The first Du-More product was a .4% stannous
fluoride gel. Initially, the FDA classified this
product as a “legend drug” which restricted the
sales and distribution of it through only
dentists. Du-More was very successful in
manufacturing and distributing this gel to
dentists nationwide. Eventually, the FDA removed
the legend requirement and approved the sale of
.4% stannous fluoride gel as an over-the-counter
product. The product’s acceptance in the
over-the-counter markets was limited, causing
Du-More to develop other dental products.
In 1986,
Du-More introduced the original Dr. Du-More’s
dental product line which included handheld
flossers and manual toothbrushes. In a period
when leading nationally branded dental suppliers
and national retailers resisted offering
handheld flossers, the Dr. Du-More’s Flosser was
successfully introduced to the market by an
emerging national retailer, Wal-Mart Stores,
Inc. The consumer was ready for this innovation
as is evidenced by the large variety of handheld
flossers in the present market place and the
reduction of spooled floss now available to the
consumer.
Du-More prides
itself on being sensitive to the needs of the
market, and it made a major innovation in 2007
when it decided to “go green.” Du-More’s market
analysis led it to the belief that retail sales
are increasingly influenced by more Socially
Responsible Consumers. To meet their needs, this
growing group of customers often purchases
something above the opening price point, and
they are true shoppers. The reasons for their
purchases can be many: quality product,
reasonably priced item, made in the USA, void of
artificial decorations designed to raise the
price but not enhance the use or purpose of the
item, among others. They are also aware of
mankind’s need to improve its stewardship of the
environment. They are looking for an opportunity
to help, not further harm, our planet. This
recent market analysis served as the impetuous
for the refashioning of Dr. Du-More’s Dental
Line. Du-More saw an opportunity to produce
innovative products that appeal to the Socially
Responsible Consumer and retailer, and it
developed dental items – toothbrushes, flossers
and toothpicks – which have almost no
environmental impact after they are discarded.
Dr. Du-More’s
dental products are made of a plastic that
biodegrades to nothing more then CO2, water and
humus, without leaving fragments of
petro-polymers in the soil. Once discarded,
traditional toothbrushes, flossers and plastic
toothpicks remain in landfills indefinitely. Not
only is this poor stewardship of our
environment, but it’s a poor use of the
technologies and raw ingredients that are now
available to us.
Bottom line,
Du-More’s position is that the Socially
Responsible Customer and retailer, when given
the opportunity to purchase a quality product
made in the USA at a reasonable price point,
that is biodegradable and without artificial
decorations used to inflate the price, will make
the transition to a new dental product line.
Much like the transition that changed the market
mix from spooled floss to handheld flossers 20
years ago, Du-More believes that “going green”
is the next great innovation in dental products.
Du-More sees a national need in the dental
category for Dr. Du-More’s “green” dental
product line and it intends to fill it
completely.
