Oral care market is bristling with new items

November 21, 2005

When it comes to introducing new products in the oral care category, there seems to be no letup in sight.

When it comes to introducing new products in the oral care category, there seems to be no letup in sight. Here's a look at some of the new items consumers can sink their teeth into:

Procter & Gamble is unveiling Crest Glide Deep Clean, a floss that is formulated to deliver a cooling sensation. The gloss has a micro-textured surface that is supposed to effectively grab, lift, and remove unwanted plaque. P&G claims the floss adds a blast of minty freshness between teeth that can continue even after flossing. The suggested retail price is $3.49 to $3.99.

Customers who frequently misplace their floss will be glad to know that Dr. Fresh, Buena Park, Calif., is bringing out Flosh, a dental floss that is housed in the base of a toothbrush. The brush has soft bristles, which are intended to massage the gums while getting deep into the crevices of each individual tooth, helping to reduce plaque buildup. Flosh is available for a suggested retail price of $2.79-$2.95.

Natural Whole Care Gel Toothpaste comes in spearmint, peppermint, orange-mango, cinnamon-clove, and wintermint flavors. Natural Whole CareToothpaste is available in spear-mint, wintermint, peppermint, and cinnamon-clove. A 6-oz. tube retails for $4.49 to $6.49.

Colgate-Palmolive is taking the wraps off Colgate Luminous Enamel Strengthening toothpaste. The company claims the toothpaste reinforces enamel layers and protects against stains and yellowing. Luminous features a fluoride mineral system for strong enamel; silica whitening technology for whiter, shinier teeth; and sparkling gel in brilliant gemstone colors of aquamarine, garnet, and amethyst. The toothpaste is available in crystal clean mint, cinnamint, and paradise fresh flavors.

Colgate is also introducing a kid's character toothpaste and toothbrush featuring Dora the Explorer.

Not to be outdone by the competition, Pfizer Consumer Healthcare is bringing out Listerine PocketMist Oral Care Mist, a "portable shower for your mouth." The product releases a gentle mist, which the firm claims kills germs that cause bad breath. Listerine PocketMist is sugar-free and is available in cool mint and fresh citrus flavors. A single pack retails for $2.99 and contains more than 140 single mists.

The Oral-B Triumph power electric toothbrush is making its appearance from Gillette. The rechargeable toothbrush features an advanced brushhead with MicroPulse bristles that are supposed to go deep to clean hard-to-reach interproximal areas, helping to remove more than 90% of plaque.

The product's Smart Technology includes an on-board computer in the toothbrush handle to provide feedback to encourage patient compliance. The suggested retail price is $139.99.

Gillette is also offering the Oral-B Pulsar manual toothbrush. The features include MicroPulse bristles that pivot back and forth and gently pulse to penetrate deep interproximally and clean along the gingiva. The handle is available in blue, green, lilac, and red. The suggested retail price is $5.99.

Xlear Inc. is rolling out Spry Dental Defense System, a line of natural oral care products that contain xylitol, a natural sweetener. The line includes mouthwash, toothpaste, infant tooth gel, mints, and chewing gum.

Spry Infant Tooth Gel comes in a 2-oz. bottle and has a suggested retail price of $4.99. Spry Coolmint Oral Rinse has a suggested retail price of $4.49 for a 4-oz. bottle. Spry Coolmint Toothpaste is available in a 4-oz. tube for $4.49.