Content about Toothpaste

Toothpastes that promise to deliver value-added benefits, such as whitening teeth or battling tooth sensitivity, are helping to brighten sales.


According to SymphonyIRI Group, sales of toothpaste increased about 5% for the 52 weeks ended Jan. 22 at food, drug and mass (excluding Walmart). Among the biggest gainers: Crest 3D White and Sensodyne ProNamel.


Looking to further grow sales and bolster market share, manufacturers continue to churn out toothpastes that promise to deliver even greater results.


CINCINNATI — Procter & Gamble’s Crest brand has introduced Crest 3D White Glamorous White toothpaste and Crest 3D White Intensive Professional Effects Whitestrips, the newest additions to the Crest 3D White portfolio.

The new Crest 3D White Glamorous White toothpaste utilizes a breakthrough shine technology that noticeably brightens your smile after just one brushing, according to P&G. It also removes up to 90% of surface stains in five days.

SUPPLIER NEWS — Celebrity Denise Richards announced on her blog on Jan. 2 that she has teamed up with stylist Cristophe to create her own hair care line. The Denise Richards Volume Extend hair care line consists of shampoo, conditioner and three styling aids. The line is launching in late January.


SALT LAKE CITY — Orabrush — an oral care company that launched in 2009 with one of the most successful Internet-based advertising campaigns ever and now is available in more than 16,000 retail stores nationwide — has announced the availability of the Orabrush Tongue Foam powered by Orazyme, an enzyme-infused foam that works with the company’s tongue cleaner to help eliminate bad breath.

CINCINNATI — Procter & Gamble’s Scope hit the road this summer to encourage people to breathe easy after savoring the flavor of their favorite foods — especially onions and garlic. Appearing at food festivals across the country, Scope introduced its latest collection of products featuring new Dual-Blast technology, which helps eliminate strong food odors, such as onion and garlic, while killing bad breath germs.

The new offering includes Scope Dual-Blast mouthwash and Crest Complete Multi-Benefit Extra White + Scope Dual-Blast toothpaste.

Innovation — and a bit of fun for the little ones — is the name of the game when it comes to manual and power toothbrushes as manufacturers look to grab consumers’ attention.

Sales of both manual and power toothbrushes are on the rise, albeit not as robust as other segments within the oral care category. According to SymphonyIRI Group, sales of manual toothbrushes rose 2.7% to $466.9 million at food, drug and mass (excluding Walmart) during the 52 weeks ended Aug. 7. During that same period, sales of power toothbrushes rose 2% to $216 million.

NEW YORK — In an effort to bring faster relief to the millions of consumers who suffer from tooth sensitivity, Colgate-Palmolive has developed the new Colgate Sensitive Pro-Relief toothpaste.

Named “Best Whitening Toothpaste” by Real Simple magazine and highlighted at NACDS Marketplace is Luster White 7 toothpaste by Luster Premium White. Developed by a research scientist, medical doctor and dentist, White 7 contains a proprietary blend of eubiotics — therapeutic-grade essential oils that are designed to help promote a healthy smile along with fresh breath. Its active dental peroxide formula aims to deliver maximum whitening results by removing both surface and intrinsic stains. It is available in Power White and Sensitive formulas.

CLEVELAND — Oasis Consumer Healthcare, a maker of oral health products, has announced the launch of Oasis Age Essential, which it is positioning as the first over-the-counter, clinical-strength formula designed to support the changing mouth conditions of adults ages 50 years and older.

REDFORD, Mich. —­­ Oral care company AloeSense has hired advertising agency Western Creative to design a new website to promote its AloeSense products, including toothpaste, dental floss, lip balm and extra-sensitive toothbrushes.

NEW YORK — Colgate-Palmolive announced on Thursday that worldwide net sales rose 4.5% during the first quarter as net income and diluted earnings per share totaled $576 million and $1.16, respectively.

Worldwide net sales totaled about $4 billion during the first quarter, an increase of 4.5% compared with the year-ago period. Organic sales grew 1.5%.

CINNCINNATI — Procter & Gamble officially announced the launch of its new Crest 3D White 2-hour Express Whitestrips and Crest 3D White Advanced Vivid Enamel Renewal toothpaste, which are the latest additions to the Crest 3D White collection.

To promote the launch, Crest 3D has teamed up with actress Amanda Peet. Crest also is donating up to 50 smile surgeries to Operation Smile, an international children's medical charity.