Aquafresh Launches First Celebrity-Endorsed Toothpaste Targeting Children
This article was originally published in The Rose Sheet
Executive Summary
Mary-Kate and Ashley Aquafresh toothpaste, launching in September, will capitalize on the Olsen twins' popularity to attract children to the brand, GlaxoSmithKline announced Aug. 20
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Mary-Kate and Ashley Aquafresh toothpaste, launching in September, will capitalize on the Olsen twins' popularity to attract children to the brand, GlaxoSmithKline announced Aug. 20. "Mary-Kate and Ashley are tremendously popular icons for kids," GSK noted. "Our co-branding with them is a great opportunity to break new ground in this kids toothpaste market and build on the great success of the Mary-Kate and Ashley brand." The product is expected to generate $3.5 mil. in sales within a year of its launch. The toothpaste marks the first time Mary-Kate and Ashley products will be sold outside Wal-Mart stores, which carry the twins' beauty, hair care and clothing lines in association with Dualstar Consumer Products, the company said. The toothpaste will be available in all mass-market stores that carry Aquafresh products, according to GSK. The tube will feature the slogan "It's how you smile," similar to the "It's how you look" tagline that accompanies displays for Olsen twins beauty products. The toothpaste will carry the Mary-Kate and Ashley brand logo, in addition to the Aquafresh symbol. The tube features a photo of the Olsen twins at age 13, in an effort to draw younger customers. Dualstar notes this is the first time a children's toothpaste has been co-branded with live personalities, rather than animated or fictional characters. The 4.6 oz. pump will be available in "Bubble Cool" flavor and has an average retail price of $2.77. Mary-Kate and Ashley cosmetics, hair care products and hair appliances, which are targeted to tweens and teens, debuted at Wal-Mart stores nationwide in 2002 (1 (Also see "Olsen Twins Cosmetics For Tweens, Teens Debut At Wal-Mart" - HBW Insight, 1 Apr, 2002.), p. 9). The 165-SKU cosmetics collection comprises 19 categories including lip color, lip gloss, eyeshadow, nail lacquer, shimmering powder, roll-on lotion and scented glitter spray. Hair products include hydrating shampoo, deep cleansing shampoo, replenishing conditioner, detangler and sculpting texturizer. GSK markets a range of products under the Aquafresh brand. The company most recently introduced Extreme Clean toothpaste. |