Crest Whitestrips, Simply White Competitors Featured At PLMA Trade Show

Ranir's patented Whitening Wraps for teeth are rolling out to retailers after an initial launch earlier this fall, the firm said at the Private Label Manufacturers Association Trade Show in Chicago Nov. 16-18.

The West Orange, N.J.-based private labeler's wraps are designed for use once daily for 30 minutes - half the time that is needed for Procter & Gamble's Crest Whitestrips . Like Whitestrips, Whitening Wraps are recommended for use over 14 days.

Although Whitening Wraps differ somewhat in design from the patented Crest product, Ranir's packaging and promotional materials encourage consumers to "Compare to Crest Whitestrips." P&G's product debuted in retail outlets in May 2001 (¹ (Also see "Crest WhiteStrips" - Pink Sheet, 30 Apr, 2001.), In Brief).

Ranir's strips for both top and bottom teeth are made of a wax wrap that has a foam layer containing the active ingredient. The foam allows the wrap to conform to teeth, according to the manufacturer.

The new product also features longer strips that reach beyond the front four teeth for more coverage, Ranir said.

Consumer "fit and feel" testing was conducted to sharpen the shape and design. The development of the new product took roughly a year and a half, including clinical efficacy trials, the firm added.

The strips will retail for roughly $19.99 at retail outlets including Rite Aid, Walgreens, CVS, Pathmark, Meijer, K-Mart and Save-On Osco. By comparison, Crest Whitestrips retails in the $29 range.

Ranir also is offering national brand equivalents to Colgate Simply White and its evening-use counterpart, Simply White Night . Simply White was introduced in September 2002, followed by Simply White Night, in April 2003 (² (Also see "Colgate Simply White Night’s Debut To Coincide With Crest Night Effects" - Pink Sheet, 10 Feb, 2003.), p. 9).

Called Whitening Gel and Whitening Gel Night , the Ranir products are priced at roughly $9.99, representing about a $5 discount to the Colgate whiteners.

The daytime product costs a little less than the nighttime product, in line with recent price shifts in the Colgate brand, according to Ranir. Packaging for the Ranir products invite comparison to the two versions of Simply White.

Ranir expects to expand the overall tooth whitening segment with the introduction of its products, the firm said. To that end, the company sees an opportunity to cross-promote its whiteners with a whitening floss, which will be launched in the first quarter of 2004.

The national brand equivalent to Reach Whitening Floss will retail for roughly $2.49, Ranir estimated. The Johnson & Johnson product can retail for as much as one-third more.

Tooth whiteners took center stage at the PLMA show; three other firms promoted paint-on products like Simply White.

Surely White and Simply Brite day and night formulas have been marketed by Lawrenceville, N.J.-based Accumed since the middle of and end of 2002, respectively. The private label product carry suggested retail prices of roughly $9.99.

Wisdom Oral Care of Evanston, Ill. maintained its brush-on whitening liquid gel was the first brand equivalent to be introduced roughly one year ago.

The firm claimed it has since improved the product through testing. The Wisdom product also retails for $9.99 at Rite Aid and Walgreens.

Dr. Fresh also markets nationally branded equivalents of Colgate's products under the Absolutely White label. The day formula launched last year, while the night product was recently introduced and is currently shipping to outlets.

The La Mirada, Calif.-based firm additionally markets a whitening mouthwash in a dual chamber bottle. The peroxide-containing wash claims to have "active oxygen" for a "whitening effect."

At the trade show, the firm introduced a series of equivalents to GlaxoSmithKline's Sensodyne toothpastes for sensitive teeth. The new products will be available in original, fresh mint and cool gel flavors, the company said. Dr. Fresh noted its products are in 90% to 95% of all dollar store outlets.