According to an article in this weeks Brandweek P&G is launching a new ingredient brand called “Outlast.” P&G claims that “Outlast” will deliver five times longer fresh breath the new brand will be used across the entire portfolio of mouth care products including: Scope, Crest and Oral-B. P&G hopes that this new innovation will breathe some life into a stale category and increase sales, which have been impacted by the growth of Private Brand in the segment.
According to the article:
Outlast works by “binding tightly to select receptors in the mouth.” The result is a “cool, refreshening sensation” that continues long after flossing, brushing or rinsing, the company said. P&G says it’s the biggest innovation for Scope mouthwash in 40 years.
Read the entire article: P&G’s Outlast Aims to Outfox Private Label