| Product: |
Macleans 40+ Toothpaste |
| Date: |
23/10/03 (473 review reads) |
| Rating: |
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Advantages: It's the best thing since Eucryl
Disadvantages: It's the best thing since Eucryl
In my old age I quite enjoy the pastime of Supermarket browsing. Much as it irritates my wife on occasions I am often game to try a new product. Imagine my intrigue when I came across this novel product in the oral care department the other week that could have been tailored specifically for me.
Macleans have produced a new toothpaste formulation for the mouth of more mature years. Called Macleans 40+ the benefits claimed are as follows:
"New 'age defying' formula specially developed to care for maturing teeth and gums. Its special balance of ingredients will fight bacteria that can lead to gum problems, gently yet effectively clean areas exposed by gum recession and help protect against root decay" (Carton © GSK 2002)
So, you buy the product and what do you get. The paste is in a gold plastic tube, presented in an oversized fancy cut away gold box. The instructions are simple enough: "Use twice daily. Recommended for adult use but supervise children under seven years".
MACLEANS 40+ -v- AQUAFRESH
Although comparative advertising is not regularly seen in this country, it is perfectly acceptable in other societies to go head-to-head with your main competitor when soliciting sales from the general public. I propose to do the same. To date my usual toothpaste has been Aquafresh original (the one in the blue cap pump action dispenser) which is basically a white paste with red and blue stripes.
In use Macleans 40+ has a minty flavour that is not unduly strong. It is a white smooth paste in the mouth with no additional stripes. It gives an initially good 'tongue test' (smooth feel to surface of teeth).
I compared the contents list of both products. These are identical.
Water, Hydrated Silica, Glycerin, Sorbitol, PEG-6, Sodium Lauryl Sulphate, Titanium Dioxide, Aroma and Flavour, Xanthan Gum, Sodium Fluoride (0.306%; 1350 ppm), Tricosan, Saccharin, Carrageenan.
Apart from the anti-microbial content, the active ingredients are also the same: Tricosan 0.3% Aquafresh; percentage not stated Macleans 40+.
Of course Macleans and Aquafresh are both made by GlaxoSmithKlein.
RESEARCH.
In my rather jaundiced scientific frame of mind, I wondered whether there was any other published data that could help me make an objective judgment. I looked up the GSK web site - little help there apart from reiterating the pronouncements from the packaging.
I learned that the fluoride content of toothpaste is controlled by European Union legislation. Over the counter products may not exceed 1500 parts per million (ppm).
Triclosan is an anti-microbial agent (not strictly speaking an antibiotic) which was introduced in 1987. It controls the development of oral bacteria that form plaque on teeth from food debris.
I had a look at the British Dental Association (BDA) website. The BDA has an accreditation scheme for toothpastes which identifies products that have demonstrated safety, quality and efficacy to an independent panel of experts. Neither of these products carries the BDA logo.
I am also aware that Macleans markets a "special formulation" for young children which has a low fluoride content called Milk Teeth toothpaste.
CONCLUSIONS
If this leaves you all with a strange taste in your mouth then you are not alone. How do we judge brands of toothpaste? Are we really comparing like with like? Is there any difference between brands when apparently active and inactive ingredients are the same? Does it matter what type of toothbrush you use? How often you attend a dentist? Or in reality should we be comparing use of this toothpaste with no toothbrush or paste use at all?
Please bear in mind we, the target audience for Macleans 40+, are supposed to be a mature audience. What should be our judgement criteria? Do we use the product twice a
day for a month and then count up how many fewer teeth have dropped out? How many root canal treatments we have avoided? How much less gum irritation is there under our dentures?
My scientific eye has to conclude that this IS just another advertising gimmick. I look forward to the time that GSK does publish proper double blind controlled trials confirming that there is a significant difference (in favour of) in the mouths of geriatrics like me and proves me wrong.
For what its worth, Macleans 40+ is presented in a 75ml tube. Priced at £ 2.49
Tesco currently has a half price offer at £ 1.24
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