Whaat? White charcoal?

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Whaat? White charcoal?

Charcoal, known for its natural detoxification properties, has become a trendy new ingredient for toothpaste and other personal care products. But charcoal’s black colour remains a major turn-off for many consumers, says GlobalData a leading data and analytics company. 

To overcome this barrier, DR Ginger's DRx, a brand of US-based EWC & Associates, has recently launched a coconut- and mint-flavoured coconut oil toothpaste containing white rather than black charcoal. The product is said to deliver all of the traditional health benefits of charcoal minus the black colour. The company claims that white charcoal produces a ‘less messy, nearly white paste’ that delivers a deep clean.  

According to GlobalData’s Q1 2017 global consumer survey, close to three-fifths (57%) of Americans say they think that coconut oil is effective for a beauty or grooming product versus just 27% for charcoal. The latter is much more popular with consumers in Asia, with 39% of consumers in South Korea and India believing that charcoal is effective.  

Tom Vierhile, innovation insights director for GlobalData, commented: "American consumers are bullish on the use of coconut oil in beauty and grooming products, but are somewhat less enthusiastic about charcoal. The presence of white charcoal could improve these numbers, removing barriers to use and encouraging more Americans to give charcoal-based toothpaste a try.’’ 

Charcoal has made major inroads into personal care in recent years, popping up in everything from deodorant and bar soap to toothpaste. 

Vierhile adds: ‘‘While it may be normal for consumers in some parts of the world to brush their teeth with black toothpaste, this can be a jarring experience for the uninitiated. Dr Ginger's new coconut oil toothpaste with white charcoal should make the transition to charcoal toothpaste much more seamless as it removes a primary objection – the black colour of charcoal."

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