Ancient grains enter oral care.
This month’s review of personal care launches looks at how chia is now breaking into a new market – oral care – in a move that could potentially see other “natural” and health-oriented ingredients follow suit. Meanwhile, unusual fragrances are being introduced in the hand care, lip care, and insect repellent categories.
In recent times, chia and other ancient grains have gained some traction as health-enhancing ingredients, but up to now they have largely been confined to food and drinks products. However, the new Vitacare Cool Mint Freshness + Chia Mint Sensitive Whitening Toothpaste from distributor Green Luxury Brands has been launched in the US. As well as having “natural” silica and calcium to fortify teeth, the toothpaste is promoted as containing “cranberry extract and soothing aloe vera” in addition to vitamins A, C, D, and E. The emphasis on health benefits and “natural” ingredients – including the “ancient grain” chia, which has not been seen before in the category – is an indication of how a category such as toothpaste might align itself to health-oriented consumers, a hitherto relatively untapped niche.
Meanwhile, in the UK, Reckitt Benckiser is exploring a new indigestion remedy format that could give it the edge both in convenience and palatability. Gaviscon Instants Heartburn & Indigestion Relief Granules, available in a tropical fruit flavor, are designed to be dissolved directly on the tongue and are claimed to be aimed at those who are averse to more conventional formats such as tablets and liquids. The product’s fruit flavor and granule format bear some comparison to candies such as sherbet powder, something that could help make indigestion remedies appealing to a more diverse audience.
Moving to skincare, Cosnova has launched its 2012 limited Essence Winter Edition 24h Hand Protection Balm varieties in Italy. The company has focused on hot drinks as inspiration for the new fragrance varieties, which are Apple Cinnamon Punch, Caramel Hot Chocolate, and Gingerbread Chai Latte. The choice of indulgent blends such as these could work well, with fragrances such as Gingerbread Chai Latte tying into the popularity of seasonal coffees launched by major coffee shop chains.
Meanwhile, in Russia, further evidence has arrived of a greater diversity of flavors, ingredients, and added benefits in lip balm. Fruktovyi Potselyi Lip Balm from Sm TD is claimed to feature “3D active fruit technology” and 100% natural extracts, and is available in varieties named Macadamia Cotton & Apricot for Wind Protection, Pomegranate Rose & Pearl, Grape Fig & Iris for Beauty & Youth, Cranberry Lime & Gooseberry with Immuno Vitamins, Camomile Calendula & Sea Buckthorn for Nutrition & Restoration, Tea Tree Currant & Ginseng for Cold Sore Prevention, Intensively Moisturizing Aloe Vera Quince & Avocado, and Wheat Honey & Dog Rose for Everyday Care & Protection. As competition intensifies in many personal care categories, it could be such combinations of fragrance, allied to added benefits, that will help products to stand out from the crowd.
Another company looking to make its mark through distinctive fragrance is Deisa Ebano, which has added a Marseille Talc variety to its ZigZag Tropical Super Insect Repellent. As well as featuring a novel fragrance, the “naturally” propelled spray is claimed to protect against aggressive biting insects such as tiger mosquitos. Marseille soap and talc have been making some inroads in household categories such as laundry detergents, but it will be interesting to see if the fragrance’s popularity is also able to transfer to personal care.
Finally, and also in Italy, Societa Italo-Britannica L. Manetti – H. Roberts has introduced a new Extra Delicate Camomile variety into its line of Neutro Roberts Cotoncini Cotton Buds. The buds are claimed to be made with 100% biodegradable soft cotton and to be particularly suitable for children. Soothing and moisturizing ingredients like camomile are not often included in cotton buds, but their ubiquity in categories like cleansing wipes suggests that there may be some mileage in the approach.