When you have no time for personal hygiene…

So, what's the story?
There is no longer a need to cram a toothbrush into your bag.
Procter & Gamble, manufacturers of Crest toothpaste, and Wrigley have teamed up to produce a new, yet-to-be-named, teeth-cleaning chewing gum they hope will change the face of dental care practices.

So, what’s the story?

There is no longer a need to cram a toothbrush into your bag.

Procter & Gamble, manufacturers of Crest toothpaste, and Wrigley have teamed up to produce a new, yet-to-be-named, teeth-cleaning chewing gum they hope will change the face of dental care practices.

‘There appears to be an interest in gum and confectionery products that go beyond the traditional breath-freshening, fun and relaxation, and towards somewhat more functional benefits,’ explains Christopher Perille, director of corporate communications at Wrigley’s Cincinnati-based headquarters. He points out that the product, which will hit shelves as early as next year, has not been tested in focus groups, because, well, there isn’t a product to test yet. ‘Although there are some oral care gums on the market [such as Trident Advantage], they tend to fall short on the combination of efficacy and taste. We feel like we can come up with a winning product.’

Sure sounds like a winner. Will we have to stand in front of the mirror and chew gum vigorously for 30 seconds before we go to bed?

The gum is not meant to replace proper brushing, according to Win Sakdinan, spokesperson for P&G Canada. ‘This is what gets them clean during the day, because you can’t be brushing your teeth all the time.’ It also appeals to today’s consumers who turn to items of convenience to save time, adds Perille. ‘You could find yourself at different points of the day where you don’t have a bathroom sink available.’

And just think what you could do with that extra half a minute. Shine your shoes, maybe. Or reapply your lipstick. Perille says that while a target demographic has yet to be specified and a marketing strategy hasn’t been planned, the gum will likely appeal to a broad range, especially since there is an overall concern among us for healthy teeth and gums, not to mention fresh breath.

Tell that to the guy who sat next to me on the subway this morning. Why partner up for this venture? Why not go it alone?

One word: distribution. While Wrigley has an in at convenience stores, gas stations, and anywhere else you can get candy, P&G has access to pharmacies and dental offices. The aim is to have the gum exposed everywhere. It also gives Wrigley an opportunity to stretch its brand in new directions. ‘You’re always looking for new products and especially new benefits,’ points out Perille. Who knew chewing gum had any?

While we’re still on the cleansing topic…

Purista is a new anti-microbial spray that will keep your jeans ‘fresher longer.’ A dose of the stuff, which is manufactured by global chemicals company Avecia, keeps bacteria from growing on your Levis, and means that you can do less laundry over time. Especially recommended for those who wear their jeans skintight . . . .

Not only can you reduce the hours you spend brushing your teeth and doing laundry, you can also stop shaving your legs everyday, thanks to a new lotion from The Andrew Jergens Company in Cincinnati. Jergens Naturally Smooth Shave Minimizing Moisturizer doesn’t actually halt hair growth, but it makes it softer, finer and less noticeable after eight weeks of use. So it eliminates the need for any pink razors. At least for a couple of days.