Toothbrushes are outpacing all other HBA categories, helping to drive retailer growth, according to the company. Fueling this growth is the premium toothbrush segment, accounting for 58% of the toothbrush category sales.
"The premium toothbrush category is hot right now, and it looks like that trend will continue," said Jack Haber, General Manager of Oral Care. "With the Colgate Wave, we’re building on the success of the Colgate Total toothbrush by adding the state-of-the-art design features that consumers want."
The Colgate Wave toothbrush is available in a variety of color combinations in both full and compact head, with medium and soft bristles. The toothbrushes are priced at parity with Colgate Total toothbrushes, and they are being placed in food, drug and mass merchandise stores nationwide.
The Colgate Wave is the biggest toothbrush introduction ever by Colgate-Palmolive. Support includes a television and print ad campaign developed by Young & Rubican; aggressive couponing; multiple, national FSIs; a splashy "Free With Refund" display and free on-pack toothbrush holders.
"This is a truly unique beverage with strong appeal to health conscious men and women of all ages," said John Bello, South Beach founder and CEO. "Black Tea has a bold taste and a rich mahogany color that tea drinkers really love. In addition, it’s long been known for a broad array of wellness benefits and we’ve made it even healthier by adding Ginseng, Ginkgo and Guarana. That’s what the 3G stands for in the product’s name."
Flavors like Ginger Peach and Raspberry Sage are planned for the near future.
The collection includes five nail colors in muddy, vegetable-dye shades called Moody, Grass Stain, Jelly, Stain and Burnt. The nail line will be complemented by coordinating slim and jumbo dual-ended pencils. The thin ones are a shade darker and can be used as eye and lip liners. The fat ones can function as eye shadows, lip and cheek colors.
Cards displayed alongside the products provide instructions on using the pencils to make body tatoos. A tattoo sealer is available as well as clear-tubed mascaras in three of the new shades — Moody, Grass Stain and Jelly.
Revlon’s Street Wear line is being introduced in drug stores and mass market retailers.
Prior to this, Mr. Wasserman served as Executive Vice President, Creative Director at Morrison, Lee and Stevens.