03.07.23
Scope, Procter & Gamble’s mouthwash brand, has rolled out its first concentrated formula. New Scope Squeez, which is housed in a palm-sized bottle, delivers up to the same number of uses as a 1L bottle of regular liquid mouthwash.
The new release has 70% less packaging than a 500 mL Scope mouthwash bottle.
According to Scope, it addresses a core barrier to daily mouthwash use: nearly half of consumers often find the strength and freshness of mouthwash to be too much or not quite enough.
Consumers can customize the intensity of their mouthwash by adding water to the dosing cup to dilute the concentrate, according to the brand.
“As a leading mouthwash brand, Scope knows what consumers want out of their mouthwash, and while it’s clear that fresh breath tops the list, they often slip up in making it part of their daily routine,” said Luis Restrepo, senior director North America oral care at Procter & Gamble. “Today’s shoppers – Gen Z and young Millennials in particular – are calling for personalized products tailored to them, and Scope is answering that call by delivering a breakthrough product: a convenient mouthwash concentrate that allows you to control the strength, and fits in the palm of your hand. With Scope Squeez, we’re inviting users to find their ‘Scope Zone,’ and unleash a minty-fresh sense of self-expression and confidence to face the world fearlessly.”
Scope Squeez is now available in a 50 mL bottle in two varieties—Original Mint and Cool Peppermint—in-store and online at retailers nationwide for $7.99.
Scope called the rollout its biggest innovation in a decade.
The new release has 70% less packaging than a 500 mL Scope mouthwash bottle.
According to Scope, it addresses a core barrier to daily mouthwash use: nearly half of consumers often find the strength and freshness of mouthwash to be too much or not quite enough.
Consumers can customize the intensity of their mouthwash by adding water to the dosing cup to dilute the concentrate, according to the brand.
“As a leading mouthwash brand, Scope knows what consumers want out of their mouthwash, and while it’s clear that fresh breath tops the list, they often slip up in making it part of their daily routine,” said Luis Restrepo, senior director North America oral care at Procter & Gamble. “Today’s shoppers – Gen Z and young Millennials in particular – are calling for personalized products tailored to them, and Scope is answering that call by delivering a breakthrough product: a convenient mouthwash concentrate that allows you to control the strength, and fits in the palm of your hand. With Scope Squeez, we’re inviting users to find their ‘Scope Zone,’ and unleash a minty-fresh sense of self-expression and confidence to face the world fearlessly.”
Scope Squeez is now available in a 50 mL bottle in two varieties—Original Mint and Cool Peppermint—in-store and online at retailers nationwide for $7.99.
Scope called the rollout its biggest innovation in a decade.