GlaxoSmithKline to launch new Aquafresh mouthwash

GlaxoSmithKline is to release a new consumer dental product under its Aquafresh label, which is aimed at a general family demographic.

The new Aquafresh Extra Care product will be launched in three flavour variants and is designed to be suitable for uses of a variety of ages, including children above the age of six, reports Marketing Week.

It incorporates an active strengthening mineral to help build the enamel in teeth and is intended by GlaxoSmithKline to attract new users to the mouthwash category.

In order to support the release of Aquafresh Extra Care, the company will launch a 2.1 million pound promotional media campaign, which will remain ongoing throughout 2010.

GlaxoSmithKline is also planning to relaunch its established Aquafresh Extreme Clean Purifying Mouthwash product in a new alcohol-free formulation.

In addition to Aquafresh, GlaxoSmithKline’s consumer healthcare division operates a number of prominent oral care brands, such as Sensodyne and Macleans.