Oral care is expanding out of the world of legacy toothpaste and mouthwash brand into a broader category. CosmeticsDesign spoke with Amaia Alcalde, managing director at ico Design, about what oral care marketing and design looks like today.
As the teeth whitening category continues its time in the spotlight, with a growing array of products available it’s important manufacturers and brands understand regulatory restrictions in place worldwide.
Personal care giant Colgate-Palmolive has developed an oral care teeth whitening composition using natural, plant-based abrasives derived from walnut tree bark and branches for improved polish and shine.
New York indie brand CHRŌM Toothpolish wants to take its line of coloured, glittered, glow-in-the-dark and whitening tooth polishes deeper into Europe, as it works on building an entirely new cosmetics category, its founder says.
A print and online advert for the UK company's 'Beverly Hills Formula' whitening toothpastes has brushed the Advertising Standards Authority up the wrong way by exaggerating the time the products take to whiten the teeth.
A new review conducted by the University of Michigan claims that
tooth-whitening products do what they claim, but that the effects
are only short-term, with the effects of longer-term use still
P&G-owned Crest says that its latest toothpaste, Crest
Pro-Health, is the culmination of ten years of development work and
should prove to be one of the most comprehensive and far-reaching
oral care products on the market.