magazines, touting the latest cosmetic treatments, have sent droves of consumers looking for affordable alternatives to the personal care aisle. In skin care, players continue to launch products with innovative advancements in technology and new ingredients. Brands leading the charge include L'Oreal Dermo-Expertise, Procter & Gamble's Olay and Vita-K Solution by Woodridge Labs. Olay Regenerist is an antiaging skin care line that markets itself as a chemical peel alternative. Regenerist relies on a special pentapeptide formula combined with vitamins to regenerate the skin's appearance. In several chains, Olay Regenerist testers protrude from the skin care shelves and allow shoppers to sample the lotion. Seo India |

Woodridge Labs has built a viable skin care business in the mass channel through its premium-priced Vita-K Solution brand that offers women solutions to beauty problems once solved only in the doctor's office. Oral care is another mass category that will continue to grow. Procter & Gamble, one of leaders in the category with its Crest brand, projects that retailers could grow the category 15% annually for the next two years. "While more than 50% of households are interested and willing to purchase a whitening product, only 21% have actually tried. The same statistic holds true for power toothbrushes - 60% are interested in a power toothbrush but only 18% have tried, "according to P & G. 

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