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60 ChainDrugReview/August17,2009

MERCHANDISING/pERSoNAl CARE

anua toothbrushes

tota Doar saes* $443.3 mil. (-7.5%)

DruG stores $156.4 mil. (-6.1%)

Ldi bd**Marketshare

dollar sales(000)

dollar sales% change

Clg 360 8.3% $13,032 - 13.6%

ol-b advg Pl 7.4% 11,523 + 0.1%

ol-b Idic 6.8% 10,632 - 8.4%

ol-b Caci 5.7% 8,841 - 28.2%

ol-b Pl 4.2% 6,541 - 12.5%

ol-b Caci P-hl 3.5% 5,443 + 159.5%

rc advcd Dig 3.2% 5,050 - 16.5%

Clg WIsP 3.0% 4,694 n/a

ol-b advg aic 2.7% 4,151 - 3.5%

ol-b Caci Viliz 2.6% 4,036 - 43.6%

tota unIt saes* 163.4 mil. (-7.8%)

DruG stores 51.9 mil. (-7.7%)

Ldi bd**vg. prceper unt

Unt sales(000)

Unt sales% change

ol-b Idic $3.32 3,203 - 16.2%

Clg 360 4.50 2,896 - 19.0%

ol-b advg Pl 4.43 2,604 - 10.1%

Clg WIsP 2.44 1,926 n/a

ol-b Caci 4.92 1,798 - 32.4%

rc advcd Dig 3.29 1,533 - 14.4%

ol-b advg aic 3.62 1,145 - 1.2%

Clg Wv 2.57 1,039 - 24.9%

ol-b Caci P-hl 5.63 966 + 149.1%

ol-b advg 123 3.48 936

* Total of rug stores, supermarkets an scount stores exclung Wal-Mart tores inc.

**in rug stores only. Prvate lael proucts account for a 19.8% ollar share an a 30.4% unt share.

Source: Information Resources Inc. For the 52 weeks ended July 12, 2009.

PoWer toothbrushes

tota Doar saes* $222.3 mil. (-5.5%)

DruG stores $85.2 mil. (- 0.3%)

Ldi bd**Marketshare

dollar sales(000)

dollar sales% change

ol-b Viliy 9.4% $8,021 - 8.7%

sic ec 8.9% 7,542 + 14.3%

C spib P Cl 8.7% 7,374 + 7.7%

ol-b Pl 6.4% 5,420 - 14.5%

C spib P Wiig 5.9% 4,987 + 23.5%

ol-b Caci Pw x 5.8% 4,932 - 33.9%

Clg 360 5.4% 4,595 + 208.6%

ol-b Pfil C 4.5% 3,836 - 5.9%

sic FlxC 4.2% 3,595 + 872.3%

ol-b Pl P-hl 3.8% 3,201 - 23.1%

tota unIt saes* 23.8 mil. (-2.7%)

DruG stores 8.6 mil. (+0.5%)

Ldi bd**vg. prceper unt

Unt sales(000)

Unt sales% change

C spib P Cl $ 7.92 931 + 1.76%

ol-b Pl 6.00 904 - 16.3%

C spib P Wiig 7.32 681 + 21.8%

Clg 360 7.06 651 + 162.4%

ol-b Caci Pw x 7.69 641 - 44.3%

ol-b Pl P-hl 6.54 489 - 27.0%

ol-b Viliy 21.23 378 - 15.1%

Clg nickld spgb 6.68 297 + 7.1%

sic ec 71.24 106 + 32.0%

C spib P rcg 19.61 95 - 20.9%

* Total of rug stores, supermarkets an scount stores exclung Wal-Mart tores inc.

**in rug stores only. Prvate lael proucts account for a 2.4% ollar share an a 3.8% unt share.

Source: Information Resources Inc. For the 52 weeks ended July 12, 2009.

Childrenget someguidance

NEW YORK Ashtel DentalsBrush Buddies talking tooth-brush is an innovation in chil-drens oral care, says chief ex-ecutive officer Anish Patel.

The product features a dogcharacter design and an amus-ing voice that Patel says chil-dren will enjoy.

But we have designed thisproduct to be more than justcute, he says.

Rather than focus strictlyon entertainment, the audioplayed back through BrushBuddies educates youngstersand encourages healthy brush-ing habits. The voice recordingplays for two minutes, lettingchildren know the recommend-ed brushing time. The audioalso guides children to brusheach section of their teeth,starting with the upper teeth.

Toothbrush makers step up marketing, R&D effortsNEW YORK A flurry of

product and marketing activityis raising hopes for a revitaliza-tion of the toothbrush market indrug stores.

In late spring, for example,

Global Ionics LLC launched theIonic ProClean toothbrush. Theproduct uses long-establishedionic technology that has beenproven to remove more plaquewith less effort, according to acompany spokeswoman.

Ionic ProClean was introducedat a fraction of the price ofcomparable toothbrushes, mak-ing it an ideal product for reces-sion-minded consumers whowant a fresh-from-the-dentistfeeling of clean, she says.

The products ionic technol-ogy temporarily changes toothenamel to a positive charge,which allows the force of polar-ity to loosen the bond of plaque

so that it can be gently sweptaway, she explains.

After rinsing the toothbrushunder running water, the usertouches a small silver strip onthe handle and brushes nor-

mally. Touching the silver stripallows the bodys natural en-ergy to complete the circuit. Ared light on the handle confirmsthat the circuit is complete andthe ionic action is working.

Scientists have known aboutthe importance of polarity for along time its a well-knownphenomenon, says GlobalIonics founder Ken Davidov.And while this technology hasbeen used in Asia and Europefor years, this is the first ionictoothbrush designed for theNorth American and worldwidemarket that neatly encases allthe elements into one hermeti-cally sealed brush, made from

soft materials that are comfort-able to hold.

Dr. Scott Fine, a New YorkCity dentist, notes: Bacterialplaque causes tooth decay, gin-givitis and other periodontal

diseases, and some studies in-dicate a possible link to cardiachealth. The Ionic ProClean canmake an enormous difference inpersonal dental hygiene.

And there is the Colgate Wisp,a disposable mini-toothbrushwith a breath-freshening bead.The product, which can beused without water or rinsing,has unique bristles designed togently remove food and plaquefrom between teeth, accordingto manufacturer Colgate-Pal-molive Co . Smaller than lipstickor a car key, the Wisp fits in apocket or purse and is pack-aged in a portable case.

We are very excited to an-nounce this breakthrough in-

novation and offer consumersa convenient way to both cleanand freshen their mouths on thego, Spencer Pingel of Colgate-Palmolive U.S. oral care said this

year. Whether a consumer islooking to freshen [his or her]breath after a meal or to removethat filmy feeling after a cupof coffee, Colgate now offersthe perfect portable, effective

solution.Brushing releases the liquidbreath freshener (peppermint,spearmint or cinnamint) inthe bead. The suggested retailprice is $2.39 for a four-pack and$7.99 for a 16-pack.

In the power brush segment,Church & Dwight Co. launchedthe $15 SpinBrush Sonic. Adver-tisements for the product havenoted that sonic toothbrushescan be priced at more than$100, but the SpinBrush Sonicoffers sonic technology for afraction of the cost.

Another sonic toothbrushpriced in the under-$20 rangeis Procter & Gamble Co.s

(P&Gs) Oral-B Vitality SonicRechargeable. P&G earlier thisyear encouraged people acrossthe country to see the differ-ence in their smile while mak-ing a difference in childrens

smiles worldwide by usingOral-B toothbrushes. For everypurchase of Oral-B and Crestproducts, the company made amonetary and product donationto Operation Smile to help givenew smiles to children in need.

A four-week study by den-tal health professionals at theUniversity of Florida found thatusing Crest Pro-Health tooth-paste and rinse with the Oral-BVitality Precision Clean powertoothbrush provided up to sev-en times better plaque removalthan was achieved with a regu-lar manual toothbrush and an-ticavity toothpaste, accordingto P&G.

PL offerings enhanced by Rite AidCAMP HILL, Pa. Capital-

izing on the appeal of storebrands, Rite Aid Corp. this yearlaunched the M5 Magnum five-blade shaving system.

The razor, which is billed asoffering a comparable shave toleading brands, retails for $6.99,or $3 less than the comparablenational brand. And purchasingthe M5 Magnums lower-costreplacement blades (at $7.99)stretches the savings.

The M5 Magnum has five tita-nium-coated blades and a trim-

mer on the back of the cartridgefor a more accurate cut on side-burns, on goatees and underthe nose. The razor also fea-tures a larger soap bar, a longer-lasting lube strip with botanicaloils, and a 90-degree trimmingangle for premium performance.Comfort and ease of use are fur-ther enhanced by the M5 Mag-nums ergonomic handle designwith soft-grip raised ribs, whichwas preferred by consumersin side-by-side testing againstleading name brands.

The launch of the M5 Mag-num underscores Rite Aidscommitment to providing ourcustomers with high-qualityproducts at up to 40% lessthan name brand equivalents,Bryan Shirtliff, the chains se-nior vice president of categorymanagement, commented inthe spring.

Consumers are ... realizingthat they can experience thesame premium performancewith more cost-efficient privatebrand products.

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