Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Tom's of Maine: Naturals pioneer launches Clean & Gentle Care and Sensitive Care toothpastes based on discovery that "the natural ingredient glycyrrhizin, from purified licorice root, creates a natural foaming experience for dispersing ingredients in the mouth without the use of sodium lauryl sulfate," which can be an irritant. Glycyrrhizin, Tom's of Maine says, "needs no additional processing and is gentle on gums - great news for those looking for a gentle brushing experience!" Toothpastes also are formulated with xylitol (from birch trees or corn), glycerin and organic aloe for their soothing properties, and Sensitive Care products contain potassium nitrate, a naturally occurring mineral, to reduce sensitivity in teeth and gums, company says. Clean & Gentle Care toothpastes include Anticavity plus Whitening SLS-free Fluoride in Peppermint and Fennel, Anticavity plus Dry Mouth Soother SLS-free Fluoride in Apricot and Lemon-Lime, and Antiplaque plus Whitening SLS-free Fluoride-Free in Cinnamon-Clove and Spearmint. Tom's Sensitive Care Antiplaque SLS-free paste comes in Wintermint and Black Currant...