Guarding Against Tooth Erosion
One of the body’s strongest substances, tooth enamel, plays a vital role in protecting the sensitive inner tooth from daily wear and tear. Yet with today’s lifestyle of eating and drinking on the go—particularly acidic food and drink—enamel erosion is all too common.
In the U.K., 91 percent of dentists report seeing patients with acid erosion on a weekly basis, and 9 in 10 adults experience cavities caused by tooth decay. Rinsing with LISTERINE® Total Care Enamel Guard, a unique blend of LISTERINE® essential oils and enhanced fluoride, helps re-mineralize and re-harden tooth enamel. The product was successfully launched in the U.K. in August 2010 and is expanding into Europe and other markets globally.
The LISTERINE® brand was a significant driver of the Oral Care business in 2010. LISTERINE® Total Care products, including LISTERINE® Total Care Enamel Guard, accounted for more than half the brand’s total sales.
“The continued success of LISTERINE® mouthwash in Europe is based on a deep understanding of consumer needs, met through innovative products,” says Neil Dickenson, Oral Care Franchise Director, Europe, Middle East and Africa. “LISTERINE® Total Care has been a key focus, driving growth across the region.”
Connecting With Consumers Online
Online and home shopping specialty channels are showing tremendous growth globally in the premium skin care and beauty category. These include TV and
mobile-enabled shopping, branded stores and door-to-door sales. The advantages specialty channels offer, including discounts and fast delivery, make them attractive to price-sensitive loyal customers and early adopters.
The Consumer business is moving into these alternate channels and building organizational capabilities to support the strategy. The Korean skin care market is one example.
In 2010 the NEUTROGENA® brand saw double-digit growth in Korea by engaging consumers with content and solutions for acne through a clear-skin website. Products specifically designed for sale online, with direct links to purchase, were the brand’s main revenue drivers. Strategic alliances with top online retailers helped make CLEAN & CLEAR® the No. 1 teen skin care brand in major online channels in Korea. And the AVEENO® Baby site has become the hub for sharing the AVEENO® product experience as well as for viral marketing. Efforts like these in Korea contributed to growth outside the U.S. in 2010.