Introduction Of Toothpaste 111z5p

Introduction of Toothpaste

Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it serves as an abrasive that aids in removing the dental plaque and food from the teeth, assists in suppressing halitosis, and delivers active ingredients such as fluoride or xylitol to help prevent tooth and gum disease (gingivitis). Most of the cleaning is achieved by the mechanical action of the toothbrush, and not by the toothpaste. Salt and Baking soda are among materials that can be substituted for commercial toothpaste. Toothpaste is not intended to be swallowed. Toothpastes or powders came into general use in the 19th century. The Greeks, and then the Romans, improved the recipes for toothpaste by adding abrasives such as crushed bones and oyster shells. In the 9th century, the Persian musician and fashion designer Ziryab invented a type of toothpaste, which he popularized throughout Islamic Spain. The exact ingredients of this toothpaste are unknown, but it was reported to have been both "functional and pleasant to taste". It is not known whether these early toothpastes were used alone, were to be rubbed onto the teeth with rags, or were to be used with early toothbrushes, such as neem-tree twigs and miswak.Washington Sheffield made the original collapsible toothpaste tubes lead.

Tooth powder Tooth powders for use with toothbrushes came into general use in the 19th century in Britain. Most were homemade, with chalk, pulverized brick, or salt as ingredients. An 1866 Home Encyclopedia recommended pulverized charcoal, and cautioned that many patented tooth powders that were commercially marketed did more harm than good. Modern toothpaste

An 18th century American and British toothpaste recipe called for burnt bread. Another formula around this time called for dragon's blood (a resin), cinnamon, and burnt alum. By 1900, a paste made of hydrogen peroxide and baking soda was recommended for use with toothbrushes. Pre-mixed toothpastes were first marketed in the 19th century, but did not sur the popularity of tooth-powder until World War I. In 1892, Dr. Washington Sheffield of New London, Connecticut, manufactured toothpaste into a collapsible tube, Dr. Sheffield's Creme Dentifrice. He had the idea after his son traveled to Paris and saw painters using paint from tubes. In New York City in 1896, Colgate & Company Dental Cream was packaged in collapsible tubes imitating Sheffield.Fluoride was first added to toothpastes in 1914, and was initially criticized by the American Dental Association (ADA) in 1937. Fluoride toothpastes developed in the 1950s received the ADA's

approval. To develop the first ADA-approved fluoride toothpaste, Procter & Gamble started a research program in the early 1940s. In 1950, Procter & Gamble developed a t research project team headed by Dr. Joseph Muhler at Indiana University to study new toothpaste with fluoride. In 1955, Procter & Gamble's Crest launched its first clinically proven fluoride-containing toothpaste. On August 1, 1960, the ADA reported that "Crest has been shown to be an effective anticavity (decay preventative) dentifrice that can be of significant value when used in a conscientiously applied program of oral hygiene and regular professional care." The amount of fluoride in toothpastes varies from country to country. In 2006 appeared in Europe the first toothpaste containing synthetic hydroxylapatite as an alternative to fluoride for the remineralization and reparation of tooth enamel. The "biomimetic hydroxylapatite" is intended to protect the teeth by creating a new layer of synthetic enamel around the tooth instead of hardening the existing layer with fluoride that chemically changes it into Fluorapatite. In June 2007, the US Food and Drug istration and similar agencies in Panama, Puerto Rico and Australia advised consumers to avoid certain brands of toothpaste manufactured in China after some were found to contain the poisonous diethylene glycol, also called diglycol or labeled as "DEG" on the tube.

Striped toothpaste The red area represents the material used for stripes, and the rest is the main toothpaste material. The two materials are not in separate compartments; they are sufficiently

viscous that they will not mix. Applying pressure to the tube causes the main material to issue out through the pipe. Simultaneously, some of the pressure is forwarded to the stripe-material, which is then pressed onto the main material through holes in the pipe.Striped toothpaste was invented by a New Yorker named Leonard Lawrence Marraffino in 1955. The patent was subsequently sold to Unilever, who marketed the novelty under the 'Stripe' brand-name in the early 1960s. This was followed by the introduction of the 'Signal' brand in Europe in 1965. Although 'Stripe' was initially very successful, it never again achieved the 8% market share that it cornered during its second year. Marraffino's design, which remains in use for single-color stripes, is simple. The main material, usually white, sits at the crimp end of the toothpaste tube and makes up most of its bulk. A thin pipe, through which that carrier material will flow, descends from the nozzle to it. The stripe-material (this was red in 'Stripe') fills the gap between the carrier material and the top of the tube. The two materials are not in separate compartments. The two materials are sufficiently viscous that they will not mix. When pressure is applied to the toothpaste tube, the main material squeezes down the thin pipe to the nozzle. Simultaneously, the pressure applied to the main material causes pressure to be forwarded to the stripe material, which then issues out through small holes (in the side of the pipe) onto the main carrier material as it is ing those holes. In 1990 Colgate-Palmolive was granted a patent for two differently-colored stripes. In this scheme, the inner pipe has a cone-shaped plastic guard around it, and about half way up its length. Between the guard and the nozzle-end of the tube is then a

space for the material for one color, which then issues out of holes in the pipe. On the other side of the guard is space for second stripe-material, which has its own set of holes.Striped toothpaste should not be confused with layered toothpaste. Layered toothpaste requires a multi-chamber design, in which two or three layers then extrude out of the nozzle. This scheme, like that of pump dispensers, is more complicated (and thus, more expensive to manufacture) than either the Marraffino design or the Colgate design.

Brief History of Toothpaste Toothpaste use was first reported in Africa (Egypt) at about the 4th AD. The primitive toothpaste was we know was made up of salt, pepper, mint leaves and iris flower. Urine based toothpaste was widely used in Europe during the Roman times.In early America, toothpaste consisted of burnt bread.Up till today in many parts of Africa, specific types of herbs are still been chewed which helps to keep the mouth and teeth pristine clean.you can now buy your close up toothpaste hereWhat brand of toothpaste do you use? Today there are at least 20 different brands of toothpaste in the market. Most contains the same basic ingredients: Sodium fluoride or sodium mono-fluoride. Why close up toothpaste in an African food shop? Yes. I would have asked the same too. I was at Dalston Market in London the other day, and meet a queue of people waiting to buy this close up toothpaste.What is the force about this particular brand of toothpaste? I asked. I was made to understand that many Africans in Europe and America do not use any other toothpaste apart from this for its unique taste and "tingly freshness". This Close up toothpaste is made by Lever Brothers Limited (Unilever) and used all over Africa, from Tema in Ghana, Nairobi in Kenya, Kampala Uganda, Addis Ababa

Ethopia, Dar es Salam Tanzania, Limbe Malawi to Lusaka Zambia.Curiously, this toothpaste contains the same basic ingredients like the one made in Europe. I started using it myself and found it to be really nice… now you can understand why we stock it. Get your own close up toothpaste along with your shopping and try it today.

The Close up toothpaste contains Sodium Fluoride, Triclosan, with sorbitol, hydrated silica, water, PEG32 SLS, flavours, cellulose, gum, sodium saccharin, trisodium phosphate, C1 16035 and C1 17200. A prominent entity; offering a spellbound range of Gel toothpaste,White toothpaste,Herbal toothpaste,Medicated toothpaste,Clear gel toothpaste,Mint toothpaste, etc..

Driven solely by the power of conviction, innovation, and dynamism towards the goal of raising its identity worldwide, Jaikaran India Limited has achieved an impeccable success in its overall business operation. The company, incorporated in the year 1993, primarily deals in formulating different types of toothpaste. Presently, the company is headed under the visionary guidance of Dr. J. K. Goel, the CMD. Operating under his orientation and strategic planning, we have succeeded in building an incomparable reputation in the international market. Today, with our sharp competitive approach, we are reckoned among the pioneer manufacturers and exporters of toothpastes. We offer an unmatched variety of toothpaste in various formulations which includes Gel toothpaste, White toothpaste, Herbal toothpaste, Medicated toothpaste, Clear gel toothpaste, Mint

toothpaste, etc. Besides these above mentioned formulations, we also have specialization in manufacturing an exclusive herbal toothpastes in the name of “HERBODENT” that is mostly marketed in the Western Countries.Majority of our toothpaste brands are supplied to respective buyers, importers, wholesalers and distributors, settled all across the globe. We take pride in having an ever growing and prestigious list of customers and associations world over. Today, besides supplying our range in the domestic markets, we are also exporting our range of toothpastes to some of the major global markets like Asia, Africa, Europe, America & Gulf countries

Our Trademark "A technically sound company; internationally responsive and globally alert and above all, customer friendly."

Our Products An unmatched variety of toothpaste formulations manufactured and exported by Jaikaran India Limited is enlisted below: •

Gel toothpaste

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White toothpaste

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Herbal toothpaste

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Medicated toothpaste

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Clear gel toothpaste

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Mint toothpaste

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Kids toothpaste

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Sensitive care toothpaste

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SLS free toothpaste

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100% Vegetarian toothpaste

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Natural toothpaste

Quality The overall strength of our organization lies in its product specialty and quality. We always remain conscious to offer only qualitative range of toothpaste formulations so that our customers feel assured and develop a long lasting relationship.We have employed a team of quality control experts to ensure flawless production. They keep a close eye on the overall stages of product development to ensure that even the slightest defect get sorted out well in time.

Infrastructure We, Jaikaran India Limited, are endowed with a well planned production unit, situated at HSIDC Industrial Area, Delhi, India. This unit is well equipped with all state of art plant & machinery and is also ed by a trained manpower. Besides this manufacturing facility we are also backed by a highly capable R&D facility.Our overall unit is spread over an area of about 18,000 sq. ft., with the total land area of 30,000 sq. ft. Backed by such an robust infrastructural facility we are capable to meet and exceed, both the planned and unplanned bulk orders of our clients with ease.

Packaging Our products are offered in the market in a very crafty style packaging. They are packed

with a masterly touch and unmatched elegance, so that they are well accepted in the global market.

Customer Satisfaction At Jaikaran India Limited, we work day and night to achieve 100% customer satisfaction for every customer we deal with. We always focus to come up with unmatched product innovation, aggressive cost optimization and the best customer services to leave our clients spellbound from our end. We leave no space for any kind of customer grievances and remain conscious to deliver only best assorted products to the clients.

Why Us? •

Specialist in Toothpaste manufacturing

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Qualitative range of products

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Unmatched innovation in product development

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Robust infrastructural facility

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Customer orientation

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Cost effective prices

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Timely Delivery.

Certification •

GMP certified

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ISI 9001:2000 Certified

Private Labeling for Exports We Jaikaran India Ltd are specialised into manufacturing of toothpaste in private labeling

for export market. We are one of the leading manufacturer and exporter of toothpaste in private label for exports of : •

Herb Dent Toothpaste

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Ayurvedic Toothpaste

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Plaque Control Toothpaste

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Herbodent Toothpaste

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Medicated Toothpaste

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Toothpaste

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Herbodent Ayurvedic Toothpaste

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Mint Toothpaste

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Gel Toothpaste

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Natural Herbal Toothpaste

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Herbal Toothpaste

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Herbodent Herbal Toothpaste

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Whitening Tooth Paste

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Private Label Toothpaste

Ingredients In addition to 20-42% water, toothpastes are derived from a variety of components, including three main ones: abrasives, fluoride, and detergents.

Abrasives

Abrasives constitute at least 50% of a typical toothpaste. These insoluble particles help remove plaque from the teeth. The removal of plaque and calculus prevents cavities and periodontal disease. Representative abrasives include particles of aluminum hydroxide (Al(OH)3), calcium carbonate (CaCO3), various calcium hydrogen phosphates, various silicas and zeolites, and hydroxyapatite (Ca5(PO4)3OH). Abrasives, like the dental polishing agents used in dentists' offices, also cause a small amount of enamel erosion which is termed "polishing" action. Some brands contain powdered white mica which acts as a mild abrasive, and also adds a cosmeticallypleasing glittery shimmer to the paste. The polishing of teeth removes stains from tooth surfaces, but has not been shown to improve dental health over and above the effects of the removal of plaque and calculus.

Fluorides Fluoride in various forms is the most popular active ingredient in toothpaste to prevent cavities. Although it occurs in small amounts in plants, animals, and some natural water sources, the additional fluoride has beneficial effects on the formation of dental enamel and bones. Sodium fluoride (NaF) is the most common source of fluoride but stannous fluoride (SnF2), Olaflur (an organic salt of fluoride), and sodium monofluorophosphate (Na2PO3F) are also used. Much of the toothpaste sold in the United States has 1000 to 1100 parts per million fluoride. In the UK, the fluoride content is often higher, a NaF of 0.32% w/w (1,450 ppm fluoride) is not uncommon.

Surfactants

Many, although not all, toothpastes contain sodium lauryl sulfate (SLS) or related surfactants (detergents). SLS is found in many other personal care products as well, such as shampoo, and is mainly a foaming agent, which enables uniform distribution of toothpaste, improving its cleansing power.

Other components Antibacterial agents Triclosan, an antibacterial agent, is a common toothpaste ingredient in the UK. Triclosan or zinc chloride prevent gingivitis and, according to the American Dental Association, helps reduce tartar and bad breath.

Flavorants Toothpaste comes in a variety of colorings, and flavors intended to encourage use of the product. Three most common flavorants are peppermint, spearmint, and wintergreen. Toothpaste flavored with peppermint-anise oil is popular in the Mediterranean region. These flavors are provided by the respective oils, e.g. peppermint oil. More exotic flavors include anise, apricot, bubblegum, cinnamon, fennel, lavender, neem, ginger, vanilla, lemon, orange, and pine. More unusual flavors have been used, e.g. peanut butter, iced tea, and even whisky. Unflavored toothpaste exist.

Remineralizers Hydroxyapatite nanocrystals and calcium phosphate are included in some formulations for remineralization.Toothpaste is sold in many brands

Miscellaneous components Agents are added to suppress the tendency of toothpaste to dry into a powder. Included are various sugar alcohols such as glycerol, sorbitol, xylitol, or related derivatives, such as 1,2-propylene glycol and polyethyleneglycol. Strontium chloride or potassium nitrate are included in some toothpastes to reduce sensitivity. Sodium polyphosphate is added to minimize the formation of tartar.

Safety Fluoride Although water fluoridation has been praised as one of the top medical achievements of the 20th century, fluoride-containing toothpaste can be acutely toxic if swallowed in large amounts.The risk of using fluoride is low enough that the use of 'full-strength' toothpaste (1350-1500ppm fluoride) is advised for all ages (although smaller volumes are used for young children; a 'smear' of toothpaste until 3 years). Several non-fluoride toothpastes are available.

Triclosan

Reports have suggested that triclosan, an active ingredient in many toothpastes, can combine with chlorine in tap water to form chloroform , which the United States Environmental Protection Agency classifies as a probable human carcinogen. An animal study revealed that the chemical might modify hormone regulation, and many other lab researches proved that bacteria might be able to develop resistance to triclosan in a way, which can help them to resist antibiotics also.

Diethylene glycol The inclusion of sweet-tasting but toxic diethylene glycol in Chinese-made toothpaste led to a multi-nation and multi-brand toothpaste recall in 2007. The world outcry made Chinese officials ban the practice of using diethylene glycol in toothpaste.

Miscellaneous issues and debates With the exception of toothpaste intended to be used on pets such as dogs and cats, and toothpaste used by astronauts, most toothpaste is not intended to be swallowed, and doing so may cause nausea or diarrhea. 'Tartar fighting' toothpastes have been debated. Case reports of plasma cell gingivitis have been reported with the use of herbal toothpaste containing cinnamon. SLS has been proposed increase the frequency of mouth ulcers in some people as it can dry out the protective layer of oral tissues causing the underlying tissues to become damaged.

Alteration of taste perception After using toothpaste, orange juice and other juices have an unpleasant taste. This effect is attributed to products of the chemical reaction between stannous fluoride in toothpaste and the acetic acid in the juices. Sodium lauryl sulfate alters taste perception. It can break down phospholipids that inhibit taste receptors for bitterness, giving food a bitter taste. It is also thought to inhibit sweet receptors. In contrast, apples are known to taste more pleasant after using toothpaste. Distinguishing between the hypotheses that the bitter taste of orange juice results from stannous fluoride or from sodium lauryl sulfate is still an unresolved issue and it is thought that the menthol added for flavor may also take part in the alteration of taste perception when binding to lingual cold receptors.

Other types of toothpaste Whitening toothpastes Many toothpastes make whitening claims. Some of these toothpastes contain peroxide, the same ingredient found in tooth bleaching gels. The abrasive in these toothpaste remove the stains, not the peroxide. Whitening toothpaste cannot alter the natural color of teeth or reverse discoloration by penetrating surface stains or decay. To remove surface stains, whitening toothpaste may include abrasives and additives such as sodium tripolyphosphate. When used twice a day, whitening toothpaste typically takes two to four weeks to make teeth appear more white. Whitening toothpaste is generally safe for daily use, but excessive use might damage tooth enamel. Teeth whitening gels represent an alternative.

Herbal and "natural" toothpastes Herbal toothpaste from Croatia Herbal toothpastes are made from natural ingredients and some are even certified as organic. Many consumers have started to switch over to natural toothpastes in order to avoid synthetic and artificial flavors that are commonly found in regular toothpastes. Due to the increased demand of natural products, most of the toothpaste manufacturers now produce herbal toothpastes. This type of toothpaste does not contain dyes or artificial flavors. Many herbal toothpastes do not contain fluoride or sodium lauryl sulfate. The ingredients found in natural toothpastes vary widely but often include baking soda, aloe, eucalyptus oil, myrrh, plant extract (strawberry extract), and essential oils. In addition to the commercially available products, it is possible to make one's own toothpaste using similar ingredients. When using a toothpaste that has not been proven to be efficient in preventing periodontal diseases it is particularly important to have regular dental checkups.

History Early toothpastes

Toothpastes or powders came into general use in the 19th century. The Greeks, and then the Romans, improved the recipes for toothpaste by adding abrasives such as crushed bones and oyster shells. In the 9th century, the Persian musician and fashion designer Ziryab invented a type of toothpaste, which he popularized throughout Islamic Spain.[20] The exact ingredients of this toothpaste are unknown, but it was reported to have been both "functional and pleasant to taste".It is not known whether these early toothpastes were used alone, were to be rubbed onto the teeth with rags, or were to be used with early toothbrushes, such as neem-tree twigs and miswak.Washington Sheffield made the original collapsible toothpaste tubes lead.

Tooth powder Tooth powders for use with toothbrushes came into general use in the 19th century in Britain. Most were homemade, with chalk, pulverized brick, or salt as ingredients. An 1866 Home Encyclopedia recommended pulverized charcoal, and cautioned that many patented tooth powders that were commercially marketed did more harm than good.

Modern toothpaste An 18th century American and British toothpaste recipe called for burnt bread. Another formula around this time called for dragon's blood (a resin), cinnamon, and burnt alum. By 1900, a paste made of hydrogen peroxide and baking soda was recommended

for use with toothbrushes. Pre-mixed toothpastes were first marketed in the 19th century, but did not sur the popularity of tooth-powder until World War I. In 1892, Dr. Washington Sheffield of New London, Connecticut, manufactured toothpaste into a collapsible tube, Dr. Sheffield's Creme Dentifrice. He had the idea after his son traveled to Paris and saw painters using paint from tubes. In New York City in 1896, Colgate & Company Dental Cream was packaged in collapsible tubes imitating Sheffield. Fluoride was first added to toothpastes in 1914, and was initially criticized by the American Dental Association (ADA) in 1937. Fluoride toothpastes developed in the 1950s received the ADA's approval. To develop the first ADA-approved fluoride toothpaste, Procter & Gamble started a research program in the early 1940s. In 1950, Procter & Gamble developed a t research project team headed by Dr. Joseph Muhler at Indiana University to study new toothpaste with fluoride. In 1955, Procter & Gamble's Crest launched its first clinically proven fluoride-containing toothpaste. On August 1, 1960, the ADA reported that "Crest has been shown to be an effective anticavity (decay preventative) dentifrice that can be of significant value when used in a conscientiously applied program of oral hygiene and regular professional care." The amount of fluoride in toothpastes varies from country to country. In 2006 appeared in Europe the first toothpaste containing synthetic hydroxylapatite as an alternative to fluoride for the remineralization and reparation of tooth enamel. The "biomimetic hydroxylapatite" is intended to protect the teeth by creating a new layer of synthetic enamel around the tooth instead of hardening the existing layer with fluoride that chemically changes it into Fluorapatite.

In June 2007, the US Food and Drug istration and similar agencies in Panama, Puerto Rico and Australia advised consumers to avoid certain brands of toothpaste manufactured in China after some were found to contain the poisonous diethylene glycol, also called diglycol or labeled as "DEG" on the tube.

Toothpaste Brands Including Tooth Whitening Brands in the United States Include Aim toothpaste Aquafresh Arma nd Hammer BlanX Close-Up CloSYSII Colgate Complete toothpaste Crest Cuprident Darlie Druide Elmex Euthymol Fluoride Fresh Breath

Gleem Ipana Janina Whitening Toothpaste Macleans Mentadent Oral-B Oravive Pepsodent Rembrandt (whitening) Sensodyne (marketed for individuals with sensitive teeth; trademark of GlaxoSmithKline) Shane toothpaste Signal Squigle The Natural Dentist Thera Breath Tom's of Maine

Close-Up Close-Up has bagged the honor of being first gel toothpaste bringing together, a toothpaste and a mouthwash in one formula. Monofluorophosphate, an ingredient in Close-Up helps in strengthening teeth and dental care. Lychee, Tangerine Burst and Choko-loko are the flavors available in Close-Up toothpaste. Close-Up whitens teeth fast and gives a fresh breath. Everyone wants to have that amazing set of pearly whites. However, merely dreaming of attaining that enviable set of teeth is not enough. You will need to try out some methods that will help to whiten teeth fast. There are many simple ways by which you

can

ensure

that

your

dental

health

is

top

notch

Ways to Whiten Teeth Faster •

As clichéd as it may sound, it is very important to brush teeth regularly. This is because, it takes no time for cavities and tooth decay to start in the oral cavity. Hence, it is very important to brush teeth at least twice a day.

•

Our teeth consist of grooves and fissures that are difficult to access easily with the toothbrush. Hence, despite brushing regularly, one needs to visit the dentist at

least every six months, so that if a person has any cavities that are in their initial stages, then they can be treated before they progress any further. Also, a dentist can clean your teeth to remove any tartar and calculus, which tend to give a yellowish hue to teeth. This is one of the best ways to whiten teeth fast. •

Make sure to use dental floss so that any food that may get stuck between your teeth does not lead to the formation of new inter-dental cavities.

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If you are a smoker, then needless to say, you need to stop smoking as soon as possible. Smoking tends to stain teeth very easily. At times, it can also lead to black staining of lips and gums. Hence, it is best to stop smoking as soon as possible to prevent any further damage to the teeth.

•

Try and use a fluoridated toothpaste as much as possible. Fluoride helps to strengthen the enamel present in teeth. This helps to prevent the formation of cavities in teeth.

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Avoid drinking tea and coffee as much as possible. Coffee and tea tend to stain teeth, especially the facial surfaces of front teeth. In such cases, prevention is better than cure.

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Diet plays a very important part when it comes to whitening teeth fast. There are certain food items that have a lot of fiber content and so, chewing such food helps to naturally massage the gums, which increases the circulation in the gums. Also, some fruits like strawberries help to whiten teeth naturally.

•

Use mouthwashes but in moderation. This is because mouthwashes help to prevent the formation of plaque on the surfaces of teeth. Thus, they help to prevent the initiation of caries in the oral cavity. However, excessive use of

mouthwashes can lead to staining of teeth, as sometimes mouthwashes contain potassium nitrate which has a tendency of staining teeth. In such cases, it is best to visit the dentist and seek advice on how often to use mouthwash. •

Some people may claim that there are some simple ways to whiten teeth fast at home, like by using baking soda or sodium chloride (table salt). It is claimed that rubbing this on the surface of teeth helps to keep them white and shiny. This is one of the most harmful ways that you can possibly resort to if you want to whiten teeth fast. Rubbing any kind of powder on the surface of teeth tends to abrade them very easily, as it creates friction. This wears off the enamel and leads to other problems like sensitive teeth symptoms. Thus, try to avoid using such teeth whitening methods which will cause more harm than good.

Close Up is the original youth oral care brand of Unilever Arabia and Middle East. It is one of the first brands targeting youth in the oral care market globally, with an edgy and youthful image which stays relevant till date.

A unique oral care brand for up-close situations Unlike the typical opaque, mint-flavored toothpaste of the time, Close Up debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste. A unique brand identity was developed, with Close-Up positioned as the toothpaste that gives people confidence in those very "up close and personal" situations.

Couples with bright smiles in very "close" situations were featured on the packaging, and commercials

depicted

youthful

adults

blowing

kisses

at

each

other.

The idea of a toothpaste that could give them fresh breath, white teeth and, subsequently, a little extra self-confidence and sex appeal provided instant appeal to consumers. Over the

years,

Close-Up

briefly

flirted

with

a

few

variations,

In 2006, Close-up Limited Edition launch in Arabia redefined the toothpaste market with its unique new flavors: Choco-loko, Tangerine Burst, and Lychee. It brought excitement and life into the rather boring toothpaste category and helped the brand achieve record sales and shares. One thing remains constant: Close-up is still symbolized by attractive white smiles in very close situations.

Key facts •

First toothpaste in US to combine mouthwash and toothpaste in one formula

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First gel toothpaste in the world

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The Fouride in Close Up called monofluorophospate, makes the entire tooth structure more resistant to delay. It also strengthens teeth, which aids in repairing early delay before the damage can even be seen All the toothpaste brands promise different things to the consumer. Some offer the whitest teeth, some talk of freshest breath or healthiest teeth. So which toothpaste should you pop into your shopping bag? Sometimes having so much variety and choice can be dreadfully tiring for the mind! Besides as the dentists all tell us it is important to pay specially attention to your child's dental hygiene right from the age of 2. But which of the toothpastes will actually live up to the advertising? Lets find out -

Brand analysis the price of a paste and brush The brands in the market offer basically two types of toothpastes - one is in the form of the conventional paste and the other is the gel. Colgate Total, Pespodent Germicheck, etc are examples of the former type. They offer clean teeth and a safeguard against cavities. The Close up range, Promise Gel, Colgate Gel, etc promise fresh breath. Aquafresh and Pepsodent 2-in-1 combine the two types by having both gel and paste together.

Oral-B Oral-B is a brand name of toothbrush and other dental care products (such as dental floss) manufactured by Procter &

Gamble who acquired Gillette in 2005. The brand also includes power toothbrushes and interdental products (such as irrigators and oral care centers).

History Pre-1980s •

1950 - The first Oral-B toothbrush was designed and patented in California by Dr. Robert Hutson, a California periodontist. The first product was called "Oral-B 60," as it had 60 tufts. Dr. Hutson started a family-owned company based on the brush.

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1969 - An Oral-B toothbrush is the first to go to the moon. It rode on the Apollo 11 mission.

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1978 - The electric toothbrush called the "D1" was mass produced, simulating the manual side-to-side movements of a manual brush. It was sold predominantly in Europe.

1980s •

1981 - The "Oral-B Right Angle" was introduced.

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1984 - Oral-B was acquired by Gillette. Braun introduced the first power toothbrush that combined vertical and horizontal movements. The Star Wars toothbrush is released for children.

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1986 - Muppets toothbrushes and toothpaste for children were launched.

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1987 - The Oral-B Ultra Plus is released, the first Oral-B product design with Braun collaboration.

1990s •

1991 - The D5 was released and clinically proven to clean better than a manual toothbrush. The Oral-B Indicator was released with fading bristles. The Chilean business Duralon was acquired.

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1992 - The Oral-B Plaque Control Center, OC5, was released with a power toothbrush and oral irrigator.

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1993 - The Oral-B Advantage toothbrush was released featuring multilevel trim patterns.

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1994 - The D7 (with indicator bristles and nonslip gripping) and the Oral-B Compact Interdental brush were launched.

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1995 - The Squish Grip and Gripper brushes were released. Oral-B UltraFloss dental floss is launched. The Pro business in Latin America was acquired.

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1996 - The Advantage Control Grip toothbrush was released featuring microtextured bristles and an ergonomic dual material handle. The D9 (Oral-B Plaque Remover) and the Oral-B Interclean Interdental Plaque Remover were launched.

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1997 - Oral-B partners with Nickelodeon. Oral-B acquired the Prudent business in India.

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1998 - The Oral-B 3D Plaque Remover, Oral-B CrossAction toothbrush and SATINfloss were released.

2000s

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2000 - The Oral-B 3D Excel, Oral-B Kids' Power toothbrush, and the Oral-B Battery Toothbrush were launched.

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2001 - Oral-B entered into an exclusive license agreement with Disney to release products including manual, battery, and rechargeable power toothbrushes, showcasing Mickey Mouse, Winnie the Pooh, Buzz Lightyear, and the Disney Princesses.

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2002 - The Oral-B Stages line is introduced, marking the first time children's toothbrushes are designed for the four different stages of a child's dental development.

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2003 - The Oral-B CrossAction Power toothbrush is launched. The Oral-B CrossAction Vitalizer manual toothbrush and Stages Kids' Flossers are also introduced.

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2004 - Oral-B introduces its first sonic toothbrush, the Oral-B Sonic Complete.

Other products introduced in 2004 are the CrossAction Power Max and ProfessionalCare 8000 series of electric toothbrushes, the Advantage Artica manual toothbrush, Stages power toothbrushes and Stages tooth & gum cleanser. Oral-B acquires the Zooth brand of children's power toothbrushes which feature sculpted characters like Barbie, Hello Kitty, My Little Pony, Finding Nemo, and Hot Wheels. •

2005 - The Gillette Company is acquired by Procter & Gamble, uniting Oral-B and Crest beneath the umbrella of P&G Oral Care. P&G Oral Care becomes the only company to have offerings across all key segments of the category -

providing consumers with a broad range of products for their full oral health regimen, including toothpaste, toothbrushes, mouthwash, dental floss, whitening and dentures. An independent review by the prestigious Cochrane Collaboration, a British-based nonprofit health research group, found oscillating-rotating technology, pioneered by Oral-B, to be consistently better at removing plaque and reducing gingivitis than manual toothbrushing.Oral-B Triumph ProfessionalCare 9000 is introduced, featuring "smart technology".Oral-B Pulsar is introduced featuring the first manual toothbrush with a pulse. •

2006 - Oral-B Vitality is launched, marking the first time rechargeable power toothbrushes are available at an affordable price of less than $20, including Sonic technology.Oral-B Sensitive Advantage is introduced - an extra soft brush for sensitive gums.

•

2007 - Oral-B introduces Pulsar Pro-Health, combining the bristle and brush head innovation from Oral-B Pulsar with new gentle ProSoft bristles.

Oral-B Triumph with SmartGuide is launched. It is the first rechargeable power toothbrush to combine cleaning and gum care with a wireless remote display to provide while-you-brush for optimal brushing habits. •

2010 - P&G rebrands Crest Glide as Oral-B Glide

Oral B is a specially formulated toothpaste for children in India. It comes in one flavour - mint. Though the children like the mild flavour the paste itself does not foam. Also the paste comes along with a brush making it an expensive buy if you are not interested in using their brush. Alright all the ads are spectacular - but what's the bottom line? Basically all toothpastes are alike. In the olden days (sometime soon after the age of the dinosaurs) our not so distant ancestors chewed datuan - the neem twig and most of them had strong healthy teeth right to the very end. Further, here's a secret that most rs have long known - people aren't as interested in the anti bacterial qualities of the toothpaste as in its ability to promote fresh breath and make your mouth taste good. As a result many of us brush early morning even though we haven't eaten anything just then, in order to lose that morning breath. But few people to brush in the evening when it's really necessary! So the differences in the toothpastes are more in flavour and attractive colour than actual ingredients.

Colgate Toothpaste In 1806, William Colgate, himself a soap and candle maker, opened up a starch, soap and candle factory on Dutch Street in New York City under the name of

"William Colgate & Company". In the 1840s, the firm began selling individual cakes of soap in uniform weights. In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son. In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars. His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. In 1896, Colgate hired Martin Ittner and under his direction founded one of the first applied research labs. By 1908 they initiated mass selling of toothpaste in tubes. His other son, James Boorman Colgate, was a primary trustee of Colgate University (formerly Madison University). In Milwaukee, Wisconsin, the "B.J. Johnson Company" was making a soap entirely of palm and olive oil, the formula of which was developed by B.J. Johnson in 1898. The soap was popular enough to rename their company after it - "Palmolive". At the turn of the century Palmolive, which contained both palm and olive oils, was the world's best-selling soap, and extensive advertising included The Palmolive Hour, a weekly radio concert program which began in 1927 and Palmolive Beauty Box Theater which ran from 1934 to 1937. A Kansas-based soap manufacturer known as the "Peet Brothers" merged with Palmolive to become Palmolive-Peet. In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the current name. Colgate-Palmolive has long been in fierce competition with Procter & Gamble, the world's largest soap and detergent maker. P&G introduced its Tide laundry detergent

shortly after World War II, and thousands of consumers turned from Colgate's soaps to the new product. Colgate lost its number one place in the toothpaste market when P&G started putting fluoride in its toothpaste. In the beginning of television, "ColgatePalmolive" wished to compete with Procter & Gamble as a sponsor of soap operas. Although the company sponsored many shows in part, they fully sponsored the serial The Doctors.George Henry Lesch was president, CEO, and chairman of the board of ColgatePalmolive in the 1960s and 1970s, during that time transformed it into a modern company with major restructuring.In 2005, Colgate sold the under-performing brands Fab, Dynamo, Arctic Power, ABC, Cold Power and Fresh Start, as well as the license of the Ajax brand for laundry detergents in the U.S., Canada and Puerto Rico, to Phoenix Brands, LLC as part of their plan to focus on their higher margin oral, personal, and pet care products. In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine, a leading maker of natural toothpaste, for US $100 million. Tom's of Maine was founded by Tom Chappell in 1970. Today, Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly listed in only two, the United States and India. In June 2007, counterfeit Colgate toothpaste imported from China was found to be contaminated with diethylene glycol, and several people in eastern U.S. reported experiencing headaches and pain after using the product. The tainted products can be identified by the claim to be manufactured in South Africa by Colgate-Palmolive South Africa LTD, they are 5oz/100ml tubes (a size which Colgate does not sell in the United

States) and the tubes/packaging contain numerous misspellings on their labels. ColgatePalmolive claims that they do not import their products from South Africa into the United States or Canada and that DEG is never and was never used in any of their products anywhere in the world. The counterfeit products were found in smaller "mom and pop" stores, dollar stores and discount stores in at least four states. The Microcrystal Enriched Whitening Toothpaste uses advance whitening formula contains microcrystal that gently polishes the teeth to restore and maintain their natural whiteness. Colgate-Palmolive [India] Limited offers Microcrystal Enriched Whitening Toothpaste. Colgate-Palmolive [India] Limited supplies various types of personal care, dental care and home care products. The Microcrystal Enriched Whitening Toothpaste comes under the brand name `Colgate Advanced`. This Whitening Toothpaste fights plague and cavities to ensure the teeth stay healthy and strong as they are white.

Salient

features

of

Microcrystal

Enriched

Whitening

Toothpaste are  Restores natural whiteness  Prevents stains from adhering  Fights tartar, cavities and plague.

colgate total toothpaste Colgate Total is a toothpaste that claims to protect teeth for twelve hours and protect against many tooth and gum problems. The Colgate company started in 1806

when William Colgate started a starch, soap and candle business in New York on Dutch Street. In 1896, toothpaste in a collapsible tube is introduced. In 1968, the company added MPP fluoride to the recipe to help reduce the risk of cavities. About 30 years later, the Bright Smiles Bright Futures program was introduced. This program brings education about oral hygiene to children in over 50 countries worldwide. Colgate Total toothpaste was officially introduced to the public for the first time in 1997. Colgate has won fifteen awards in the United States alone. It has also won awards in Argentina, Brazil, the Dominican Republic, Greece, India, Italy, Puerto Rico, the United Kingdom and The company also makes different varieties such as Colgate Total Advance, Mint Stripe, Clean Mint, Advanced Whitening, Advanced Clean, Advanced Fresh and also make a lot more to choose from, including specially formulated toothpaste for sensitive gums and enamel renewal. They have also made tropical flavors and flavors of a more mild nature than the sometimes harsh mint. On the Colgate website there are coupons, promotional offers and videos that include everything from how to brush and floss, how to teach kids to brush and floss to the company background of the tooth whitening

Toothpaste History Toothpaste was used in China and India as long ago as 300 B.C. The first tooth cleaning ingredients were crushed bone, crushed egg and oyster shells. When tooth powders were invented they included powdered charcoal, powdered bard and flavoring. Tooth powder and past can in ceramic posts in the late 18th century. In the 1800s, the first toothpastes similar to modern toothpaste was invented.

Pepsodent Pepsodent is a brand of toothpaste with a wintergreen flavor. The brand is owned by Unilever, but in 2003 the rights to the brand in the United States and Canada were bought by Church and Dwight. The history of Pepsodent goes back at least to the 1920s.It was d for its purported properties fighting tooth decay, attributed in ments to the supposed ingredient Irium. Irium is another word for sodium lauryl sulfate, an inexpensive ionic

surfactant.However, in a 1994 speech, then-FCC chairman Reed Hundt claimed that the "Irium" mentioned in Pepsodent ments "didn't exist".Another ingredient, "I.M.P." was purported to whiten teeth. Its best-known slogan was “You'll wonder where the yellow went / when you brush your teeth with Pepsodent!” British comedian Jasper Carrott referred to the slogan in one of his stand-up routines, saying “On your tongue that's where the yellow went!” Pepsodent was a very popular brand before the mid '50s, but its makers were slow to add fluoride to its formula to counter the rise of other highly promoted brands such as Crest and Gleem toothpaste by Procter & Gamble, and Colgate's eponymous product; sales of Pepsodent plummeted. Today Pepsodent is a “value brand” marketed primarily in discount stores and retails for roughly half the price of similarly-sized tubes of Crest or of Colgate. In the 1930s a massive animated neon advertising sign, featuring a young girl on a swing, hung on a building in Times Square in New York City. This ad was re-created for the climax of the 2005 film King Kong.The product was discontinued in South Africa in 1974 but was revived in 1976 with a new ad slogan "Gets Your Teeth Their Whitest" featuring celebrity endorsers Rita Moreno, Steve Lawrence, and others. The popular slogan was also changed in South Africa to "You'll wonder where the dullness went / when you polish your teeth with Pepsodent". Pepsodent is still sold as a Unilever property in all markets except the United States and Canada.

In popular culture Pepsodent was so popular that Rodgers and Hammerstein included a reference to it in their long-running 1949 hit musical South Pacific, when the Seabees sing about the native woman Bloody Mary:Bloody Mary's chewing betel nuts And she don't use Pepsodent.It's also referenced in some versions of Cole Porter's song You're The Top:You're the baby grand of a lady and a gent, You're an old Dutch master, you're Mrs. Astor, You're Pepsodent.One of the great memories of Pepsodent is from an old Mad Magazine 50 or 60 years ago. It had a cartoon (realistic) of Leonardo Di Vinci looking at his easel, sitting in front of the Mona Lisa thinking, "I wonder where the yellow went?" Among the tubes of paint is a tube of Pepsodent.

Babool toothpaste Babool toothpaste is a herbal product which contains the extracts of the Babul tree. This immensely popular product from the Dabur family is endorsed by Vivek Oberoi. Vivek Oberoi is one of the latest additions to the young bandwagon who have stormed the screen with his brilliant performance in Ram Gopal Verma's Company. Among the numerous products of Dabur Vivek Oberoi is endorsing Babool toothpaste. This youthful actor is seen in the latest ment. Dabur has a range of oral products like Meswak, Promise and Babool and Vivek Oberoi

has been paid a handsome amount to endorse the brand products. All the Babool products like the Babool toothpaste and the Babool toothpowder are known for their Ayurvedic quality. Both of them are attractively packaged and the compositions include natural ingredients. Dabur is one of the biggest FMCG companies which specialize on food products

and

health

care

essentials.

With an annual turnover of more than 2233.72 crores of money Dabur is known in the market for a number of important products like Vatika, Dabur Chyawanprash and Hajmola which is one of the most-loved appetizers. Most of the products of Dabur are herbal products and this Ayurvedic element has made them extremely popular among the consumers. Vivek Oberoi who has become a household name among after Company roped in as the brand ambassador because his appeal is huge among the young generation. He has quite a few impressive films in his kitty and that includes not only Company but the huge hit Saathiya. He paired against Rani Mukherjee for this romantic flick which is the Hindi remake of one of the very popular Telegu movies by ace director Maniratnam. His impressive performance in Omkara has created a place for him in the Bollywood film industry. It is his powerhouse performances in many movies like Shootout at Lokhandwala or Yuva which have made him one of the most energetic actors ofBollywood. From a hardcore romantic movie like Saathiya to power-packed performances of Maya Dola in Shootout at Lokhandwala, Vivek Oberoi has come a long way. He has created a brand for himself which remains appealing for its own reasons. Vivek Oberoi is the newest ee in the long list of brand ambassadors which includes big names like Amitabh Bachchan and Shahrukh Khan.

Vicco Toothpaste Vicco Pure Herbal Toothpaste is the original Ayurvedic toothpaste. Vicco cleans your teeth, refreshens your breath, stimulates your gums. Every tube of Vicco contains 20 pure herbal extracts long established by Ayurvedic herbal tradition to be good for teeth, mouth and gums. Ayurvedic practice, centuries old, actively involves those elements in nature most beneficial to the individual. Vicco toothpaste is made from herbs, barks, roots and flowers, no artificial ingredients or refined sweeteners, no harsh abrasives fluoride just

the best ingredients for dental care. Vicco's concentrated formula lasts longer and tastes great. Vicco is a worldwide favorite for decades.

World Leader in Ayurvedic Dental Hygiene Ayurveda is a combination of the two words "Ayu" and "Veda" which, when combined, mean the "science of life." Ayurveda is a health care science developed through observation, experimentation and the experience of life compiled over more than 2000 years. This includes an extensive Materia Medica, or herbal encyclopedia, of herbs and their beneficial uses, and it is from this background that the ingredients of Vicco Toothpaste have been brought together. Vicco Herbal Toothpaste is the original Ayurvedic toothpaste. It is formulated from more than 20 herbal extracts revered for centuries in the Ayurvedic tradition for their beneficial effect on teeth and gums.

Modern Technology to Deliver Ancient Wisdom In order to provide a toothpaste that has the right consistency, taste, texture and foaming effect, Vicco has invested heavily in modern production equipment and techniques. Central to this effort is a full-scale water purification plant on the premises, utilizing such processes as Activated Carbon filters, cation, anion beds, mixed bed and UV filters to provide pure, bacteria-free, demineralized water for production. Thus, starting from pure water, adding pure herbal extracts, in a process using modern production equipment, Vicco attains a level of purity and sanitary production that is

unmatched by its competition. These modern production techniques, together with the ancient knowledge of Ayurveda, combine to provide the "best of both worlds."

Vicco Toothpaste: Naturally Vicco Toothpaste contains more than 20 herbal extracts. These herbal extracts are chosen for their beneficial effect on the teeth or the gums. Vicco is made from herbs, barks, roots and flowers, not from artificial chemicals. In fact, Vicco Toothpaste is formulated to include a number of extraordinary herbs which have a significant action on the gums. You can feel the tingle as you brush as the astringent, tightening action of the herbs go to work. Vicco Toothpaste includes the famous Ayurvedic herb called Vajradanti, which, when translated, means "diamond teeth." It contains no artificial ingredients, no harsh abrasives, no fluoride.

And it tastes good Vicco Toothpaste has a refreshing anise taste that leaves your mouth feeling clean and fresh rather than the artificial sweet taste of many commercial toothpastes. Vicco does not use sugar in its formulation (as is the case in many commercial toothpastes.) The taste is pleasant and invigorating and our customers around the world comment on the wonderful sensation and taste of Vicco in their mouths.

Teeth and Gum Problems?

Dentists report that more adults lose their teeth due to gum problems than to tooth decay. Dentists advise that regular dental care, along with daily flossing and brushing is the best way to protect the teeth. Vicco Herbal Toothpaste wants to encourage everyone to follow this good advice. Use Vicco Toothpaste as your dentifrice of choice as part of your regular dental hygiene program.

A Little Goes a Long Way Vicco Toothpaste is concentrated. While most commercial toothpastes are whipped with air, Vicco comes to you in a highly concentrated form. You use only a little bit, giving you more brushes per tube than other commercial products. The result is you save money while you clean your teeth.

Comionate Beauty Vicco contains no animal ingredients and is not tested on animals. It is a "cruelty free" product in the truest sense of the word. Vicco does not have to harm animals to provide high quality benefits because the herbal ingredients of Vicco have been time tested and safely applied for thousands of years.

Vicco Toothpaste Will Make You Smile Preserving the health of your mouth preserves the beauty of your smile. Following the program of dental hygiene recommended by dentists and consistently

using Vicco as your toothpaste of choice will help maintain the radiance of your smile. When you experience the fresh, clean action of Vicco in your mouth you will feel like smiling! When you see the savings you experience with concentrated Vicco Toothpaste, you will smile even more. And knowing that Vicco is manufactured under the strictest conditions of purity, using good manufacturing procedures, you will be able to maintain that smile!

Where to Buy Vicco at Retail Vicco products are available at most major natural products stores and online retailers such as amazon.com or internatural.com. If you shop at a store that does not carry the item you are seeking, please ask them to carry it as it is available from their distributors in most cases. If you cannot find Vicco locally, you are welcome to purchase through our online store.

Where to Buy Vicco at Wholesale Distributor inquiries are welcome. Please us directly to locate a distributor in your area. Distributors include: UNFI, Mountain Peoples, Threshold, Lotus Light, Frontier, Tree of Life, Nature’s Best and others. Vicco Vajradanti Ayurvedic Toothpaste is the original Ayurvedic toothpaste from India. Vicco cares for your mouth - effective, active, totally natural. Vicco cleans your teeth, refreshes your breath, and stimulates your gums.Every tube of Vicco contains 20 pure herbal extracts, long established by Ayurvedic herbal tradition to be good for teeth,

mouth and gums. Ayurvedic practice, centuries old, actively involves those elements in nature that are most beneficial for your body. Vicco toothpaste is made from herbs, barks, roots and flowers... no artificial ingredients or refined sweeteners, no harsh abrasives or flouride... just the best ingredients for dental care. Vicco's concentrated formula lasts longer and tastes great. Vicco is a worldwide favorite, and has been for decades.Vicco uses only the purest herbs and ingredients. The sodium lauryl sulphate comes from Indian coconut oil;

Ingredients Purified Chalk, Water, Sorbitol, Sodium Lauryl Sulphate, Gum Tragacanth. Extracts of Indian Licorice root, Indian Almond, Common Jujube, Currant, Sarsaparilla, Cinnamon, Sappan Wood, Persian Walnut, Rose Apple, Medlar, Barleria Prinoitis, Prickly Ash, Asian Holly Oak, Bedda Nut, Bengal Madder, Bishop's Weed, Catechu, Mayweed.

Neem Active Toothpaste A toothpaste brand that merges the traditional benefits of Neem with the technical expertise of Henkel, to give our consumers an excellent product for complete Oral hygiene.Neem has been used by generations over the years for protection of teeth against bacteria. Neem is widely acknowledged as a natural anti-bacterial agent.

Product Benefits For 4000 years, the goodness of neem has been used to safeguard dental health. Neem

twigs used as "toothbrushes" are effective in preventing periodontal disease. Neem is excellent in protecting from, and healing, gum inflammation. The powerful astringent and antibacterial properties of neem are available in "Neem Active Toothpaste, helping it to fight tooth decay, removes dental plaque, tighten gums, making them resistant to inflammation and bleeding. Thus, ensuring that smiles never fade.

IngredientsInclude Calcium Carbonate, Purified Water, Dicalcium Phosphate, Glycerin, Sodium Lauryl Sulphate, Seamint, Neem Extract, Carrageenan, Sodium Saccharine, Sodium Benzoate, CI 19140, CI 42090, Tea Tree Oil. Neem extract from the bark of Neem tree, with its components like Azadiractin, Nimbin, Nimbinin and Nimbidin, having proven antibacterial and germicidal properties. A unique compound containing Mouth Freshener (Menthol, Peppermint), Antibacterial (Spearmint), Natural Antiseptics (Clove oil), Natural Antipyretics (Ajwan oil), Astringents and Pain Killers (Methyl salysalate) Natural Fragrances (Sandalwood oil). Neem Active is 100% Vegetarian.

Amar toothpaste Company History - Amar Remedies Ltd.

Amar Remedies Limited is a profit making Company having business of manufacturing and marketing of toothpastes, toothpowders, balm and pain relief ointment.Our Company was originally incorporated as a private limited company under the provisions of the Companies Act on April 18, 1984 as "Swami Aushadhalaya Private Limited" and subsequently the name of our Company was changed to "Amar Remedies Private Limited" on September 5, 1995 and subsequently to "Amar Remedies Limited" on September

6,

1995.

Incorporation Amar Remedies Limited is a profit making Company having business of manufacturing and marketing of toothpastes, toothpowders, balm and pain relief ointment.Our Company was originally incorporated as a private limited company under the provisions of the Companies Act on April 18, 1984 as "Swami Aushadhalaya Private Limited" and subsequently the name of our Company was changed to "Amar Remedies Private

Limited" on September 5, 1995 and subsequently to "Amar Remedies Limited" on September

6,

1995.

OUR HISTORY 1984-89 The objective to start our Company was to research extensively in ayurveda. We started researching for ayurvedic medicines not available in the markets and for cure of extreme diseases. For the first 5 years, we focused mainly on R&D. In the process, Mr. P Shah set up the first manufacturing facility at Surat. The first breakthrough for our Company was in research of oral care products. During this period, we constantly tried out various methods of manufacturing of oral care range of products. We were successful in launching our first product in the year 1989. The product was toothpowder under the brand name `AMAR'. It was the first product launched by our Company and therefore a lot of marketing planning was to be done. The product proved its efficacy but could not create volumes in sales as toothpowder over all was a slow market and most of the new generations were opting for toothpaste. At the same time the product was not very price competitive as it was made with the finest herbs and had medicinal value. Therefore the sales could not bring in the desired volumes and our Company started looking out for possibility of developing the same formulation in toothpaste. There were lots of problems in trying to stabilize the formulation of the toothpaste as various herbs had to be put in

and at the same time it had to be manufactured without using any ingredients derived from

animals.

1989-94 We continued our focused R&D on toothpaste and developed effective ayurvedic vegetarian toothpaste under the brand name `AMAR'. In those days, toothpaste manufacturers were using gelatine as one of their ingredients because of which the toothpaste was non-vegetarian. Our toothpaste was successful in developing a formulation, which was gelatine free. This was a breakthrough and hence AMAR toothpaste was launched in the markets of Gujarat for the first time in 1991. This was just test marketing, as we were new in selling toothpaste and needed to study consumer behaviour. It took us almost 2 years to study and to conclude targets for launching toothpaste in various areas of India. Therefore after making the necessary changes, we launched extensively in the western markets of India, i.e. Maharashtra, Gujarat and Madhya Pradesh in the year 1994 and set ourselves ambitious sales targets for toothpastes under

various

brands.

1994-99 In the year 1995 Mr. Sagar P Shah ed our management. He was to focus on marketing, as effective marketing strategy was required to have nation wide presence and build the corporate image parallely to regular focus on R&D. During the year 1998 we decided to have brand extension and launched AMAR regular and named the earlier toothpaste as `AMAR Strong'. Making variation in addition of active ingredients made them different from each other. This was done keeping in mind the competition and to

give new consumers an option. Doing this we expected more volumes, which were achieved in due course. At the same time we were very successful in our R&D in ayurvedic medicines. We had finalized the formulation for 24 different products, which would cover cosmetics and health care. This gave the company a chance to diversify into ayurvedic medicines, which had started picking momentum in the domestic markets and the

foreign

markets

as

alternative

treatment.

1999-2004 During this period, we transformed our family run business into a professionally managed company. We also explored the possibility of exporting our toothpastes. The first sale to intermediate trader was made in November 2001. We received encouraging response and therefore decided to set up another factory in Daman. In the year 2001, we finished our final work at our newly made Daman plant and inaugurated in June 2001. The reason for setting another manufacturing unit in Daman was the tax benefits offered by the government, which gave it an edge in marketing. Further, Daman had better infrastructure available at that point of time, in of Power supply, water, transportation and labour. In exports it benefited us as Daman is closer to the Port from where most of the shipments were made. This reduced the freight cost for the exporters also. We achieved success in selling to traders in African countries like, Nigeria, Ghana, Sudan, and Tanzania and also in countries like Dubai & Panama and as a result volumes doubled. During this period only, we decided to shift our existing operations of Surat to Daman keeping in view the advantages available in Daman. We increased our capacities in the meantime and started producing more varieties of toothpastes for different

segments. We were successful in developing various brands of toothpaste and by the end of this period we were manufacturing more than 29 different brands including its variants. This was very significant as it put the turnover of the company to more than double compared to previous years. The company also got a major exposure of foreign markets

and

learnt

the

selling

&

distribution

methods

of

each

market.

During this time, we also manufactured and launched Pain Balm and Get-Up but we got more & more occupied in selling toothpaste which was giving us immediate response and therefore in Daman we could not focus on any other products then toothpaste. All these facilities were set up and expanded from our own internal accruals. Recently, we have expanded our capacities of toothpaste to more than 35% of the current capacity to cater the ever-growing market demand. We had not taken any term loan facilities from any banks

or

financial

institutions

during

the

last

20

years

period.

2007 -Amar Remedies Ltd has appointed Mr. Yusuf Iqbal Yusuf as an additional director of the

Company

w.e.f.

August

30,

2007.

2010 - Amar Remedies Ltd has appointed Mrs. Preeti Balwantrai Desai and Mr. Jyotirmay Prakash Varma as an Additional Director of the Company w.e.f. June 22, 2010

Amar toothpaste Amar Remedies, a pioneer in Ayurvedic and Healthcare products today announced the launch of their first ever clove gel based toothpaste. The toothpaste offers the benefit of clove in a non-fluoridated gel based solution thereby ensuring a longer lasting freshness, healthier teeth and at the same time free from fluoride which is safer for children to use. Available in 3 SKUs – 150g, 80g and 40g, Amar Clove Gel is available at all retail outlets across the country. As a launch offer, Amar Remedies is offering free original Disney movie DVD worth Rs. 399 with every 150 gm pack of Amar clove gel tooth paste which is priced at Rs.50 only. These movie DVDs are collectables and include titles like Jungle Book, High School Musical 3, The Incredibles, Up, Mickey’s big Splash, Hannah Montana, Toy Story 2, Cars and Bolt. The introductory offer is for a limited period and gives customers the opportunity to collect all the 9 Disney DVDs. But that’s not all; consumers can participate in a contest wherein they submit the DVD covers of all nine Disney movies through a simple form available on the Amar

Remedies website. Submission of the covers of all 9 DVDs will entitle the consumer to an assured Disney Merchandise and stand a chance to win an all expense trip to Disneyland Hong Kong. All Amar toothpastes are non-fluoridated, contain no bone powder and have been PETA certified as the Best Vegan Toothpaste, and are also ISO certified. Amar Remedies has also been awarded the International Star for Quality Award. Speaking on the occasion Sagar Shah, Managing Director, Amar Remedies, “We are extremely proud to launch our first ever clove gel based tooth paste. Amar Clove Gel is backed by some extensive market research to cater to the need our target audiences. Unlike regular gel toothpastes in the market, Amar Clove Gel offers consumer the benefit of clove that results in longer lasting freshness and stronger teeth.” Further speaking on the occasion Shah informed that Amar Remedies have come out with a unique introductory offer wherein children get the opportunity to collect some of their favorite Disney movies on DVD and can even win a trip to Disneyland.

Amar Remedies launches Amar Clove Gel Toothpaste “Mazbooti Ki Bina Taazgi Ka Kya Fayda” Amar Remedies, a pioneer in Ayurvedic and Healthcare products today announced the launch of their first ever clove gel based toothpaste. The toothpaste offers the benefit of clove in a non-fluoridated gel based solution thereby ensuring a longer lasting freshness, healthier teeth and at the same time free from fluoride which is safer for children to use.

All Amar toothpastes are non-fluoridated, contain no bone powder and have been PETA certified as the Best Vegan Toothpaste, and are also ISO certified. Amar Remedies has also been awarded the International Star for Quality Award. Amar Clove Gel is backed by some extensive market research to cater to the need our target audiences. Unlike regular gel toothpastes in the market, Amar Clove Gel offers consumer the benefit of clove that results in longer lasting freshness and stronger teeth. The TVC highlighting the USP “Mazbooti Ki Bina Taazgi Ka Kya Fayda”---- This distinct selling proposition for Amar Clove Gel toothpaste TVC hits the message home; setting itself apart from other gel toothpastes available in the marketplace. The creators of the ment have subtly emphasized on the offering of the product for strong and healthier teeth as its brand values rather than just another gel toothpaste that offers freshness. Creative Partners M&C Saatchi have effectively managed to add humor and at the same time getting the brand message through its proposition – “Taazgi Bhi Mazbooti Bhi’ in the TVC. At the same time, Corcoise Films and the director Binay Pradhan ensured that the film has an aspirational look The TVC has a funny twist that sticks on in the consumers mind. The brief to the agency was to emphasize on the healthy & strong aspect along with freshness vis-à-vis those toothpastes that offered only Freshness. Targeted at the discerning younger audience – it reinforces the message that the product contains clove oil; which not just offers fresh breath but also the promise of stronger teeth.

The TVC: Amar Clove Gel: Not just for fresh breath but for stronger teeth too The TVC highlighting the USP “Mazbooti Ki Bina Taazgi Ka Kya Fayda”---This distinct selling proposition for Amar Clove Gel toothpaste TVC hits the message home; setting itself apart from other gel toothpastes available in the marketplace. The creators of the ment have subtly emphasized on the offering of the product for strong and healthier teeth as its brand values rather than just another gel toothpaste that offers freshness. Creative Partners M&C Saatchi have effectively managed to add humor and at the same time getting the brand message through its proposition – “Taazgi Bhi Mazbooti Bhi’ in the TVC. At the same time, Corcoise Films and the director Binay Pradhan ensured that the film has an aspirational look The TVC has a funny twist that sticks on in the consumers mind. The brief to the agency was to emphasize on the healthy & strong aspect along with freshness vis-à-vis those toothpastes that offered only Freshness. Targeted at the discerning younger audience – it reinforces the message that the product contains clove oil; which not just offers fresh breath but also the promise of stronger teeth.

Amar : Indias Complete Protection Toothpaste Amar is the first ayurvedic toothpaste in India with an exotic mix of 14 natural herbs to give you oral hygiene of par excellence. It is an quality toothpaste providing complete protection against each and every problem concerning tooth care. It is 100% vegetarian (without bone Powder-Phosphate and Gelatin). Amar Toothpaste is the mixture of effective & selective natural herbs like Vajradanti, Aritha, Bheda, Babool, Harde, Thomar, Godavaj, Sindhav, Kalamari, Phatakadi, Jethimadh, Mayuphal, Long Peper and Samudraphal. Extremely gentle on teeth and gums, spreads easily and evenly into your mouth. Cinnamon flavour keeps intact the freshness for a long time. Amar adds life to your teeth.

Dabur Dabur India Limited is India's leading FMCG company with interests in health care, personal care and foods. Dabur has a history of more than 100 years and the company has carved a niche for it self in the field of Ayurvedic medicines. The products of Dabur are marketed in more than 50 countries worldwide. The company has 2 major strategic business units (SBU) - Consumer Care Division (CCD) & Consumer Health Division (CHD), and 3 Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur International. Dabur International has 3 step down subsidiaries - Asian Consumer Care in Bangladesh,

African

Consumer

Care

in

Nigeria

and

Dabur

Egypt.

The origin of Dabur can be traced back to 1884 when Dr. S.K. Burman started a health care products manufacturing facility in a small Calcutta pharmacy. In 1896, as a result of growing popularity of Dabur products, Dr. Burman set up a manufacturing plant for mass production of formulations. In early 1900s, Dabur entered the specialized area of nature based Ayurvedic medicines. In 1919, Dabur established research laboratories to develop scientific processes and quality checks. In 1936, Dabur became a full-fledged company with the name Dabur India (Dr. S.K. Burman) Pvt Ltd. Dabur shifted its operations to

Delhi in 1972. Dabur became a Public Limited Company in 1986 and Dabur India Limited came into existence after reverse merger with Vidogum Limited. In 1992, Dabur entered into a t venture with Agrolimen of Spain to manufacture and market confectionary items in India. In 1994, Dabur raised its first IPO. In 1998, day to day running of the company was handed over to professionals. In 2000, Dabur achieved a turnover of Rs 1000 crores. In 2005, Dabur acquired Balsara. Dabur crossed $ 2 billion market cap in 2006. Dabur Red Toothpaste’s growth has also helped the company emerge as the fastest growing toothpaste company in India during 2009-10, with a near 20 per cent growth as against an industry average of under 6 per cent. In comparison, ColgatePalmolive (the largest player in the segment) reported 8.7 per cent growth while the No. 2 player Hindustan Unilever saw its toothpaste sales decline by 4.2 per cent, according to AC Nielsen data. Dabur Red Toothpaste alone s for over 4 per cent of the toothpaste market share while Dabur, as a company, controls nearly 14 per cent of the toothpaste market. The toothpaste was introduced as the paste format of Dabur’s highly popular Dabur Lal Dantmanjan in order to capture those consumers who had upgraded from a toothpowder to toothpaste. The brand’s claim that that the toothpaste is packed with the power of 13 ayurvedic ingredients like laung, pudina and sunthi to offer problem-free teeth has obviously found many takers, as it reported a 17.4 per cent growth during the 2009-10 fiscal.

With this, Dabur now has a portfolio that boasts of ten Rs 100 crore brands -Dabur Chyawanprash, Real, Vatika, Dabur Amla, Dabur Glucose, Dabur Honey, Lal Dant Manjan and Babool. Dabur, say company officials, operates in the toothpaste market with a highly differentiated product portfolio that includes Dabur Red Toothpaste, Babool and Meswak. “While Red Toothpaste offers the benefits of ayurveda that are validated by science, Babool and Meswak offer the benefits of natural herbs for oral care. The efficacy of our products is proven by the growing number of consumers,” says Nobel Dhingra, Brand Head - Dabur Red Toothpaste. The success has come through a lot of hard work – education of consumers being one of the main drivers. Key marketing initiatives like school programmes under which Dabur reached out to 1.5 million students annually to educate them about oral hygiene have helped in conversions and in increasing market share. Ayurvedic toothpaste was not something that Dabur was the first to create. There are age-old brands like Baidyanath Red Tooth Paste, Vicco Toothpaste and Amrutanjan, but what tilted the scale in Dabur’s favour is the company’s herbal heritage. Harminder Sahni, Managing Director, Wazir Advisors, says, “Earlier such products were popular among rural consumers, now even urban consumers are picking these up” Dhingra agrees, “We are increasingly seeing a shift in consumer preference towards natural and ayurvedic products that are offered in contemporary, ready-to-use

formats.” It’s no surprise therefore that the brand sells primarily in urban areas of West Bengal, Andhra Pradesh, Maharashtra and Uttar Pradesh.

Dabur Red Toothpaste Dabur Red Toothpaste is packed with the power of 13 active Ayurvedic ingredients like Laung Pudina & Tomar, that keep all your dental problems away. It is the first-ever toothpaste which keeps all your dental problems away, thereby providing you strong teeth. Its superior formulation that has been scientifically validated has made Dabur Red Toothpaste the prefered oral care brand for millions of Indians. No wonder that Dabur Red Toothpaste has become a Rs 100 crore brand within just five years of its birth.Dabur Red Toothpaste is available in 4 SKUs: 200gm, 100gm, 50gm and 20gm.

Ingredients •

Laung: Helps prevent toothache

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Pudina: Helps prevent bad breath

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Tomar: Kills harmful germs

Brand David has won the creative mandate for Dabur Red Toothpaste and Dabur Lal Dant Manjan. Bates 141 was the incumbent agency on the business. The size of the

is pegged at around Rs 15 crore. The other agency in fray for the business was Mudra.Commenting on the win, Vandana Das, Branch Head, Brand David, said, “We are looking forward to working with the client in this challenging category. We are excited to partner them and we believe that we will take the brand to greater heights

Meswak Meswak is a scientifically formulated herbal toothpaste with pure extract of the Miswak plant 'Salvadore Persica', the famous 'Toothbrush Tree' used for centuries. The astringent and anti-bacterial properties of Meswak help reduce tooth decay, fight plaque and prevent gum diseases.Miswak Herb is a rare, potent, priceless, wonder herb that delivers incredible Oral Care benefits. Dabur brings this wonder herb in the form of Incredible 'Meswak' toothpaste. It is scientifically proven to reduce tarter & plaque, fights germs & bacteria to keep gum healthy, helps prevent tooth decay, eliminates bad breath and ensure strong teeth. In short, Meswak provides Incredible Oral Care. No wonder, Meswak is today the largest toothpaste brand in the country.Meswak Toothpaste is scientifically formulated from pure extract of the Miswak plant, 'Salvadore Persica' - the famous 'Toothbrush Tree' used for centuries. The astringent and bactericidal properties of Miswak help reduce tooth decay, fight plaque and prevent gum disease. A rare woody stemmed herb, Miswak grows slowly amidst barren sand dunes of Africa and South Asia in arid conditions, resisting the brutal forces of

extreme

heat

and

cold

temperatures.

This incredible herb imbibes the finest and potent gifts from nature Used Traditionally for centuries for oral care. Even a small amount of Miswak is capable of providing

Complete Oral Care for You. The Miswak herb contained in this toothpaste is scientifically proven to help reduce tarter and plaque, fight germs and bacteria to keep gums healthy, helps to prevent tooth decay, eliminate bad breath and ensure strong teeth, to provide incredible Oral Care for You..The Miswak herb (Salvadora persica) is a small woody shrub with a crooked trunk, seldom more than one foot in diameter. It has a pleasant fragrance, as well as a warm and pungent taste. Salvadora persica is a popular chewing and teeth cleaning stick used for centuries throughout the middle east and asia area.A 2003 scientific study comparing the use of Miswak with ordinary toothbrushes concluded that the results clearly were in favor of the s who had been using the Miswak, provided they had been given proper instruction in how to brush using it. The World Health Organization recommended the use of the Miswak in 1986 and in 2000.

Anchor toothpaste Two years after its last campaign, Anchor Toothpaste rolls out a new one, with the tagline 'Daant fit toh life fit' at its core. The campaign will serve to up Anchor's imagery and establish the brand in the 'life' spaceAfter its campaign a couple of years ago, which strategically established the brand as the 100 percent vegetarian toothpaste, Anchor now rolls out a new ad campaign with a slightly different agenda.The campaign provides consumers with a relatable benefit, namely the proposition that one's life is a whole lot more convenient and enjoyable, if one's teeth are taken care of. The tagline for the campaign is 'Daant fit toh life fit'. Evidently, it emphasises the benefits of having good teeth in the context of one's overall life.he brand's last campaign had featured a TVC, wherein the then brand ambassador, actor Kajol, was seen persuading mothers to switch to Anchor for the benefit of their children. When quizzed about whether there has been an upward shift in the age of the TG, Sashi Nair, president, Anchor Health and Beauty Care answers, "Our TG has never been children alone. Toothpaste as a product is bought for the family; so our TG remains 'the family'."He adds that the current campaign is an effort to position the brand in a manner that keeps up with the

times, and simultaneously, brings some excitement into the toothpaste category.The creative duties for the campaign are with Ogilvy India. The brief involved giving the brand some much-needed contemporary imagery. The campaign has tapped into relatable life situations, in order to communicate the brand's message that life as a whole would be better if one's teeth are fit.The recently released TVC begins with the visual of an enthusiastic, young, newlywed woman, making a messy, albeit genuine attempt at baking a cake for her husband. Just as she winds up the exercise, her husband comes home. The cake turns out to be rock-hard, but before she can warn her husband about it, he has already taken the first bite. Surprisingly, he bites into it with ease and gives her an appreciative nod for her efforts.The film, which uses exaggeration as a storytelling tactic, has been directed by Prasoon Pandey."The imagery used in the TVC is modern and has a Bollywood feel to it. It thus does not alienate anyone. The city-slicker will buy into it, as will the small-town consumer," explains Abhijit Avasthi, national creative director, Ogilvy India.He goes on to explain that while other toothpaste brands have defined themselves in their own distinct spaces -- Colgate with a doctor in its ad films, Pepsodent by its 'germ-killing', and Close Up stressing on fresh breath that facilitates intimacy -- Anchor is looking for a positioning that goes beyond 'strong teeth'."The brand wants to establish itself in the 'life' space, and convey that life is happier when one has good teeth," says Avasthi.While this TVC draws on the dimension of strength, leading to the end benefit of a happy life; the other elements of this campaign draw on more

such aspects with the same end benefit.The media mix for the campaign includes television, outdoor, radio and mall activations.

Campaign fit hai? Sagar Mahabaleshwarkar, national creative director, Bates141 expresses, "The TVC is entertaining, funny and interesting in this category. It's a story well-told and wellexecuted as well. I can narrate it frame to frame after having viewed it just once -- this shows that it has left an impact. It is a tad over the top, but that is necessary to make its point."He adds that the audio in the TVC is part of a new trend of remixing old Hindi film songs in modern-day commercials, and that it tends to work vey well. Santosh Padhi, chief creative officer and co-founder, TapRoot India, asserts, "Besides the proposition of 'strong teeth', one that every second player claims, these guys have got other things bang on, for which they will be ed. I'm glad they are not thinking consumers are stupid; they haven't dumped another demo film -- also something one finds in almost every second category, be it detergent, utensils, floor, paint or dental care."He adds that the new imagery makes the brand look younger, louder and more eyecatching than its earlier work.