A new idea in fresh breath and oral care is being launched by Colgate-Palmolive. New Wisp is a portable toothbrush with built-in toothpaste that promises a just-brushed, clean feeling, especially on-the-go.
Colgate has unveiled several new developments in toothpaste and toothbrushes recently and now is combining the two: The company thinks Wisp, which debuted on April 6, could make a nifty cleanup in the toothcare market Thought it's not the first disposable brush on the market, it's great for traveling, at-office use, camping and a lot more. Several years in development in close partnership with Swiss manufacturer Trisa, the patented, disposable mini-toothbrush has a sugar-free, “breath-freshening bead” in its bristles. The bead dissolves during brushing, eliminating the need for toothpaste. People who have used the product say there's no need to rinse, making it easy to brush at work or on the go.
Blister-packed in a clear, hinged peelable pack containing four brushes for $2.39, and a multipack of 16 brushes overcartoned and retail priced for $7.99, Wisp is available in different flavors, including peppermint, cinnamint and spearmint. It's part of Colgate's push to boost innovation and improve its product line. The goal: a series of novel personal-care and household items that could expand its customer base in mature markets. No water or rinsing is necessary. Use the mini brush head on teeth surfaces, then flip it and use the soft pick between teeth.
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