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British Ad Watchdog Says Colgate Ad For Whitening Toothpaste Was Misleading

The U.K.'s advertising watchdog has ruled that an online ad for a Colgate whitening toothpaste was false on at least one count, and must not run again with the misleading claim. The Advertising Standards Authority, acting on a four-count complaint filed by Procter & Gamble U.K., said the video ad that ran on the Colgate website beginning in August 2014 suggested that Max White One Optic had an immediate whitening effect, leaving the teeth “much whiter” than before. The ASA said the toothpaste did in fact whiten the teeth, but the effect was small. The ASA dismissed three other P&G complaints about the ad, arguing that Colgate had supported the claims with sufficient evidence. 

"Colgate toothpaste ad not quite whiter than white, says ASA", Campaign Magazine, June 30, 2016

Oral Essentials Adds Toothpastes To Product Family

The Oral Essentials oral care brand from dentist Kourosh Maddahi is expanding its product line from mouthwash to two varieties of toothpaste: original formula and whitening. Ingredients include vegetable (rather than petroleum-based) glycerin, French essential oils, xylitol sweetener, and Dead Sea salt, but no harsh chemicals, preservatives, or dyes. The whitening version contains the same ingredients, plus lemon, coconut, and sage oils. It does not use baking soda or hydrogen peroxide. Maddahi says the news toothpastes provide “a truly safe and pure oral care system that actually works.”

"Dr Kourosh Maddahi Launches New Oral Essentials Toothpaste in Original and Whitening Formulas", News release, Dr. Kourosh Maddahi (Oral Essentials), June 30, 2016

Recipe For A Longer Life: Eat Whole Grain Foods

An exhaustive review of published research and individuals’ health data finds that eating whole grain foods can extend lifespan. The Harvard study shows that people who ate 70 grams of whole grains a day lowered their risk of premature death, cancer and cardiovascular diseases, as long as a healthy lifestyle was followed. Refined grains stripped of their bran and germ during the milling process have a longer shelf life, but lack key nutrients unless they are “enriched.” U.S. dietary guidelines that recommend at least three daily servings — or 48 grams — of whole grains to "improve long-term health and prevent premature death." Researchers based their findings on the results from 12 published studies and health information from more... More

"Whole grains can help you live longer, Harvard study finds", Chicago Tribune, June 13, 2016

Philips Debuts Electronic Toothbrush Plus Smartphone App

Philips has unveiled an adult toothbrush that can be used with a smartphone app to tell brushing direction, angle, and brush pressure. The app collects the data, tracks it over time  and maps it against a 3D tooth image that can be used by a dental hygienist to instruct a patient in addressing trouble areas. Equipped with an accelerometer, gyros, and pressure sensors, the Sonicare Flexcare Platinum Connected brush has three brushing modes with different intensity levels, and a two-minute timer. The price of the new brush will be $199.99 and it will be available this summer.

"Philips new location aware Sonicare Connected toothbrush knows which teeth you're brushing", CNET (paid content by VSP), June 09, 2016

Will Toothpaste Pods Get Funding Needed To Launch?

Inventor Wayne Solan and his company Dental Development Systems are using a Kickstarter campaign to raise money for a novel toothpaste-in-a-pod product. The idea behind the single-use Poppits pod is to eliminate the traditional, nonrecyclable toothpaste tube (the pods themselves are sold in recyclable paperboard boxes). The toothpaste in the cellulose-enclosed pod is released as soon as it is popped into the mouth and brushing begins. Solan says he has secured funding from a toothpaste company and manufacturing company, but at this writing was still $10,000 short of his Kickstarter funding goal.

"Poppits pods offer toothpaste without any of the packaging",, June 08, 2016

New Colgate/ADA Social Media Initiative Encourages Hispanic Oral Health Care

Colgate and the American Dental Association have launched a social media-based promotional program to improve oral health among U.S. Hispanics. A component of Colgate's annual Oral Health Month initiative, “Share More Time, Share More Smiles” encourages Hispanic families to post photos of their smiles on Facebook, Twitter, Instagram or Google+ as a way to teach them about proper oral care. For each image posted, Colgate will donate $1 (to a maximum of $40,000) to an ADA Foundation program (Give Kids A Smile) that provides free oral health care, education and screening to under-served children.

"Colgate and The American Dental Association Inspire Hispanic Families to Share More Time, Share More Smiles During Oral Health Month This June", News release, ADA, June 01, 2016

Chemist Who Developed Crest Whitening Toothpastes Joins Startup

Former P&G chemist Carlos Martinez has joined a startup company to lead development of a tooth whitener made from marine animal proteins. Martinez led development of the whitening varieties of P&G brand Crest, including Whitening Plus Scope, Vivid White and ProHealth. SafeWhite Inc. uses edible proteins from bioluminescent marine creatures as well as the adhesives used by shellfish to cling to rocks. To secure tranches of a $1.25 million Ohio Third Frontier loan, the startup has  won certification that its product is nontoxic, and has signed a contract with a large consumer goods company that may license the product after it completes its own in-house tests.

"Veteran P&G researcher for Crest toothpaste joins startup making teeth whitener from the sea", Columbus Business First, May 31, 2016

Smart – And Expensive – Toothbrush Seeks Niche Market

A Wilmette, Ill., dentist has launched a company whose sole product is a high-tech toothbrush that sports a camera and smartphone connection. The camera gives Prophix toothbrush users a look into their mouths – via a smartphone app – while brushing. They can check their gums and teeth, including the hard-to-see back molars. The camera snaps photos that can be saved for future reference. Oral care experts and industry analysts are skeptical of the market for such a device. At $400, it’s hardly an impulse buy, and it’s not necessary for proper oral care. Another consideration: Proctor & Gamble will launch the Oral-B Genius, the newest version of its smart toothbrush, later in 2016. The price is likely to be around $200 – still not an... More

"$400 toothbrush with camera lets you see how well you're brushing", The Chicago Tribune, May 25, 2016

Company Licenses Tooth Cleansing Tool From Dent Group

AV1 Group, Inc., has licensed the Dental Cannatizer, a tooth cleansing tool that uses hemp oil-infusing cartridges, from Dent Group Inc. The Cannatizer uses water pressure to flush out  bacteria, plaque, and small food particles that accumulate where a toothbrush and floss can't reach. It also dispenses hemp oil, which has “numerous holistic attributes,” including antiseptic and anti-inflammatory properties, according to the company. AV1 plans to sell the Cannatizer to the general public and to hotels.

"Enters Into Exclusive Licensing Agreement With Dent Group To Launch Production On The Dental Cannatizer", News release, AV1 Group, May 19, 2016

Ice Cream Shops Nationwide Help Tom's Launch Pain-Relieving Toothpaste

Eco-conscious ice cream shops in 14 states coast-to-coast are participating in a promotional campaign launching the new Tom's of Maine Rapid Relief Sensitive Toothpaste. Dubbed the Sustainable Ice Cream Trail, the campaign encourages ice cream lovers to visit one of the shops that sells only ice cream or gelato containing only natural, locally-sourced ingredients. The new toothpaste uses a patented technology that combines arginine and calcium carbonate to “help seal out pain” in sensitive teeth from eating ice cream. The company claims the toothpaste – which contains no artificial colors, sweeteners, or preservatives – relieves pain in 60 seconds, and also strengthens enamel, whitens, freshens breath, and provides cavity... More

"Tom's of Maine Maps Out New Sustainable Ice Cream Trail ", News release, Tom's of Maine, May 19, 2016

Listerine Zero's Global Market Opportunity Could Reach $17 Billion

Among the hundred new products Johnson & Johnson is launching in 2016 is Listerine Zero, whose advertising will emphasize going ”beyond germ kill” to fulfill “the human desire to feel fully prepared and fully ready.” The company is trumpeting that message, via professional networks and digital media, to 80 countries, hoping to achieve the same market penetration it has reached in the U.S. If it accomplishes that goal it will add 200 million more households globally, which would triple Johnson & Johnson's business. According to the company's arithmetic, if people in those newly-acquired households “swished” with Listerine Zero five times a day, it would mean a $17 billion market opportunity. 

"Johnson & Johnson Consumer and Medical Devices Business Review - Final", FD (Fair Disclosure) Wire / LexisNexis, May 18, 2016

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