BEAUTY CARE

Water Pik launches new flosser

BY Antoinette Alexander

FORT COLLINS, Colo. Water Pik, a developer and manufacturer of personal healthcare products, has developed the new Waterpik Water Flosser, which uses pulsating water to clean between teeth and below the gum line.

According to the manufacturer, the University of Amsterdam conducted a clinical study comparing the Waterpik Water Flosser with traditional string floss and the Water Flosser was clinically proven to be twice as effective as traditional floss for improving gum health. In another study recently conducted by the University of Southern California School of Dentistry, the Water Flosser removed 99.9% of plaque from treated areas.

“Our data shows that 80% of Americans don’t floss regularly and 75% have some form of gum disease, so these new clinical research results are extremely relevant, because they show that people finally have an easier and more effective alternative to traditional floss,” stated Jay McCulloch, VP of marketing for oral care products for Water Pik.

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Reporters Notebook

BY DSN STAFF

Supplier News

Mars’ new M&M pretzel chocolate candies hit store shelves in June at a suggested retail price of 79 cents for a single-size bag, $3.49 for medium-size bags, $4.99 for large-size bags and $8.99 for a 30-oz. stand-up pouch. Consumers were given a taste of the newest M&M creation in April through the brand’s Facebook fan page, Mars said.

Nestlé has launched new Juicy Juice Sparkling fruit juice beverages, which contain no added sugar, artificial colors or flavors. The new beverages blend 70% real fruit juice with 30% lightly carbonated water and are an excellent source of vitamin C. Each serving counts as one serving of fruit toward the daily recommended intake. Juicy Juice Sparkling will be available in stores nationwide at SRPs of $2.68 to $2.99 for the four-bottle multipack, and 99 cents for single-serve cans.

Barilla’s Piccolini pasta has formed a new partnership with Disney in which Barilla-sponsored games will be on Disney’s website for children’s use. With the Play it with Pasta function on the site, children can build custom works of art with pasta-inspired stamps, brush strokes and textures, the companies said. Additionally, parents and family members can schedule 1-of-6 themed, personalized phone calls from such popular Disney characters as Mickey Mouse, Minnie Mouse, Donald Duck and Goofy for their little ones.

Aerated chocolate brand Bubble Chocolate announced that Duane Reade is selling both dark and milk chocolate bars in more than 250 locations. The SRP for a Bubble Chocolate bar is $2.49.

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Latina beauty sector a power play for suppliers

BY Antoinette Alexander

Latinas tend to over-index on beauty products as, in their opinion, beauty means power and upward mobility, Mintel’s senior analyst of multicultural reports, Leylha Ahuile, said during a recent webinar. This is one reason why these 23.6 million beauty mavens are a sweet spot for brands.

“The majority of Latinas take great pride in looking as beautiful as they can, and this is why they over-index in their consumption of many beauty and personal care products,” Ahuile said during the June 16 “Marketing to Today’s Latina” webinar. “Beauty for both older and newer generation Latina means power and upward mobility,” Ahuile added.

However, it is important to note that not all Latinas—which by 2050 will comprise a quarter of the U.S. female population—approach beauty the same way.

According to Mintel’s research, English-dominant and bilingual Latinas consume more makeup than those who only speak Spanish, and household income also has a significant impact on makeup consumption. Latinas with a household income of $50,000 to $75,000 consume the most makeup, compared with those of any other income bracket.

While many women tend to use less makeup as they age, that is not the case with Latinas. In fact, Latinas in their 50s and 60s are 20% more likely to consume makeup than non-Latinas in the same age group. Ahuile noted that there seems to be few beauty advertisers targeting the Latinas in this age group.

Another factor that makes Latinas ideal beauty shoppers is that they are not afraid to experiment with makeup. More specifically, Latinas—especially U.S.-born Latinas—love to focus on their eyes and are high users of eye shadow, eyeliner and mascara. And when it comes to lipstick and lip gloss, they are likely to never leave home without it.

“Keep in mind that U.S.-born Latinas are likely to be English-dominant and are more likely to want to see products designed for [them], and [their] media language preferences are beginning to change. All of this impacts [their] product choices and how advertisers should communicate with [them],” Ahuile said.

Ahuile said that there is no one “Latina look” and, given the different skin tones of Latinas, a wide range of products should be developed. “It is not always easy for personal care companies to hone in on the specific needs of the Latina consumer; therefore, a wide range of products need to be developed to meet the needs of Latinas,” Ahuile said.

“What was really surprising was the high number (81%) of Latinas who would like to see more personal care products with bilingual packaging,” Ahuile added. This strong desire for bilingual packaging is more about being acknowledged and respected by the brand.

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