More newbies replacing old-school OTCs

June 4, 2007

New over the counter items with unique formulations

These days, manufacturers are imbuing their over-the-counter products with ever more pizzazz. Here's a sampling of the latest crop:

Supplement news

Alva-Amco claims Theradent is the first OTC medicated oral rinse for relief of painful dental sensitivity to cold, heat, sweets, and contact, commonly caused by worn enamel and receding gum lines.

GlaxoSmithKline is premiering Sensodyne Pronamel daily toothpaste, formulated to harden tooth enamel, making it more resistant to further acid attack.

Listerine Tooth Defense anticavity fluoride rinse is making its debut from Pfizer. The mouthwash is intended to strengthen teeth, help prevent cavities, and kill germs that cause bad breath.

Procter & Gamble is getting into the act with Crest Nature's Expressions Toothpaste in Pure Peppermint Fresh, Citrus Clean Mint, and Mint + Green Tea Extract.

Total Advanced Clean Toothpaste is debuting from Colgate Palmolive. The firm is targeting teens with Colgate Max Fresh Kiss Me Mint with mini breath strips that dissolve instantly inside your mouth.

Del Pharmaceuticals is unveiling Orajel Anti-Bacterial Bleeding Gum Rinse and Orajel Mouth Sore Rinse.

For women only

Zestra Female Arousal Fluid is new from Zestra Laboratories. The product is designed to increase female sexual sensation, arousal, pleasure, and satisfaction. Ingredients include borage seed oil, evening primrose oil, coleus extract, angelica extract, and vitamins C and E.

P&G is marketing Secret Clinical Strength Light & Fresh and Powder Protection Advanced Solid deodorants. The firm claims the products are clinically proven to provide prescription-strength wetness protection.

Summer soothers

Boiron is launching Bitecare Gel to aid in healing bites from mosquitoes and bees.

Cleaning up

Mentholatum is launching Oxy Maximum Bar Soap and Oxy Maximum Body Wash. The soap, marketed to teenage boys, contains 0.5% salicylic acid and botanicals. The body wash is a gel formula containing aloe and vitamin E as well as 2% salicyclic acid. Both items come in Extreme Alpine Scent.

P&G is trotting out Noxzema 60 Second Cleansing Whip, a daily cleaning mask designed to deep clean in seconds to remove dirt and oil.