High definition white

Thetoothpasteextends the brand into the growing beauty category in oral care, representing 11 per cent of the total oral care category and currently worth £99.8m. From July 12^th the new Aquafresh toothpaste will be available in ‘Tingling Mint’ and ‘Illuminating Mint’.

Andy Mahoney, Aquafresh senior brand manager at GlaxoSmithKline says, “The launch of Aquafresh High Definition White is an exciting step change for the brand and targets a completely new profile. The core audience is a consumer who wants the functional benefits of a healthy oral care regime but also places appearance high up on the agenda when shopping for toothpaste. Aquafresh High DefinitionWhite is perfectly placed to meet these shopper needs by delivering everyday oral care benefits, as well as providing the shopper with a high definition, illuminating smile. Tapping into this new consumer base, Aquafresh High DefinitionWhite is set to unlock incremental sales for retailers and add value to the category by offering something that is new and unique.”