Unique packaging brings a smile to oral care marketers: innovative packaging attracts consumers...

The ever expanding oral care market encompasses an array of retail and professional products, including toothpaste, whiteners, denture products, mouthwash, fresheners, toothbrushes (manual and electric), night guards, floss and even gum.

The future growth of many of these products looks

Because most consumers already brush their teeth and use mouthwash, players in the market continue to innovate with new products, combination products and next-generation technology to keep the segment growing.

Manufacturers are also relying more heavily on packaging to help differentiate their products and communicate their benefits.

All the right tools

The next-generation in power toothbrushes has arrived. The Ultreo, which adds ultrasound to a sonic (high speed) toothbrush, is made to provide a gentler, deeper cleaning by getting to spaces that the bristles don't physically reach, explains Sharen Ross, director of marketing, at Ultreo Inc.

"We wanted to create a color palate and design that was modern and very different from the competition. Ultreo was designed to complement people's decor in their bathrooms. We got away from the more utilitarian toothbrush design that is so popular today," she says.

The company's marketing strategy is first to go to dental professionals and win their recommendation, and then make the product available in stores. "You have built up a critical mass of recommendations from the professionals. People want to hear from their dentist and their hygienist what brand to buy because there are so many brands out there now," she says.

Ultreo created a package to work for dental professionals when they are showing the product to their patients. "We created the 'body box' so they could see the product without feeling like they had to pull it out of the box before a final sale. There is something to be said for being able to see the product rather than an airbrushed rendition of it on the front panel," says Ross.

The packaging had to also stand apart from the competition. "We decided the best way to approach this was to go for something completely different, and not try to do too much with our packaging," she says, noting that the clean, simple, tall package allows the product to be the "hero."

"We stayed away from embossing, metallics and 3-D water images. Instead, we wanted a much more pure and very hygienic look--we are confident enough in the product that we don't have to add all these special effects," she says.

Ultreo retails for about $149 through dental offices.

Packaging helps deliver more than just a marketing message. The new Kank-A Softbrush, from Blistex, is frequently recommended by dentists, orthodontists and pharmacists as a solution for delivering relief on hard-to-reach mouth sores. The combination of a gel formula and the new Softbrush applicator are designed to easily reach the back of the mouth and help the user deliver it precisely to the sore with little mess.

"The white color of SoftBrush, which is evident to the consumer through the transparent blister, connotes serious and unadulterated efficacy. The blue color of the blister card maintains the strong equity of the original Kank-A product, Kank-A Liquid, which is a perennial top 5 item in the Oral Pain category," says Brian Satre, vice president of marketing for Blistex Inc.

Multi-functional products

Is it a food or is it a teeth whitening product? It's both! Orbit White is a sugar-free gum designed to remove stains and whiten teeth. Available nationwide, it retails for $2.99.

"The Big-E-Pak makes it easy to chew two pieces after meals or after having wine, soda or other teeth staining products," explains Brian Wright, director, marketing communications, Win. Wrigley Jr. Co.

Orbit White Bubblemint Big-E-Pak is a 60-pellet durable container with two re-closable openings--one to pour and share Orbit White and the other to self-serve. The product delivers more gum for ease of use wherever consumers chew the most, Wright says.

He notes that the Big-E-Pak's innovative packaging is the key. "With this product, in addition to putting traditional packs in their purses or pockets, consumers have the added option of the portable Big-E-Pak that fits into a car cup holder, on a desk or on a countertop at home. The package features Bubblemint's signature pink color and logo for easy brand recognition," he adds.

Is it a whitening toothpaste or is it a mouthwash? It's both! Arm & Hammer, Advance White Liquid Gels, 2-in-1 Mint Gel + Mouthwash, from Church & Dwight, is designed to get teeth three shades whiter with one tube.

The product is packaged in an upright squeeze bottle with a convenient flip-top cap. It comes in two flavors: Icy Mint and Clean Mint, and is available in food and mass merchandise chains nationwide for about $4.00.

To good health, too

Partly in response to the health-and-wellness trend that's sweeping the planet, today's oral care regimen reaches beyond toothpastes and whiteners.

For example, nearly one in four adults experience "dry mouth," and 40% of those over the age of 55 suffer from it. It is often caused by medications, a variety of health conditions and medical therapies, such as radiation and chemotherapy.

Oasis Moisturizing Mouthwash and Mouth Spray from GlaxoSmithKline offers dry mouth sufferers lasting moisturization for up to two hours by locking in moisture with its patent-pending Tri-Hydra Technology. The product comes in a convenient portable 1-ounce spray bottle. The mouthwash is packaged in a 16-ounce plastic bottle.

"Oasis Mouth Spray is a small, convenient and discrete bottle easily carried in purse or pocket. For the mouthwash, the cap can be used to portion liquid," says Lori Lukus, communications manager. "Color and design are very important for the Oasis product line. Flowing water visuals attempt to depict the benefit of product to user--as does the 'tear drop' O in the Oasis brand name."

Both Oasis products are available over-the-counter at mass merchandisers and drug and food stores nationwide.

Other OTC oral care products also rely on packaging to explain benefits, as well as to differentiate on shelf. NightGuard, from DenTek Oral Care, lets teeth grinders (bruxers) customize their own nightguards at home.

The DenTek NightGuard is packaged in an acetate sleeve with squared-off sides, and a thermoformed tray inside that captures the internal parts and securely holds them.

"It is the only packaging of its kind within oral care accessories and that helps it stand out at the shelf," explains Kelly Kaplan, brand director, DenTek Oral Care.

"The packaging is printed with a lot of white to reinforce that this was a product that was once only available from the dentist and is now available at retail. We wanted a clean, ethical look for our presentation at shelf with a premium feel as the product retails for approximately $20," Kaplan says. The package uses splashes of metallic inks to increase shelf appeal and presence. A die-cut area lets consumers see the product through the packaging to reinforce its technically advanced physical design.

Manufacturers in the oral care accessories segment have a bigger challenge versus traditional shelving because they are often limited to a peg display, Kaplan points out. The DenTek NightGuard is designed to be both "peggable" and able to stand on the shell giving the retailer the option of where to merchandise the product.

"Because of the pegged landscape for oral care accessories, manufacturers are constantly upgrading packaging to function better and present better at the point of purchase," she says. "Blister packs have come a long way over the last two years and this trend will continue over the years to come."

Kaplan notes the company is looking into emerging technologies in packaging for new ideas. "Packaging at the retail shelf is the first impression a consumer gets of your brand so it is critical to make it work as hard as you can to communicate your brand message," she adds.

While Kaplan won't divulge the company's plans, she says that conductive inks, dimensional packaging and other advanced technologies will take packaging in the oral care market to a whole new level.

On the go

Active American lifestyles spur on-the-go packaging in many product categories, including oral care. Smaller packages for oral care products are in increasing demand, notes Paul Shrater, vice president of marketing and coowner of Minimus. Launched in 2004, the company offers a variety of products in travel- and trial-size packages at www.minimus.biz. Popular items include single-use floss and children's bubble gum toothpaste.

"Newer air travel regulations, which require liquid to be in 3-ounce or less containers, have spurred interest in smaller size products," Shrater notes. "There is more awareness for trial sizes and there are more brands coming to the front with the different types of products," he says.

Not as many products are available in travel sizes for the oral care market as compared to other segments like hair care, so there is more room for innovative ideas, says Shrater, who adds that the dental finger mitt (a disposal tooth cleaning product) is gaining popularity.

Exciting packaging options exist for new as well as traditional oral care products. As the category matures, innovative packaging will help manufacturers differentiate and display their products effectively in this functional and increasingly high-tech marketplace.

by Lisa Samalonis

Contributing Writer

Lisa Samalonis is an experienced freelance writer who has covered the pharmaceutical, medical and personal care markets since 1993. You can reach her at samink@erols.com.