Thetoothpasteextends the brand into the growing beauty category in oral care, representing 11 per cent of the total oral care category and currently worth £99.8m. From July 12th the new Aquafresh toothpaste will be available in ‘Tingling Mint’ and ‘Illuminating Mint’.
Andy Mahoney, Aquafresh senior brand manager at GlaxoSmithKline says, “The launch of Aquafresh High Definition White is an exciting step change for the brand and targets a completely new profile. The core audience is a consumer who wants the functional benefits of a healthy oral care regime but also places appearance high up on the agenda when shopping for toothpaste. Aquafresh High DefinitionWhite is perfectly placed to meet these shopper needs by delivering everyday oral care benefits, as well as providing the shopper with a high definition, illuminating smile. Tapping into this new consumer base, Aquafresh High DefinitionWhite is set to unlock incremental sales for retailers and add value to the category by offering something that is new and unique.”
Aquafresh High Definition White is a premium whitening toothpaste that actively polishes and whitens teeth whilst also being gentle on enamel. Scientists at GSK have developed the unique, micro-fine Illumipearls technology – which removes stains and polishes the surfaces of your teeth to give them gloss and shine.
The new toothpaste is available from July 2013 from GlaxoSmithKline Consumer Healthcare in 75 ml packs and has an RRP of £3.49. The launch will be supported by a heavyweight £3.8m marketing campaign which will commence in September and will include TV, outdoor, digital, print and in-store activity. Retailers are recommended to stock up now in order to maximise their premium beauty offering and capitalise on this growing sector of the oral care category.