Creative Online

Week of April 28, 1997


Procter & Gamble To Launch Multicare Toothpaste & Multiclean Toothbrushes

Procter & Gamble is introducing Crest MultiCare toothpaste and a Crest MultiClean toothbrush. Both new products are scheduled to hit retailers’ shelves nationally in July, backed by a $60 million advertising and promotional and sampling campaign.

Crest MultiCare’s special foaming action helps deliver Crest protection against tartar, cavities and the acids that cause them, even in places that are hard to reach, so the entire surface of teeth is protected. Crest MultiCare is available in 2.5, 6.2, and 8.0 ounce tubes in two flavors: Fresh Mint and Cool Mint. Crest MultiClean toothbrush helps surround teeth to help clean deep between and all around teeth. Crest MultiClean does this via a distinctive cup-shaped bristle design.


Rollerblade Introduces New Products & Technologies

Rollerblade, Inc. is bringing leading-edge technology and products to the in-line industry with the introduction of Energized Stride Technology (E.S.T.), Synergy Cross-Molded skates, the Quantum line of skates and the Nitroblade line.

Energized Stride Technology (E.S.T.) is a patented innovation made from an elastomeric material that works with a skater’s stride to increase power and speed while reducing fatigue. The new Cross-Molded Technology in the Synergy line of skates is a unique construction which blends a soft upper with a molded lower boot to provide comfort where it’s wanted and support where it’s needed. Synergy Cross-Molded skates are designed for fitness and recreational skaters who spend a lot of time in their skates and are looking for ultimate comfort and performance. The Quantum line features three models: Quantum L3, Quantum L2 and Quantum L and represents leading-edge technology in every aspect of in-line skating, according to the company. All three Quantum models incorporate the E.S.T. technology. Rollerblade’s new Nitroblade line of skates brings leading edge technology to skates for beginning and intermediate recreational skaters.


Gillette Introduces Body Washes For Men & Women

The Gillette Company has introduced Gillette Series Body Wash formulated specifically for men and Satin Care Body Wash for women.

The Gillette Series Body Wash extends Gillette’s offerings in its series of male grooming products, with formulations available in the Cool Wave, Wild Rain and Pacific Light fragrances.

According to the company, Gillette Series Body Wash fills a gap in the body wash category. Until now, there has not been a product developed to meet the specific needs of male consumers, including convenience, lather and long-lasting freshness. Gillette series Body Wash products feature primary packaging created with ease-of-use in mind. A hook stems from the top of the bottle so that men can hang the product from the shower head and conveniently dispense the body wash gel with one hand.

Satin Care Body Wash is designed to cleanse, moisturize and help women obtain a smooth shave all in one. "More and more women today are concerned with convenience," said Anne Kelly, Business Director, Shave Preparations. "For those women who don’t have the time to use a shaving gel, and use bar soap and water instead, Satin Care Body Wash is the answer. We have developed a product which addresses a need left unmet by other body washes."


The Disney Store Appoints S. Haley To V.P., Promotions

Sondra Haley has been named Vice President, Publicity and Promotions for The Disney Store, Inc. Ms. Haley will oversee all events, promotions, special projects, external communications and community relations for The Disney Store in North America and will have a strong advisory role in these areas for The Disney Store in its nine other countries outside the U.S. and Canada.

Ms. Haley joins The Disney Store from the National Basketball Association where she was the Director of Corporate Communications.

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