03.30.10
The Natural Dentist, a Medford, MA-based maker of natural oral care products, has been acquired by Revive Personal Products, Madison, NJ.
The Natural Dentist is the second largest layer in the natural toothpaste sector, holding a 9% share of the market—far behind leader Tom’s of Maine, which controls 79% of that category. In recent months, The Natural Dentist has rolled out a new mouthwash and revamped its children’s toothpaste line.
"Unique in the natural oral care category, our products are comprised of scientific blends of natural and FDA recognized drug actives,” Kristine Schreiber, director of brand marketing told HAPPI earlier this year. (See Sweet Tooth)
Revive—formerly Caldwell Consumer Health, LLC— markets Stim-U-Dent oral hygiene products as well as the Options range of women’s sexual healthcare products, including supplements and contraceptive gels.Both the Stim-U-Dent and Options brands were acquired from Johnson & Johnson.
"Our new name reflects our mission,” said Revive president and chief operating office Kelly Kaplan in May 2009 when the firm unveiled its new management team and new corporate identity. “We’re reinvigorating niche brands, returning them to their original stature, with fresh packaging, new features, contemporary messages and aggressive marketing."
The Natural Dentist is the second largest layer in the natural toothpaste sector, holding a 9% share of the market—far behind leader Tom’s of Maine, which controls 79% of that category. In recent months, The Natural Dentist has rolled out a new mouthwash and revamped its children’s toothpaste line.
"Unique in the natural oral care category, our products are comprised of scientific blends of natural and FDA recognized drug actives,” Kristine Schreiber, director of brand marketing told HAPPI earlier this year. (See Sweet Tooth)
Revive—formerly Caldwell Consumer Health, LLC— markets Stim-U-Dent oral hygiene products as well as the Options range of women’s sexual healthcare products, including supplements and contraceptive gels.Both the Stim-U-Dent and Options brands were acquired from Johnson & Johnson.
"Our new name reflects our mission,” said Revive president and chief operating office Kelly Kaplan in May 2009 when the firm unveiled its new management team and new corporate identity. “We’re reinvigorating niche brands, returning them to their original stature, with fresh packaging, new features, contemporary messages and aggressive marketing."