DEODORANT; SHAMPOO; TOOTHPASTE; ORAL ANTISEPTICS/ RINSES; SHAVING CREAM (CHARTS)

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Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

Deodorant

1 2 Secret $175.6 8.5 12.3 11.9

2 1 Mennen 167.6 -3.1 11.7 12.8

3 6 Right Guard 126.8 18.6 8.9 7.9

4 4 Arrid 117.3 3.6 8.2 8.3

5 3 Ban 117.1 0.0 8.2 8.6

6 5 Sure 111.7 0.1 7.8 8.2

7 7 Degree 83.5 17.5 5.8 5.2

8 8 Suave 64.9 2.1 4.5 4.7

9 9 Old Spice 60.4 6.8 4.2 4.2

10 10 Soft & Dri 56.1 5.0 3.9 3.9

Total deodorant 1,431.9 5.5 100.0 100.0

Dollars are in millions for 52 weeks ended Aug. 13, 1994.

Gillette Co.'s Right Guard continues to apply pressure to the two top deodorant brands, Procter & Gamble Co.'s Secret and Mennen Co.'s Mennen; Right Guard bounced from the No. 6 spot to the No. 3 slot. Degree's growth continues to boost Helene Curtis Industries' category share.

Shampoo

1 3 Pantene $171.2 51.1 12.2 8.6

2 1 Pert Plus 147.6 1.1 10.5 11.0

3 2 Head & Shoulders 119.1 1.3 8.5 8.9

4 4 Suave 102.6 2.8 7.3 7.6

5 6 White Rain 54.3 9.6 3.9 3.7

6 9 Neutrogena 54.3 15.1 3.9 3.6

7 5 Salon Selectives 53.5 6.2 3.8 3.8

8 8 Finesse 52.1 9.4 3.7 3.6

9 10 Revlon 42.2 14.0 3.0 2.8

10 7 Vidal Sassoon 40.5 -18.0 2.9 3.7

Total shampoo 1,404.3 6.2 100.0 100.0

Dollars are in millions for 52 weeks ended Aug. 13, 1994.

P&G's Pantene, on the strength of the Pro-V line, has grown into the country's biggest shampoo brand, surpassing its sister Pert Plus in the last year. The main Pert Plus product slipped a bit but was bolstered by new Pert Plus for Kids. That gives P&G the category's top three brands.

Toothpaste

1 1 Crest $430.4 1.8 31.6 33.2

2 2 Colgate 265.5 -6.7 19.5 22.3

3 3 Arm & Hammer 111.5 -8.3 8.2 9.5

4 4 Aqua-Fresh 107.4 1.0 7.9 8.3

5 13 Mentadent 106.5 619.9 7.8 1.2

6 5 Close-Up 55.5 -11.3 4.1 4.9

7 7 Rembrandt 46.1 28.2 3.4 2.8

8 6 Sensodyne 45.5 1.6 3.3 3.5

9 8 Ultra Brite 28.7 3.1 2.1 2.2

10 9 private label 21.9 -3.9 1.6 1.8

Total toothpaste 1,361.1 6.9 100.0 100.0

Dollars are in millions for 52 weeks ended Aug. 13, 1994.

Just when the big toothpaste marketers caught up with the baking soda trend, along came Mentadent. Its peroxide-based formula shook up the category, with the Chesebrough-Pond's brand shooting into the No. 5 slot. Arm & Hammer is trying to re-ignite sales with Peroxicare.

Oral antiseptics/rinses

1 2 Listerine $127.1 -4.9 19.2 20.2

2 1 Scope 123.3 -9.0 18.6 20.5

3 3 private label 111.2 10.7 16.8 15.2

4 4 Listerine Cool Mint 94.6 11.1 14.3 12.9

5 5 Plax 56.7 -6.9 8.6 9.2

6 6 Chloraseptic 27.1 -3.8 4.1 4.2

7 7 Cepacol 14.3 -16.2 2.2 2.6

8 9 Act 14.1 -4.6 2.1 2.2

9 8 Listermint 12.2 -25.3 1.8 2.5

10 10 Viadent 10.5 -8.6 1.6 1.7

Total oral antiseptics/rinses 662.5 0.1 100.0 100.0

Dollars are in millions for 52 weeks ended Aug. 13, 1994.

Listerine Cool Mint was the only one of the top 10 mouthwash brands to show sales growth in the past year, as store brands hit the top labels hard. But Cool Mint growth didn't compensate for drops by Warner-Lambert's other two Listerine products; its corporate share fell to 35.3%.

Shaving cream

1 1 Edge $68.9 11.9 30.4 30.7

2 5 Skintimate 32.7 46.2 14.4 11.2

3 3 Colgate 29.5 9.9 13.0 13.4

4 2 Gillette Foamy 26.3 -6.2 11.6 14.0

5 4 Barbasol 25.4 -5.0 11.2 13.4

6 7 Gillette Series 16.2 102.0 7.1 4.0

7 6 Noxzema 13.6 -4.5 6.0 7.1

8 8 Old Spice 2.7 -6.4 1.2 1.4

9 10 Soft Shave 2.5 34.0 1.1 0.9

10 9 Rise 2.3 3.6 1.0 1.1

Total shaving cream 226.9 13.3 100.0 100.0

Dollars are in millions for 52 weeks ended Aug. 13, 1994. S.C. Johnson's renamed Skintimate (for merly Soft Sense) has competitors in a lather; supported by clever TV advertising from Foote, Cone & Belding, Chicago, it gained more than 3 share points and became the No. 2 shaving cream. Also growing nicely: Gillette Series shaving cream.

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