Did you brush your teeth? It’s a question that every parent asks their kids at least twice a day. Kids are listening, as dentists say consumers are more aware about the benefits of good oral hygiene.


“People have better oral hygiene habits compared to when I started my practice 18 years ago,” said Dr. Katia Friedman, Friedman Dental Group, which has offices throughout Florida. “They put much more emphasis on preventive rather than curative dentistry.”


Semi-annual trips to the dentist, coupled with a twice daily oral care routine that includes flossing, brushing and irrigating, is the best way to keep teeth healthy, according to Friedman, who, says she doesn’t care if a patient uses Colgate, Crest or any other fluoridated toothpaste.


“What matters is that they brush properly twice a day and come in for routine cleanings.”


Marketers who spend millions to promote their products may be disheartened to learn that dentists aren’t particularly brand loyal, but that doesn’t stop marketers from expanding their offerings on a regular basis.


Crest has expanded its 3D White product range with the new Crest 3D White Whitening Therapy collection, two toothpastes said to brighten teeth from day one and repair weakened enamel.


Created in partnership with dental professionals and scientists, Crest 3D White Whitening Therapy is formulated with an Active Mineral Complex that contains sodium fluoride, said to replenish the enamel to strengthen teeth; silica to gently remove stains from teeth and polish them for a brighter, whiter smile; and a surfactant for a fresh and clean feeling after each use. The range comes in two variants—Crest 3D White Whitening Therapy Enamel Care and Crest 3D White Whitening Therapy Sensitivity Care.


Fellow P&G brand Oral B is also ramping up its offerings with the new Oral-B Genius billed as “the world’s first electric toothbrush that sees what you don’t.”


This intelligent toothbrush system combines what P&G calls revolutionary Position Detection Technology with Triple Pressure Control and a professional timer to help brush like the dentist recommends. According to Oral B, the position detection technology combines cutting-edge motion sensor technology located in the brush and video recognition using the smartphone’s camera to track areas being brushed so that no zone is missed.


A personalized multicolor 360-degree lighting system features 12 different colored LED lights so users can customize their brushes. In the Pro-Clean Mode, proprietary technology interacts with users as they brush, cleaning tooth by tooth and reaching areas that are often missed to ensure a superior clean, said the company.  There is also a complementary App 4.1 available on iTunes and Google Play.


Bright Ideas

Rembrandt, the original teeth whitening brand, advances the at-home whitening category with the launch of a new 1 Week Whitening Kit and 3 Day Whitening Boost Kit that provide visibly whiter smiles from the comfort of home in half the time of traditional 14-day kits.


Ideal for whitening with short notice before a big event or special occasion, the kits arrive online at Rembrandt.com this month at a suggested retail price of $24.99 and $6.99, respectively.  The 1 Week Whitening Kit provides 14 days’ worth of powerful whitening in half the time. The 3 Day Whitening Boost Kit allows consumers to brighten their smiles quickly and experience the true efficacy of Rembrandt products at a low cost.


“Our products are made with the same enamel-safe ingredients dentists use to remove deep stains, making them super effective and safe to use,” said Don Cumming, global brand director for Rembrandt. “Offering both the one-week and three-day options allows consumers to whiten their uniquely beautiful smiles in the way that is best for them.”


Both kits feature StayPut custom-fit whitening strip technology, billed as breakthrough design that is customizable to each user’s unique smile. The larger, whitening tray-inspired design provides maximum coverage to whiten the front and back of teeth.


Prestige dental care brand Go Smile aims to deliver a whiter smile in just one week, without strips or trays. Its new Go Smile Super White Snap Packs were created as an alternative to dentist-office whitening and at-home options. Each single-use applicator contains a capsule of “effective yet gentle” whitening serum. Just apply the serum morning and night for seven days.


The brand also turned its Sonic Blue Teeth Whitening Kit pink in partnership with Susan G. Komen for breast cancer awareness.



A Sensitive Issue


Meanwhile, in the mass market, Curaprox has officially launched in CVS stores nationwide. Approximately 4,000-plus stores are now selling the new CS5460 Sensitive Toothbrushes. According to the company, this toothbrush is unlike any other, with 5,460 “curen” filaments (doubling the bristles on typical nylon toothbrushes) each stroke is super soft to the touch with just the right number of filaments needed to reach deep into every crevice.


The brand also just rolled out Curaprox Black Is White Tough Whitening Toothpaste—a natural toothpaste with a “refreshingly” strong mint flavor with a hint of lime and powered by activated charcoal that acts as a magnet by “pulling” stains off the teeth to restore a natural white smile. The toothpaste is very low on the abrasivity scale and contains no bleach, triclosan, SLS (sodium laurel sulfate) or plastic particles. Currently sold as a set, the toothpaste comes with the company’s hero CS5460 Sensitive Toothbrush, of course.


Also newsworthy right now is the latest launch from Hello, an Organic Apple Toddler Training Toothpaste, which his sold at Target. Created for little mouths from ages 3 months to 2 years old, the clear gel is formulated with xylitol, erythritol, soothing aloe vera and other “naturally friendly” ingredients to keep little teeth and delicate gums clean and strong.


For all ages, Hello is rolling out an activated charcoal fluoride free whitening toothpaste. This black paste, debuting out this month, is available in fresh mint with coconut oil and is formulated with activated charcoal (made from sustainable bamboo), a natural detoxifier that removes surface stains and freshens breath, according to the company.


“We are constantly striving for new ways to elevate the everyday and make our products as awesome and naturally friendly as they can be,” said Craig Dubitsky, founder of Hello Products, Montclair, NJ. “Activated charcoal has been used for centuries for its detoxifying qualities; it’s a natural way to whiten teeth and remove surface stains, and it’s a safe alternative to harsh bleaching ingredients typically used in oral care. Our mission is to bring affordable, responsibly sourced and thoughtfully designed products to everyone, and we’re fired up to welcome charcoal into the Hello family of products.”