We are producing
effective
toothpastes
Long-time practice is the master of all things (Julius Cesar)
Experience
Doramed approx 1930
Before 2nd war we cooperate with one of the most popular
European toothpaste brand DORAMED advertised as radioactive toothpaste (with active ingredient radium)
Doramad radioactive toothpaste was produced
during twenties by Auergesellschaft of Berlin.
The same company founded by Carl Auer von
Welsbach who invented the gas lantern
mantle!
Optodent approx 1935
1st domestic foaming toothpaste, but soap-free we produced until 1970
Optodent advertised as whitening toothpaste
in local print magazines Ad approx 1935
Pebeco from 1954
Beiersdorfs best-seller was one of the most popular toothpaste in Europe in the middle of the 20th
century
Original ad. for Pebeco toothpaste approx.
1944
Nivea toothpaste from 1954
Nivea toothpaste was one of the first
product that we produced in the
begining of the cooperation with BDF
1954
Original ad. for Nivea toothpaste approx.
1952
Odol toothpaste & mouthwashes from 1956
Croatian catalogue for Odol approx. 1956
We produced licenced Odol toothpaste and
mouthwashes more than 20 years
Odol banner on the main square in
Zagreb
Binaca from 1973 until 1996
Best-selling toothpaste in former Yugoslavia
Causamed from 1994 until 1999
Beiersdorfs medical toothpaste made approx
1978
Plidenta launched 1984
Plidenta is created for healthy and beauty teeth. Its range is carefully designed for years and
updated with new products that always provide, in accordance with the leading trends in oral
hygiene, the best way to preserve the health of your teeth and mouth. With width range and
multiple certified quality, Plidenta meet the needs of the most demanding consumers.
The name Plidenta
was created by
the prefix from
name of lergest
Croatian pharma
company Pliva
(owner of Neva
until 2003) and dent (teeth)
The consumer is not a moron. She is your wife. (David Ogilvy)
Category
Global oral care category
Toothpastes
58%
Toothbrushes
24%
Mouthwash 9%
Dental Care 3%
Denture Care
6%
Source: DataMonitor Global Oral hygiene Market to 2012 DBCM4462
Toothpaste major players in Europe
Source: DataMonitor Global Oral hygiene Market, EURS BIG 5, 2012
COLGATE PALMOLIVE 29%
Colgate 22%
GABA brands (Pharmacy) 4%
GSK 20%
Aquafresh 12%
Sensodyne 7%
UNILEVER 11%
Signal 10%
P&G 9%
Blend-a-med / AZ / Crest 6%
SCH. HENKEL 6%
Theramed / Licor d Polo / Vade 4%
PRIVATE LABELS 5%
Oral Care
Expert
GUM PROTECTION ANTI-TARTAR
ANTI-PLAQUE
ANTI-CAVITIES
SENSITIVITY
BAD BREATH
ANTI-STAINS WHITENING
STRENGTHENS E.
Toothpaste Category Segments
Category segments EEC
Multiple Benefit
26%
Whitening 25% Cavity
Protection 18%
Gum Protection
13%
Hyper
Sensitivity 9%
Plaque Removal
5% Kids/Junior 4%
Source: : Oral Hygiene in Eastern Europe to 2014 , Market Databook, Reference Code: DBCM6903, Markets covered: Bulgaria, Baltic States,
Czech Republic, Hungary, Poland, Romania, Russia, Slovakia, Ukraine, Croatia, Slovenia, 0.750694392 Euros
Where we sell toothpastes?
Drugstores 32%
Hypermarkets
25%
Supermarkets
23%
Discounters 9%
Medium Grocery
6%
Small Grocery
5%
Source: : Oral Hygiene in Eastern Europe to 2014 , Market Databook, Reference Code: DBCM6903, Markets covered: Bulgaria, Baltic States,
Czech Republic, Hungary, Poland, Romania, Russia, Slovakia, Ukraine, Croatia, Slovenia, 0.750694392 Euros
How it looks?
Stretch
level
Bend
level
Eye
level
Waist
level
Growth Segments
Anti-Caries: Generic Family/Economy
connotation & longlasting clean feeling and
extreme freshness
Multiple Benefit: Complete all-in-one product
claims & new combination of product benefits
Whitening: Move to multi-functional
positioning and from cosmetic to therapeutic
appeal
Sensitivity: advance & premium professional
expertise
Product Positioning
Consumer trends
Women primary TG
Expert positioning increase trast and
reassurance
Younger consumers
recognise multiple
benefits for thier
health
Brand loyalty is not key
(but PL share is
remains low)
Once the toothpaste is out of the tube, it is
hard to get it back in! (H. R. Haldeman)
Portfolio
Extreme freshness Value for money product
All-purpose family prod Pure peppermint
Anti-cavity protection segment
Selected ingredients for
both day and night care
Anti-plaque
6 Herbal Extraxts
Nature appeal Nature appeal
With natural propolis
Gum Protection
With micro-capsules
All-in-one toothpaste
8 active effects
Gel toothpaste
Multiple Benefit
Regenerates/prevents of
gum ageing
6 active ingredients
With chemical
complexation,
Whitening
Balanced pH
Without mechanical
abrasion
4 active ingredients
Ice mint flavour
Controls tartar
6 extracts
Whitening + Multiple Benefit
Whitening effect
Prevents periodontal
diease
Antibacterial innovation
With FDA approval
ingredient
Co-branding with BASF
Agains hypersensitivity
Act already after 15 sec
Special therapeutic
For children 2 6 years
Tweenagers packaging
Originaly speramint fla
7 13 years
Clinical defined lower
concentration of fluoride
Kids toothpastes
+ Calcium + Sodium
Bicarbonate
+ Cranberry + Anti
Nicotine
active
ingredients
+ Q 10
+ Aloe Vera
+ Vitamins
+ A, E, B5
Other formulation on request
Toothbrushes & Accessories
Contract
manufacturing
from China
Travel pack in blisters
Unique product
10 ml / 19 mm
Any sufficiently advanced technology is
indistinguishable from
magic (Arthur C. Clarke)
...Technology
Acid eats away at
tooth enemal and
caause cavities
Pro-t-action collects bad
bacteria (S. Mutans)
Caries is very strongly associated with
colonization of the tooth surface biofilm
by mutan-producing streptococci. Most
common: Streptococcus mutans
Lactobacillus Pro-t-action selectively
gathers and groups Streptococcus
mutans bacteria
By teeth washing the
bacteria are flushed out of
the mouth
Sodium Fluoride strengthens tooth
enamel
...How it works in Pro-t-action?
Microscopy: phase contrast and fluorescent labelling
Aggregates S. mutans LB pro-t-action
...How it looks
...Clinical Trials Example
...Credential examples
Prof. Dr. Ch. Lang - Presentations on
the 8th Asia-Pacific Weeks (APW) in
Berlin
Datamonitor Product Launch
Analitics by Symrise Quarterly
Report, New Launch Alert , July
2011
PR-s in
Technology
Review
Quality is never an accident; it is always the
result of intelligent
effort. (John Ruskin)
...Quality
ISO 9001-2000 / 14001-2003 standard
Toothpaste Filling & Packing in Zagreb
In House R&D Laboratory Zagreb
National Brand Equivalent Products
Warehouse Distribut Centre in Zagreb
Distribution 7.000 Outlets Croatia B&H
Capacity 4.500 Toothpastes / hour
Advertising Support
...Toothpaste capabilities
Manufacturing Quality
ISO 9001/2000
Good Manufacturing practice
Consumer Awards
Clinical Testing
Faculty of Stomatology Zagreb
Klinik J. Gutenberg Uni Mainz, Germany
Trusted Brand RD 2007
Trusted Brand RD 2008
Superbrands 2006/07
Cropak Best packag 05
Croatian Chamber of
Commerce
Design Awards
Professional Recognit
...Quality recognition
Packaging information in English English, French and Arabic
declaration INCI
Name &
key
benefit
Description Purpose
Name of
producer
Clinical
Trial
Made in
Europe
http://www.plidenta.com
https://plus.google.com
Other product information in English
http://www.yotube.com/ThePlidenta
https://twitter.com/Plidenta
Wrap up
Quality row material from European sources
Heritage & Experience
Full range
Realibility & reassurance
Appendix
Favorite Toothpaste
Thanks to its ideal formula with
strong peppermint and mint
extracts, and its fluoride effect
which prevents the development
of cavities and aids the process
of demineralization of tooth
enamel, Plidenta Superfresh will
be the favorite toothpaste on
your market.
Favorite Toothpaste
Thanks to its ideal formula with
strong peppermint and mint
extracts, and its fluoride effect
which prevents the development
of cavities and aids the process
of demineralization of tooth
enamel, Plidenta Superfresh will
be the favorite toothpaste on
your market.
Beauty at day, healthy at night
There are few toothpastes like
Plidenta Day & Night, that have
such a combination of ingredients
that assure a balance of daily
and nightly dental care needs.
Plidenta Day & Night contains
ingredients that help fight the
bacteria that enters our mouths
when we eat, preventing the
formation of cavities and
parodontitis. The unique system
with a prolonged refreshing effect
gives a long-lasting feeling of
freshness and cleanliness after
brushing, and the active flouride
ensures effective protection from
cavities while making strong
teeth and healthy gums..
Natural protection of teeth and gums
If you would like to protect your
teeth naturally, Plidenta Herbal
is the perfect solution for you.
Other than fluoride, it contains a
total of six plant extracts that
gently act on teeth and gums:
chamomile facilitates the healing
of wounds and has bacteriostatic
qualities; sage disinfects and
strengthens gums; cinquefoil
prevents inflammation of the
mouth and is gentle to the
mucous membranes; lemon balm
has antibacterial and antiviral
properties; hamamelis helps with
infections and injuries, and
rosemary deodorizes and has
antiseptic powers.
Lucky teeth!
Since ancient times, propolis has
been used in folk medicine. Over
the past few years, the increase
of its use for medical purposes
has been noted. Studies have
shown that using toothpastes
based on propolis can decrease
the formation of plaque, decrease
the number of "bad" bacteria in
the mouth, soothe toothaches as
well as gum disease
(periodontitis), and it can be
useful in healing wounds. Propolis
has antibacterial, antiviral, and
antifungal properties. In
Plidenta's Protective toothpaste,
propolis has been incorporated
with allantoin from the aloe vera
plant, which eases infections,
while strengthening and
regenerating gums.
Nature and technology in health care
Plidenta Triple Active shows how
nature and technology can be found
together in health care. It contains
gentle microcapsules filled with
vitamin E, bisabolol and menthol.
Vitamin E prevents the formation of
"free radicals" responsible for aging
proceses. Bisabolol from chamomile
prevents and helps heal
inflammations, and menthol in
capsule increases the toothpaste
flavour, prolonging its refreshment.
We especially recommend it for
removing plaque in the hard to reach
areas between teeth. When pressed
by the toothbrush, the microcapsules
pop and so, besides releasing their
active substances, they perfectly
clean inaccessible areas.
Wow! It's incomparable!
Everything you've ever heard a
toothpaste having, and no other
has everything - Plidenta Sinergal
has it. Period. Zinc lactate to
fight bad breath, prevent the
formation of tartar, and to help
fight gingivitis; triclosan to
prevent plaque, cavities, and,
indirectly, parodontitis;
pyrophosphate to prevent tartar
and reach an optimal pH value in
the mouth, and the complexation
method with tripolyphosphate
creates a whitening effect.
Allantoin calms and soothes
infections. Fluoride prevents
cavities, in a concentration that
also prevents cavities to open
dental roots.
Smile more! Healthy, clean, and nicely placed
teeth beautify every smile. We
are all born with a naturally
pretty smile. Unfortunately, in
time, a beautiful smile can
disappear and teeth can stain.
That is why we offer Plidenta
Extra White. With regular use,
this toothpaste of extraordinary
quality and perfect refreshment
will help your renew the natural
whiteness and shine of your
teeth and prevent the formation
of tartar. It is gentle to the
surface of tooth enamel because
it does not use harsh abrasives,
but a chemical method that
prevents the transformation of
the initial amorphic tartar into
crystal tartar deposits.
Multiplied goodness
Prevent cavities, tartar, plaque,
and disease with regular use of
one toothpaste! Compare the
number and quality of active
ingredients in Plidenta Multi
White: allantoin, pyrophosphate,
triclosan, and fluoride with any
other multifunctional toothpaste
and you'll see why your teeth
are cleaner, better protected,
more pampered, and shinier after
brushing with Multi White.
Natural and beautiful
For all the fans of Plidenta
Herbal who would like to add the
renewal of natural whiteness and
shine of teeth to all its other
qualities, we recommend the use
of Plidenta Herbal White. This
toothpaste has the same 6 plant
extracts and a strong menthol
aroma, just like Plidenta Herbal,
with a whitening agent that
gently and surely polishes teeth
and helps renew their natural
whiteness and shine.
The solution for overly sensitive teeth
Have you felt intensive tooth pain due to
temperature change or sweet, salty, and sour food,
or from the touch of a toothbrush? Choosing an
appropriate toothpaste and properly and regularly
brushing and filling cavities, is the best way to
avoid this unpleasant and dangerous problem for
oral health. Plidenta ProSensitive contains clinically
proven potassium nitrate, which works in such a
way that it deactivates the nerve ending, after
which stimulations are no longer sent to the
nerves. Research has shown that after only two
weeks of regular use of toothpaste with potassium
nitrate, a significantly larger desensitised effect was
shown in comparison to regular toothpastes. Along
with potassium nitrate, Plidenta ProSensitive also
contains the active ingredient of zinc citrate which
efficiently decreases the number of bacteria
colonies, the toxins they emit, which cause the
creation of plaque and tartar, which are the main
cause of gum recession and constant bad breath.
Two toothpastes in one again!
Bite down on cavities
Caries is the most common infectious disease. More than 5 bn.
people suffer from tooth decay. Epidemiological studies1 show an
alarming globalincrease in caries prevalence. Caries is very strongly
associated with colonization of the tooth surface biofilm by mutan-
producing streptococci. Most common: Streptococcus mutans
Plidenta Pro-t-action is the first toothpaste in the world to
contain this probiotic culture. Lactobacillus Pro-t-action is a
specifically acting probiotic (Lacobacillus paracasei) which co-
aggregates mutans Streptococci and thus reduces caries-causing
bacteria in the mouth. Germany. It is scent-free and taste-free in
the toothpaste, it does not irritate the mucous membrane and it
contributes to the maintenance of healthy and useful microflora in
the mouth with regular daily use.
Plidenta Pro-t-action is co-branding with global chemical
company BASF Future Business GmbH
Prevents plaque, Contributes to the removal of the Streptococcus
mutans bacteria, the most common cause of cavities, Creates an
environment for the development of good bacteria, Reacts
exclusively with cavity-causing bacteria, but does not affect other
bacteria in the mouth, Acts already after 15 seconds of brushing,
According to scientific research presented at international
professional conferences, Lactobacillus Pro-t-action decreases the
number of S. mutans bacteria, which is considered to be the most
responsible for cavities, by up to 50% with regular daily use,
Prevents the accumulation of plaque, Strengthens tooth enamel
For our dearest!
We recommend the use of forest fruit
flavoured Plidenta Junior toothpaste
for our youngest fans. This clinically
proven sugar-free toothpaste contains
a complex that reliably fights cavities
(fluoride) in a concentration safe for
children (0.13%) and it has
antibacterial properties while removing
plaque, which improves the oral
hygiene index, with a gentle aroma of
forest fruit.
For Tweens!
Children pass through the various phases of their lives in the blink of an eye. One day
they're children, the next they're teenagers. Between that are the prepubescent or tween years. Plidenta Cool contains carefully chosen active ingredients for reliable protection and strong teeth in the tween years: fluoride in a safe concentration to protect from cavities, an additional source of calcium needed for
teeth, which prevents the formation of tartar, and, together with fluoride, helps prevent the
formation of cavities, and natural xylitol which has an antibacterial effect. The sparkly
toothpaste with gentle coloured capsules thoroughly cleans food deposits and the
hardest to reach places between the teeth and gums. It contains the original spearmint
gum flavour.
Description
Producer code
Product name
Picture Sub-category Description Active Ingredients
10011197 PLIDENTA
SUPERFRESH
DEEP FRESH / ANTICARIES
FIGHTS CAVITIES , CLEANS THROUGHLY , PROVIDES LONG
LASTING BREATH FRESHNESS PURE MENTHOL FLAVOUR
Sodium Fluoride (0,24%)
10011194 PLIDENTA HERBAL
HERBAL PROTECTION
SOOTHES GUM INFLAMMATION AND BLEEDING PREVENTS PERIODONTAL DISEASE WITH 6 HERBAL EXTRACTS
Sodium Monofluorophosphate (0,76%) Salvia Officinalis (Sage) Leaf Extract, Chamomilla Recutita (Matricaria) Flower
Extract, Melissa Officinalis Leaf Extract, Hamamelis Virginiana (Witch Hazel) Leaf Extract, Potentilla Erecta Root Extract,
Rosmarinus Officinalis (Rosemary) Leaf Extract,
10011196 PLIDENTA
DAY&NIGHT ADVANCED CLEAN
FIGHTS CAVITIES RESHENS BREATH WITH ADDITIONAL SOURCE OF
TRICLOSAN
Sodium Fluoride (0,24%), Triclosan (0,20%)
10011193 PLIDENTA
PROTECTIVE PROPOLIS
ANTIPARADNTOSE ACTIVE / NATURAL PROPOLIS
PROTECTS AGAINST GUM INFLAMMATION AND BLEEDING
PREVENTS PERIODONTAL DISEASE REMOVES PLAQUE
Propolis Cera, Allantoin, Sodium Fluoride (0,24%),
10011195 PLIDENTA
FAMILY FLUOR / ANTI
CAVITIES
FIGHTS CAVITIES CLEANS THROUGHLY PROVIDES LONG
LASTING BREATH FRESHNESS PURE MENTHOL FLAVOUR
Calcium Lactate (1,00%), Sodium Fluoride (0,24%),
10011192 PLIDENTA
EXTRA WHITE
WHITENING / ICE WHITENING
WHITENING EFFECT PROVIDES LONG LASTING BREATH FRESHNESS
CONTROLS TARTAR FIGHTS TOOTH DECAY BALANCED ALIVERY Ph
Pentasodium Triphosphate (1,00%), Tetrasodium Pyrophosphate (0,50%), Sodium
Fluoride (0,24 %),
1902857 PLIDENTA HERBAL WHITE
WHITENING HERBAL NATURAL
/ GUM PROTECTION
WHITENING EFFECT PREVENTS PERIODONTAL DISEASE WITH 6 HERBALS REMOVES PLAQUE
REBUILDS AND STRENGTHENS GUMS
Alumina, Sodium Monofluorophosphate (0,76%), Salvia Officinalis (Sage) Leaf Extract, Chamomilla Recutita (Matricaria) Flower Extract, Melissa Officinalis Leaf
Extract, Hamamelis Virginiana (Witch Hazel) Leaf Extract, Potentilla Erecta Root Extract, Rosmarinus Officinalis
(Rosemary) Leaf Extract,
10011202 PLIDENTA
MULTIWHITE
TOTAL WHITENING,
TARTAR CONTROL / MULTIACTION
WHITENING EFFECT FIGHTS PLAQUE CONTROLS TARTAR
PROTECTS AGAINST GUM INFLAMMATION AND BLEEDING
Tetrasodium Pyrophosphate, Allantoin (0,30%), Sodium Fluoride (0,24%), Triclosan (0,20%),
Description
Producer code
Product name
Picture Sub-category Description Active Ingredients
10011198 PLIDENTA SINERGAL
TOTAL WHITENING,
TARTAR CONTROL / TOTAL
PROTECTION
ALL IN ONE TOOTHPASTES WITH 7 ACTIVE EFFECTS ANTI-CAVITY / PLAQUE / TARTAR ANTI-AGEING
WHITENING
Pentasodium Triphosphate, Zinc Lactate (1,00%), Tetrasodium Pyrophosphate (0,50%),
Allantoin (0,30%), Sodium Fluoride (0,29%), Triclosan (0,20%),
10011201 PLIDENTA
TRIPLEACTIVE
RIPLE ACTION, MICROCAPSULE
TOOTHPASTE
REGENERATES/PREVENTS OF GUM AGEING WITH MICRO-
CAPSULES RELIEVES INFLAMMATORY FIGHTS PLAQUE AND CAVITIES
Tocopheryl Acetate (0,50%), Panthenol (0,50%), Sodium Fluoride (0,24%),
10011200 PLIDENTA
PROSENSITIVE
WHITENING SENSITIVE /
COMPLEX SENSITIVE
RELIEVES THE PAIN OF SENSITIVE TEETH WITH FDA APPROVED POTASSIUM
NITRATE REDUCES/PREVENTS TOOTH SENSITIVITY
Potassium Nitrate (5,00%),Zink Zitrate, Sodium Fluoride (0,24%),
10011199 PLIDENTA
PRO-T_ACTION
PROBIOTIC TOOTHPASTE /
CAVITY / PLAQUE
CAVITY / PLAQUE PROTECTION
Sodium Fluoride (0,24%), Lactobacillus,
10011204 PLIDENTA
JUNIOR KIDS TOOTHPASTE
CAVITY PROTECTION WITH FLUORIDE IN A CONCENT SUITABLE
FOR CHILDREN WITH FDA APPROVED INGREDIENTS XILITOL
AND TRICLOSAN
Triclosan (0,20%), Sodium Fluoride (0,12%),
10011203 PLIDENTA
COOL KIDS TOOTHPASTE
/ TWEENS
KIDS TOOTHPASTE FOR TWEENS EFFECTIVE PLAQUE REMOVAL
ADDITIONAL SOURCE OF CALCIUM
Calcium Lactate, Xylitol, Sodium Fluoride (0,24%),
Oral Care
Expert
PEPPERMINT
SPEARMINT
EUCALYPTUS
MENTHOL
SPICE FRUITY
HERBAL
Flavor Management
Flavor Management
Product Name Product Picture 1st Flavor
Descriptor 2nd Flavor Descriptor
3rd Flavor Descriptor
4th Flavor Descriptor
Flavour Management
Product Name Product Picture 1st Flavor
Descriptor 2nd Flavor Descriptor
3rd Flavor Descriptor
4th Flavor Descriptor
Packaging options
50 ml 75 ml 100 ml 125 ml
28 mm 12/20 m 30 mm 12/20 m 30 mm 12/20 m 35 mm 12/20 m
PE/Al / Flip-top cap PE/Al / Flip-top cap PE/Al / Flip-top cap PE/Al / Flip-top cap
Carton 320 gr/m2 Carton 320 gr/m2 Carton 320 gr/m2 Carton 320 gr/m2
170 x 43 x 32 mm 170 x 43 x 32 mm 170 x 43 x 32 mm 170 x 43 x 32 mm
Wh/Sil tube 6 color Wh/Sil tube 6 color Wh/Sil tube 6 color Wh/Sil tube 6 color
6 color print 6 color print 6 color print 6 color print
MOQ 70.000 MOQ 70.000 MOQ 58.000 MOQ 70.000
Other Packaging options
Travel packs in
blisters 10 ml
Two tubes in the box
2 x 50 ml In-bulk production 2 + 1 co-packs
10 ml
19 mm 12/20 m
Conus cap
Carton 320 gr/m2
170 x 43 x 32 mm
Wh/Sil tube 6 color
5 color print
MOQ 70.000
10 ml
19 mm 12/20 m
Conus cap
Carton 320 gr/m2
170 x 43 x 32 mm
Wh/Sil tube 6 color
5 color print
MOQ 70.000
10 ml
19 mm 12/20 m
Conus cap
Carton 320 gr/m2
170 x 43 x 32 mm
Wh/Sil tube 6 color
5 color print
MOQ 10.000
10 ml
19 mm 12/20 m
Conus cap
Carton 320 gr/m2
170 x 43 x 32 mm
Wh/Sil tube 6 color
5 color print
MOQ 70.000
Neva Marketing
Atlantic Grupa
SBU HealthCare
Heinzelova 47b
10000 Zagreb
Croatia
E-mail: [email protected]
Phone: + 385 91 2413 731
www.plidenta.com/en
www.facebook.com/plidenta.hr
www.youtube.com/ThePlidenta