It is vital for pharmacies to stock a full range of products to address oral health problems and to provide it at a value-added price point

Pharmacists have a key role to play in educating customers about oral health and advising on specific products to improve oral hygiene. Dawn Gay looks at the latest news in the oral care category

According to Public Health England’s recent toolkit for oral health the risk factors for many general health conditions also affect oral health, from poor diet to smoking and alcohol misuse. “It is therefore important that all clinical teams make every contact count and support patients to make healthier choices. By doing this not only will patients’ oral health benefit but their general health will be at lower risk as well," it states.

Pharmacists are probably already aware of GSK’s Corsodyl TV campaign, which has been running since May 11 and will be going strong until the end of this month. The hard-hitting ‘tap’ advert, part of a £7 million above-the-line campaign, tackles gum disease, bleeding gums, and ultimately tooth loss with the strapline: “We wouldn’t ignore blood if it came from the tap”.

Corsodyl leads the gum care market with a share of nearly 60 per cent, holds a 73 per cent share of the medicated mouthwash market, and is the number one medicated mouthwash recommended by dentists.

“58 per cent of UK adults are experiencing blood when brushing,” explains Jo Bailey, Corsodyl’s senior brand manager. “Astonishingly, only 10 per cent actively treat this or visit the dentist, which highlights the importance of brands such as Corsodyl. We know that disruptive advertising is all too rare in the OTC arena, but our hard-hitting campaign continues to be vital in ensuring sufferers confront the symptoms and the reality of gum disease.”

The campaign supports Corsodyl mint mouthwash and toothpaste, GSK says will “help stop bleeding gums”. Ms Bailey says: “The ‘spitting blood’ element drives debate and sets the foundations for us as a brand to create groundbreaking advertising that is disruptive, educational and encourages consumers to take action. With a 39 per cent increase in marketing spend year on year, we are confident the new campaign will deliver above and beyond expectations. It is set to drive incremental sales and growth for both the extra care and mouthwash category, which hold the largest share of the total gum care market at 78 per cent.”

GSK also extended its Aquafresh Complete Care range in August to include a new mouthwash and toothbrush, and is now making a new 24-hour ‘sugar acid protection’ claim across the range. The launch is being supported with a £2.5m marketing spend including television advertising and in-store activity.

The 24-hour sugar acid protection claim refers to the protection provided by fluoride with twice daily brushing that can penetrate the enamel surface and promote tooth remineralisation, creating stronger, harder enamel surfaces. The new alcohol-free mouthwash is available in fresh mint flavour in 500ml bottles and has enamel-strengthening properties. The toothbrush features three flexible elements in one unique head, providing five times better reach around the gum line compared to a standard flat-rim toothbrush.

Sensitive teeth

Sensodyne Daily Care sensitive toothpaste is getting a boost on pharmacy shelves with the bright, price-marked packs that are currently in circulation. These packs emblazoned with the £3 offer are available exclusively to the pharmacy channel to boost sales. Sensodyne is currently the number one sensitive brand recommended by dentists and is valued at £62.1 million.

Hannah Gentleman, Sensodyne’s senior brand manager, explains: “We know shoppers seek advice from trusted healthcare professionals such as pharmacists, therefore it is vital for pharmacies to stock a full range of products to address oral health problems and to provide it at a value-added price point.”

The campaign targets around 70 per cent of UK adults who suffer from sensitive teeth. “In the current climate shoppers are extremely price savvy and with only 19 per cent of sufferers using a sensitive toothpaste as their daily paste, we feel there is a huge opportunity for us to drive incremental oral care sales within the pharmacy channel by launching a price-marked pack. Not only will this contribute to category growth but it will also encourage sensitivity sufferers to purchase a specialist product at a cost effective price whilst increasing basket value for the pharmacy.”

Bad breath

The top-selling US brand for bad breath and dry mouths (xerostomia), The Breath Company, is breaking the UK oral care market and a common taboo – halitosis – with its products. Its mild mint toothpaste, oral rinse and lozenges are free from alcohol, detergents, artificial flavours, colours, animal products and gluten and last for up to 12 hours.The premise is that the products attack sulphur compounds and bacteria causing bad breath rather than masking the issue.

The line was developed by US dentist and bacteriologist Dr Harold Katz, who was nicknamed the ‘Bad Breath Guru’ after founding the California Breath Clinics and making several TV appearances. “The Breath Company is the only brand on the market that tackles bad breath instantly and works for over 12 hours to control odour,” he says.

Organii’s mouthwashes are another new product for pharmacies targeting bad breath and gingivitis. As the name suggests, the natural formulation is derived from organic alcohol from fruit and vegetables and antiseptic aloe vera gel. It is free from sodium lauryl sulfate, artificial preservatives, parabens and colourants.

Graeme Hume, founder of Organii, explains: “We have seen a growing demand for organic and natural oral care products from pharmacies. This new product has only been on the market for a short while, but it is proven to be a good seller already.”The mouthwash comes in citrus and eucalyptus flavours and retails at £5.95

Baby oral care

The German babycare brand NUK launched its infant oral care range in the UK last autumn. The heritage brand has been distributing its orthodontic teats and soothers for over 50 years.

The new range, suitable for children from three months to 36 months, includes two teething aids, including the 2-in-1 Cool Teething Ring Set and Cooling Teething Stick and two new toothbrush sets, the Training Toothbrush Set and Starter Toothbrush. NUK marketing manager Chris Clarke told ICP: “We are so excited about the launch of our oral care range.

NUK is already the only babycare brand to have the endorsement of dentists through our British Dental Health Foundation accreditation and the launch of the oral care range further demonstrates our commitment to child oral health.

"NUK has a product in the range to satisfy baby’s dental health needs from newborn right up to toddler age and because of our strong dental health credentials mums are actively looking for follow on products from NUK, which makes the oral care range an ideal one to stock in local pharmacies,” he adds.

What to stock

Have every oral care eventuality covered by stocking these items:

• Caries prevention Pharmacists can back dentists by offering products that prevent caries at home. Johnson & Johnson’s alcohol-free Listerine Advanced Defence Cavity Guard, with essential oils, fluoride and xylitol, removes germs and reduces plaque on the tooth's surface slowing bacterial growth.
• Healthy gums Research has revealed that the use of coenzyme Q10 (CoQ10) in toothpaste may improve gum health and that CoQ10 may be lower in people with gum disease. Pharma Nord's spearmint Q10 Toothpaste contains fluoride and CoQ10 to help promote healthy gums.
• Kids Children may need some healthy encouragement when looking after their teeth. US brand DenTek launched its colourful Fun Flossers in the UK in November 2014, which can help instill a healthy oral care regime from a young age. The floss picks feature a flexible bristled pick and shred-proof floss, which can be angled to reach the back teeth.
• Natural pain relief Containing 20 per cent clove oil, a natural local anaesthetic and antibacterial, Dentogen Clove Oil gel can provide natural relief from toothache caused by dental cavities. The sugar-free product available in 10g tubes is approved by the NHS and is currently the only clove oil gel available.
• Dentures Pharmacies can stock Permasoft Soft Denture Lining to literally fill a gap in the market and improve the fit of loose dentures. Packs come with liquid and powder to mix and fix dentures in place and it lasts for up to three months.