News & Innovations Oral Care. May 2013

Transcription

1 News & Innovations Oral Care May 2013

2 Here at Coley Porter Bell we understand brands and brand design. We make brands beautiful: beautifully thought, beautifully realised and beautifully effective. As part of what we do, we constantly search global knowledge banks and use scouts to keep on top of emerging trends and news. Over the following pages we ve summarised a few morsels of interesting launches and news from around the world over the last 12 months that we thought could be of interest to you. It s not all about big brands, more a reflection of what s happening in the oral care industry as a whole. We hope you enjoy it.

3 product innovation

4 Multi active mouthwash with Aloe Vera (Italy) Zuccari has launched Aloe Keep White, a multi-active mouthwash. The product contains pure aloe vera, an ingredient long associated with oral health, in particular healing properties for mouth ulcers. Interestingly, the packaging highlights that the product does not contain any water, suggesting a more potent formula than the majority of mouthwashes. (Over 80% of mouthwash products launched in the last year contained water). The product claims to provide a whitening effect, anticavity action, anti-plaque and anti-tartar control, whilst also freshening breath and being respectful of sensitive teeth and gums.

5 Anti-ageing mouthwash (USA & Japan) Anti-ageing is moving into mouthwash for the first time with Age Essential Antiplaque Adult Mouthwash by Oasis launched in the US early last year and Platius Beauty Aging Serum in Japan at the end of last year. Age Essential is mainly targeting adults aged over 50 and is said to reduce the effects of ageing in the mouth. Platius claim to prevent the accumulation of stains by using a thick serum that covers the teeth and therefore prevents staining, which can make consumers look older. Interestingly, the design for both products follows very different cues with Platius taking more beauty cues versus Age Essential drawing strongly on medicinal and oral health cues to deliver efficacy. Potential opportunity for mainstream brands to launch anti-ageing products to tackle receding gums / gum disease.

6 Chewable toothbrush cleans teeth on the go (USA) Rolly Brush is a chewable, portable mint flavoured toothbrush that does not require toothpaste or water. The tiny rubber disk covered in 276 spiky bristles contains fluoride and xylitol that helps clean your teeth as you chew. The different length bristles reach between your teeth and stimulate your gums, whilst the mint flavour is released to freshen your breath. It is easy, effective and convenient and at US$1 per piece it s nice and affordable.

7 New molecule that can kill cavity causing bacteria in 60 seconds (Chile) Researchers from Yale and the University of Santiago have developed a new molecule that can kill off cavity causing bacteria in 60 seconds. The molecule called Keep 32 has recently been approved by the FDA after an 18 month trial. The chemical can be mixed into toothpaste, mouthwash and even food, so eating sweets could actually be a way to prevent cavities! However, there is a down-side to Keep 32. As it s a form of antibiotics the cavity-causing bacteria (streptococcus mutans) could become resistant to it, leading to a more aggressive strand of the bacteria...

8 Bacteria fighting seaweed (UK) Adding seaweed enzymes to toothpaste and mouthwash could provide better protection against tooth decay, a team of UK scientists have said. Newcastle University scientists claim that the enzyme from Bacillus licheniformis can cut through plaque in hard to reach areas, stripping it of bacteria that cause tooth decay. While traditional toothpastes work by scrubbing off the plaque that contain the bacteria, the enzyme works by stripping away the harmful bacteria and by preventing the build up of plaque too. The aim is to harness this power into a paste, mouthwash or denture cleaning solution.

9 design/packaging innovation

10 Hello products (USA) Hello Products greets the world with the launch of its super friendly oral care line, simply called hello. With a line-up of 99% natural, 100% nice toothpaste, mouthwash and breath sprays, hello promises a friendly mouth: healthy, white teeth, fresh breath, and a clean, moisturized mouth with no harsh chemicals, artificial colours, alcohol or pain.

11 Chatty, chewable toothbrushes (UK) Whilst chewable teeth cleaning products have been around for a while, Lush has injected a little more fun into the whole oral care experience. Its Chou Chou toothy tabs come in a wonderfully named range from I Love You, Breath of God, Dirty, Aquatic, Ultrablast, Sparkle to Atomic. The visuals on pack also have a fun, comic strip feel.

12 Secondary use outer packaging (China) Li Chen Stock has come up with an interesting idea for their medicinal toothpaste, enclosing it in secondary packaging which has a use in its own right as a reusable water bottle. We have seen this done in other categories such as electronics and lighting with Philips head phones packaged in a water bottle, and the Lemnis light packaged in paper that can become a shade. It taps into consumers desire for sustainability. However, it s the first time we have seen it used in oral care.

13 premiumisation

14 Aesop moves into oral care (Global) Luxury personal care brand Aesop is branching away from skin and hair care with the launch of its new mouthwash. The packaging has an apothecary style, reflecting the rest of the Aesop range. The mouthwash is alcohol free and contains carefully selected botanical ingredients that fight odor-causing bacteria.

15 Theodent (USA) At $99 for a tube of the 300 variant, Theodent produce some of the most expensive toothpastes on the market. They claim to have discovered a substance found in chocolate that could actually improve the condition of your teeth, according to research. Fairly new to the market, Theodent promises to strengthen enamel using natural extracts from the cocoa bean, naming it Rennou. The substance was found to strengthen teeth and regenerate enamel by Doctor Tetsu Nakamoto in the 1980s at his laboratory in New Orleans, Louisiana

16 Pared-back elegance (Italy) Product design firm Studio Klass has collaborated with the bathroom fixture company Azzurra Ceramica to design a simple ceramic accessory line, made with the individual in mind. The Pinolo toothbrush holder is designed to be more functional and hygienic than a container. It readdresses the upright toothbrush holder by creating this more elegant horizontal storage. This is a strong example of how, in a busy world, people are drawn to pared-back design cues and simplicity.

17 self quantification

18 Tracking your habits (USA) For all those self quantifiers out there who are busily tracking every aspect of their lives, you can now monitor your brushing habits with the aid of the bluetooth-enabled Beam toothbrush. The toothbrush beams information to an app that monitors every brush stroke and awards you gold stars for your ability to brush. You can time your strokes and monitor your daily progress. But be warned if you shun your teeth too much the device could let your dentist know you have been bunking off.

19 Encouraging healthy habits in youngsters (USA) Dr Fresh has created 2 new products to make dental care more fun and efficient for kids in the US. The Firefly Ready Go Brush times usage to ensue that children are brushing for a minute for their top and bottom teeth. It features a flashing light that turns form green for go to yellow for half way there to red for finished. The Firefly Flouride Foam Toothpaste should be squirted directly into the mouth and promises to flush out bacteria and get at hard to reach spots. Both capitalise on the trend for more sensory experiences, as well as efficient.

20 Keep on track with your routine (USA) This concept toothbrush holder by Christopher Santos not only looks sleek and beautiful but will help you to keep on top of you oral routine. A digital clock in the base can be set to alarm mode, to remind you when you need to brush. It can also be linked to your smartphone. The automatic dental floss dispenser also takes the hassle over flossing. Once the Oral Care Motivator senses that you have set your toothbrush in its hole, a flashing light reminds you to floss and buttons supply you with a length of string.

21 comms

22 Listerine halitosis campaign (HK) The recent Listerine flipbook campaign by JWT Hong Kong was a simple and creative way to encourage people to buy mouthwash. The brand created a flipbook featuring a beautiful and seductive woman and infused the pages with an onion smell which wafted out at users as they flipped through the pages. Brand representatives handed out the flipbook to passersby on a busy street in Hong Kong. At the end of the book was a coupon for a bottle of Listerine. According to Adweek, the campaign was a great success, with the redemption rate for the coupon reaching 66%.

23 Whitening clinic innovative poster campaign (Finland) Finnish dental clininc Hammaspeikko and McCaann Worldwide rolled out an interactive campaign that promotes the clinic s whitening services. When the poster is photographed (using a flash) the animal s teeth light up to highlight the whitening effect. In addition, the clinic s number and discount voucher appear in the photo. Love it or hate it, it certainly catches your attention.

24 summary

25 Summary We are starting to see oral healthcare products specifically designed to fight the signs of oral ageing. Could this be an opportunity for Corsodyl? There continue to be new products designed to be quick, simple and convenient / on the go, or in more eco friendly formats (toothy tabs). New scientific discoveries offer new ways to combat cavity-causing bacteria, from Keep 32 to seaweed or even chocolate (Theodent). Opportunity to stretch to more unconventional ingredients. We see brands are beginning to move away from the well trodden path of clinical packaging cues to other areas such as friendly, fun, premium. The desire to track every aspect of our lives now extends to monitoring our brushing habits. Opportunity to promote specific oral routines with a branded app?

26 For more insights or to hear what opportunities we think these trends / launches may offer, please contact Sarah on sarah.cameron@cpb.co.uk or