The beauty industry is primed to expand further into oral care as part of a wide-ranging wellness revamp of the industry, which has already transformed and even premiumized the antipers­pirant/​deodorant category, ingestibles and other sectors. Here, author Steve Pringle, Ph.​D., offers a view of where the oral care sector is headed next.

Guess what? The world around us has changed dramatically over the last 12 months—or has it? In a lot of personal care categories we have seen a shift in consumer priorities. For some categories, and in some regions, cost has become a higher priority with the consumer. However, in others there is greater focus on added function­ality, driven by a greater need for personal at-home care.

Then we look at the world of oral care, where product functionality has been at the core of the value proposition to consumers for some time. From a distance it looks like not much has changed in the category, but closer examination reveals a different story.

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Published by Global Cosmetic Industry, December 30, 2020