Professional and natural oral care at home

Professional oral care is gradually becoming a part of everyday life and we would all like to use the most efficient products in our homes, too – reveal Szilvia Baranyi, trade marketing & brand manager and Rebeka Novák, beauty care marketing manager of Vademecum distributor Henkel. Whitening toothpaste sales are growing and consumers also want products that help them prevent dental problems. Vademecum toothpastes bettered their market positions in the last twelve months, thanks to an updated portfolio, stronger media backing and more frequent promotions. As regards promotions, Vademecum has been cooperating with the Hungarian Dental Association (MFE) for three years, e.g. they visited kindergarten groups to teach the little ones about the importance of oral care in a playful way. The company has recently launched www.vademecum.hu and also plans a stronger Facebook presence. Vademecum takes part in each Henkel Beauty Care multibrand consumer promotion too. The Himalaya Herbals GUM EXPERT product line appeared in the Hungarian market last year. Zoltán Kiss, commercial director of distributing company Creative World Kft. told our magazine that the line consists of Complete Care, Sparkly White, Sensi Relief and Mint Fresh products. All of these toothpastes contain exclusively plant-origin active agents, they are paraben-free and three products are also free from fluoride. Thanks to launching these new products the company managed to increase its market share. In December 2013 Himalaya Herbals Gum Expert Sparkly White won the JOY PRIX DE BEAUTÉ ‘New product of the year’ prize. Anita Boros, P&G’s PR manager told our magazine that electric toothbrushes are becoming more and more popular. The company’s Oral_B Tri-Zone 3000 electric toothbrush’s head has the oval shape of traditional toothbrush and its blue bristles gradually lose their colour, indicating that it is time the head was replaced with a new one