GSK Takes Toothpaste Green at Walmart

GlaxoSmithKline subsidiary Alacer Corp. recently launched an eco-conscious oral care brand exclusively at Walmart ahead of April's designation as Earth Month.Natean rolled out to Walmart.com and the mass merchant's stores in March, and comprises four mint-flavored toothpastes: a fluoride-free charcoal version, whitening varieties with or without fluoride, and a version for sensitive teeth and cavity protection. Priced at $7.98 each, the SKUs are packaged in BPA-free tubes that contain recycled plastic. All Natean toothpastes also are vegan and free from artificial sweeteners, flavors and dyes, instead touting a unique formula of scientifically studied ingredients balanced with natural botanicals, such as orange blossom, mint, aloe and coconut. On its website, Walmart included the brand in an "Earth Day" shopIn stores, the SKUs were spotted on a custom endcap display alongside sibling brands Sensodyne — whose lineup included a new Nourish brand extension promising gentle soothing — and Paradontax. The display detailed product ingredients under a "science meets nature" message and depicted a QR code linking to a brand showcase within Walmart.com that provided further detail on product benefits and brand positioning. Sensodyne and Paradontix also employed a QR code on their portion of the endcap display, linking to a quiz within Walmart.com that suggests an appropriate product based on specified oral care symptoms (the latest iteration of GSK's Oral Advisor). While both QR codes served up useful education at the shelf that could help close the sale, their location at the very bottom of the endcap display likely deterred shoppers who did not want to perform a full squat in the middle of Action Alley from ever scanning the codes. Shoppers were also able to try the brand for free through an Ibotta rebate valid through May 20. A brand website and Google search ads along with Twitter, Facebook and Instagram updates from Natean promoting product benefits supported.“In identifying what people are looking for, it became evident that consumers want a toothpaste that provides desirable oral care benefits, is enjoyable to use, and is earth friendly,” Jason Milligan, GSK Consumer Healthcare vice president, said in a media release announcing the launch. “The Natean brand delivers on these needs with products that are made with people and the planet in mind.”Natean joins a slew of exclusive personal care brands that recently launched at Walmart, including Unilever's Beautiful Hair and Scalp and Madam C.J. Walker.

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