White stuff moves into beauty zone

THE latest oral care lines from GlaxoSmithKline Consumer Healthcare have begun beefing up the smiles of the nation, says the firm.
Aquafresh High Definition White, which launched last month, is designed to deliver up to three times better whitening than a regular toothpaste and extends the brand, known for family products, into the growing beauty sub-category of oral care.
GSK says its scientists have developed micro-fine Illumipearlstm technology – which removes stains and polishes the surfaces of teeth to give gloss and shine. Beauty represents 11% of the total oral care category sales, the firm says, and is currently worth £99.8m.
The new Aquafresh High Definition White is available in Tingling Mint and Illuminating Mint – RRP £3.49 for 75ml.
The launch is being supported by a £3.8m marketing campaign which kicks off in September and will include TV, outdoor, digital, print and in-store activity.