Proctor & Gamble launch new oral care range targeting ‘tween’ market

“We found that adult toothbrushes were not always the best size for older children’s mouths and adult rinse and toothpaste flavors were often too strong” ​Kelly Heaps, brand manager at Proctor & Gamble, explained.

The new range will look to rival Colgate’s Total Protection brand, and the bespoke children’s’ products they bring to market.

The Pro-Health FOR ME collection will include toothbrushes, toothpastes, mouthwash and floss all specially designed for children, and in packaging to suit.

Heaps stated the campaign goal is to provide children with the oral care protection they need, and in flavors and products that will appeal to them.

The main factors influencing the introduction of these products have been health concerns over gum disease, particularly amongst younger people. The gum protection range seeks to combat the early stages of gingivitis within four weeks.

Health concerns​

Aimed at children aged seven to 14, the products will seek to combat tooth decay and gum disease amongst children, still the most common problems in young people in the US, according to an Academic Pediatrics last year.

Proctor & Gamble has stated parents can help their children combat dental problems, by helping them to develop healthy routines, and using tailored products to maintain interest.

The International Dental Health Foundation has also highlighted the need for children to use the correct oral hygiene products, pinpointing novelty and specially designed toothbrushes and toothpastes, as key factors in encouraging regular use.

Low Self Esteem​

Poor oral hygiene has its obvious health problems, but it is also the embarrassment and loss of confidence children that has prompted the influx of new products.

Crest and Oral B have introduced a new iPhone and android app, called ‘Yuck Mouth’, aimed at informing children of poor oral care, and urging them to be active in preventing it.

The ‘tween’ market has emerged in the last few years, most prominently in the apparel retail sector, but is now seeing its introduction into the personal care industry.

Alyson Stoner, child star of ‘Camp Rock 2’ and ‘Step Up 3D’, has partnered with Crest and Oral B in a bid to promote the Pro-Health FOR ME range, and influence ‘tweens’ to care more for their oral hygiene.

“We chose Pro-Health FOR ME because Alyson actually enjoys using the products, and I like them because I know she is receiving the protection she needs for a healthy mouth”​ said LuAnne, Stoner’s mother.