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Multi-dimensional branding: Paste emphasizes attributes, store environment

Recognizing the need for a novel approach to introduce yet another product in the whitening segment, a Manhattan-based cosmetic dentist focused on brand name, package color, and the right distribution channel.

Pw 8973 Starbrite Toothpaste

Tooth whiteners is a $294 million industry unto itself in the United States, according to Euromonitor International. Recognizing the need for a novel approach to introduce yet another product in the whitening segment, Dr. Debra Glassman, a Manhattan-based cosmetic dentist, focused on brand name, package color, and the right distribution channel.

 

Glassman developed an advanced-whitening toothpaste and worked with MoxieTM (www.moxietm.com) to develop a brand identity that emphasizes the paste’s cosmetic benefits with a bit of “star power” and channel-specific packaging.

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Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
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Conveying Innovations Report