Online Exclusives

Grin and Wear It

By Christine Esposito, Associate Editor | June 16, 2014

When one hears the name Efferdent, dentures naturally come to mind. Having built a solid reputation for cleaning false teeth, this well-known brand is out to capture a whole new crowd of consumers who still have their real ones.

White, straight teeth. It’s what everyone aspires to these days, driven by images of dazzling, perfect Hollywood smiles.  And today’s consumers invest time and serious cash to keep their chompers looking great, employing dental devices like clear braces and retainers—adults included.
 
In fact, 44 million people in the US wear removable dental devices.
 
But not all of them practice due diligence when it comes to care—and that is where Efferdent is taking a stand. This brand, which has built a solid reputation for cleaning dentures, has rolled out Fresh Guard, which is specially formulated to clean removable dental devices.
 
In a recent survey conducted by the brand, nearly 75% of those surveyed admitted to an “oral care disaster” of some sort. One-third said they’ve tossed their device in the trash, 26% confessed to dropping it on the floor and popping it back into their mouth without cleaning, and 15% have caught their pet chewing or licking their device.
 
“Until now, brushing with a toothbrush and toothpaste or soaking in mouthwash have been the leading methods for cleaning removable dental devices. Simply put, these methods aren’t designed to clean the unique materials these devices are made of, and as a result the devices are not getting as clean as they can be and may even be damaged through scratching, dulling, and more,” said Craig Rudner, senior brand innovation manager on Fresh Guard by Efferdent.
 
Mouthwash, toothbrushes and even denture cleaners aren’t up to snuff, according to Efferdent, which is owned by Prestige Brands.
 
“Most mouthwashes contain alcohol or dyes that can damage plastics and denture cleaners which were designed to clean non-porous porcelain dentures may actually interact with the plastics and other materials in removable dental devices.  Not to mention, the devices likely aren’t getting as clean as they can be when using these other methods,” added Rudner.
 
Instead, Fresh Guard’s formula helps prevent the build-up of sticky mouth film, reduces yellowing, helps remove stains, and kills 99.9% of odor-causing bacteria in five minutes, according to the brand.
 
The product is available as a soak and as a wipe. The soak has a color change indicator that lets users know when the process is complete.
 
The Fresh Guard Wipes, which leave behind a fresh mint flavor, are ideal for on-the-go cleaning—a perfect option for sports mouth guards, which are known to hit the turf during practice and get tossed back into a Ziploc bag or plastic case for the next game…and the game after that.
 
According to Rudner, Fresh Guard Soak and Fresh Guard Wipes are based on proprietary formulations.  
 
“Unlike other competitive offerings we’ve seen on the Internet or in limited distribution, Fresh Guard Soak is not simply a denture-cleaning product in a new package, but is based on completely different technology and contains no persulfates. The wipes are alcohol free and are pre-moistened so no water is needed, making them great for cleaning on-the-go, ideal for after meals for your retainer or after practice for your mouth guard,” he said. 
 
Fresh Guard is available at Walmart, Rite Aid, CVS, Giant Eagle, Walgreen’s and Amazon, and the price varies slightly by retailer, with the average price about $5.99 per box.
 
Rudner told Happi.com that Efferdent is spreading the word about Fresh Guard through a multi-layered campaign, reaching professionals, consumers and shoppers.
 
“We are speaking directly to oral care professionals through a presence at national trade shows, targeted media outreach, print and digital placements. We are also distributing samples to dental offices for distribution to their patients.
 
To reach consumers, the brand is using digital marketing, including SEO/SEM, pre-roll and banner ads and driving traffic to freshguardclean.com, where users can sign up to receive offers and updates, including a coupon they can share via Facebook, Twitter or email.
 
“We will also be launching a TV commercial, a version of which is currently posted on YouTube. There are other exciting elements of social marketing and additional sampling events that are coming in the near future.”  
 

Related End-User Markets:

  • Shine On

    Shine On

    Melissa Meisel, Associate Editor||November 2, 2016
    Oral care products are rising to the task with innovative components.

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • Preserve & Serve

    Preserve & Serve

    Melissa Meisel , Associate Editor||July 1, 2016
    Suppliers with innovative preservatives provide staying power for formulations.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • Restoring Rembrandt

    Restoring Rembrandt

    Christine Esposito, Associate Editor||September 26, 2016
    Ranir LLC has acquired Rembrandt, an iconic name in teeth whitening, and plans to make it a staple in the value segment.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Putting Plaque in the Crosshairs

    Putting Plaque in the Crosshairs

    Christine Esposito, Associate Editor||February 29, 2016
    New toothpaste offers novel—and eye-catching—means to help consumers more effectively battle plaque.

  • Morning Jolt…Before Coffee

    Morning Jolt…Before Coffee

    Christine Esposito, Associate Editor||January 18, 2016
    New caffeine-infused toothpaste launches on Indiegogo.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • The Space Between

    The Space Between

    Christine Esposito, Associate Editor||November 24, 2015
    Prestige Brands expands its platform with yesterday's acquisition of DenTek, a major player in the fast-growing “peg” oral care sector.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • Pearly Whites

    Pearly Whites

    Christine Esposito, Associate Editor||August 10, 2015
    Luster is in the business of beauty—by way of brushing.

  • Scoring Big with Women’s Soccer

    Scoring Big with Women’s Soccer

    Christine Esposito, Associate Editor||July 8, 2015
    Carli Lloyd and crew have star power—but will any beauty firm be smart enough sign these soccer stars? Take our poll now.

  • A Reason to Smile?

    A Reason to Smile?

    Jeremy Kerstetter, Assistant Editor||June 1, 2015
    IRI study uncovers consumer optimism...even among Millennials.

  • Thousands Flock to NYSCC Suppliers

    Thousands Flock to NYSCC Suppliers' Day

    May 18, 2015
    Once again, the cosmetic world meets in Edison, NJ.

  • Have Consumers Had Enough of Promotions?

    Have Consumers Had Enough of Promotions?

    Emily Mayer, IRI||November 10, 2014
    FMCG promotions. Personal care. New Products. innovations.

  • Cuckoo for Coconuts?

    Cuckoo for Coconuts?

    Nancy Jeffries, Online Editor||September 8, 2014
    Well, coconut oil, anyway. Vita Coco expands its brand into beauty with a "one pot wonder."

  • Men

    Men's Madness Reigns at Unilever

    March 27, 2014
    The company is stepping up its marketing efforts during the NCAA Tournament, which plays a a role in its personal care plans.

  • When Better Is Best

    When Better Is Best

    Tom Branna, Editorial Director||February 17, 2014
    Find out what it takes to be a winner of the 2014 Better Homes and Gardens Best New Product Awards.

  • Answering the ‘Quiet’ Need

    Answering the ‘Quiet’ Need

    Christine Esposito, Associate Editor||December 16, 2013
    High Ridge Brands links with nonprofit Family-to-Family to deliver needed personal care products to those in need.

  • 150 Years and Counting

    150 Years and Counting

    July 15, 2013
    For a century-and-a-half, Kao has been a leader in the global household and personal products industry.

  • Dazzling a Whole New Zip Code

    Dazzling a Whole New Zip Code

    Melissa Meisel, Associate Editor||August 9, 2012
    Former 90210 star Jennie Garth branches out with Crest, Oral-B campaign.

  • Fall for Fashion

    Fall for Fashion

    Melissa Meisel, Associate Editor||March 6, 2012
    Check out what's next in beauty trends.