadership role in cleaning up the beauty aisle," Campaign for Safe Cosmetics cofounder and Breast Cancer Fund director of program and policy Janet Nudelman said. "By ranking personal care products based on their impact on environmental health, Target is redefining sustainability for consumers and manufacturers."

 

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