Lush introduces Toothy Tabs … innovative tooth cleansing tabs

(27/01/2012)

Peppermint toothpaste is the norm but here at LUSH we challenge the norm and encourage our customers to think about the impacts of their beauty routine on the environment. Enter Toothy Tabs, LUSH’s newest invention that takes conventional toothpaste and literally strips it down.

About one billion toothpaste tubes and dispensers in the U.S. are sent to landfills every year, many of which are recyclable.* The unnecessary tossing of tubes can easily be avoided by using LUSH’s latest invention – Toothy Tabs! A brand new, patented idea from LUSH, these solid tabs eradicate the need for both packaging and preservatives, and come in a handy 100% recycled box. Each pack contains 40 tabs, you simply pop one in your mouth, crush it a little and continue to brush as normal with your toothbrush and water.

Helen Ambrosen, LUSH Co-Founder and Inventor of the Toothy Tabs says, “We use beautiful ingredients such as essential oils and fine spices, which is unique in the world of toothpastes. Toothy tabs create a foaming effect which people love, they give the mouth a squeaky clean feeling and a freshness that lasts and lasts.”

Toothy Tabs have a mild base of sodium bicarbonate and cream of tartar, both ingredients found in commonly used baking powder. A gentle surfactant creates the foaming effect that helps dissolve the bacterial build up on your teeth, which you can get rid of completely by brushing. Sodium bicarbonate helps to thoroughly clean and whiten your teeth and the cream of tartar helps to make the solid form. Dicalcium phosphate is included to help polish the teeth, glycerine acts as a humectant while saccharin sweetens. Just one tab and your mouth will be left feeling fresh and clean all day long.

There are six flavours to choose from, created by head perfumer Simon Constantine and inspired by London-based molecular mixologist Paul Tvaroh, who created the drinkable perfumes at the LUSH’s Gorilla Perfume galleries! The results is a collection of unusual and unique flavor combinations to entice you away from your tube and onto a tab. Simon Constantine says, “I was really keen to take perfumery up a gear and be able to actually perfume someone’s breath … wouldn’t that be something?”

Each tab uses the most beautiful natural ingredients and essential oils to freshen and perfume the breath, but also have antiseptic qualities used for years in dentistry. Only fresh, natural ingredients are used to clean the teeth beautifully, but each Toothy Tab offers something different – from a mouth freshener to a palate cleanser.

HOW TO USE? JUST CRUSH AND BRUSH!
1. Place one toothy tab between your front teeth. Nibble to break up.
2. Wet your toothbrush and brush. The Toothy Tab will begin to foam, helping clean your teeth.
3. Rinse your mouth well and spit out.
4. Give yourself a big cheesy grin in the mirror.
5. Pop the box in a dry place.
6. Recycle your cardboard box when it’s empty!

GET OFF THE TUBE AND HAIL A TAB WITH THESE SIX FABULOUS FLAVORS:

Dirty ($3.95*) – This one tastes most like “normal” toothpaste, as there’s spearmint and neroli to leave your mouth minty fresh. Part of the Dirty ‘layering’ range, the idea is that brushing your teeth with a Dirty Toothy Tab completes your Dirty grooming routine and the spearmint acts as an aphrodisiac before you go to bed! (Vegan) Available now.

Sparkle ($3.95*) – A whitening palate cleanser, designed to take away any flavors in your mouth and leave you with sweet, fresh breath and dazzling pearly whites. It’s a blend of lemon, grapefruit, black pepper and sea salt. Teeth will be left sparkling and breath fresh and zingy. (Vegan) Available late August 2011.

Breath of God ($3.95*) – Contains an echo of the same thought-provoking fragrance, there’s sandalwood, myrrh, benzoin, fennel and vanilla all blended together for an incredibly gentle, yet fresh delicious flavor. It won’t leave your mouth overpowered by mintiness, but beautifully perfumed by this spiritual blend of powders reminiscent of the fresh Tibetan mountains, with a touch of incense. (Vegan) Available late August 2011.

Atomic ($3.95*) – If you just can’t ditch that flavor in your mouth, then Atomic is the one for you. A strong palate cleanser, this one contains Fair Trade coffee and herbs such as cardamom, clove and ginger. These are all ancient remedies for cleaning and treating the teeth, clove has a soothing, almost antiseptic effect on your mouth. Atomic is ‘the ultimate tooth bomb’ to blow away anything that was there before and leave your mouth as good as new. (Vegan) Available late August 2011. Fair Trade certified by Fairtrade Canada!

Aquatic ($3.95*) – If you intend to get up close and personal with someone then perfume your breath beautifully with Aquatic. This exquisite blend of lime and jasmine is truly seductive. There’s also a hint of Green tea and Earl Grey tea with Wakame seaweed for an unusual twist. (Vegan) Available late August 2011.

Ultrablast ($3.95*) – For the freshest breath you’ve ever had, forget old-fashioned peppermint toothpaste and use Ultrablast instead. Green pea powder, wasabi, dried mint and sea salt will blast away all lingering odors and de-fuzz the tongue. Peppermint and spearmint add the freshness and lavender the delicate perfume. Your mouth will feel fresh and clean for hours, while your tongue and lips (thanks to the wasabi) will tingle for a while as well! (Vegan) Available late August 2011.

Related categories:  Health and well-being   Natural ingredients   Oral hygiene