Contact Information

Contact Information
SUSAN DEWHIRST
Public Relations & Goodness Programs Manager
Tom’s of Maine
[email protected]
(207) 467-2406
www.tomsofmaine.com
Tom’s of Maine Expo West 2013 Press Kit
New Product News
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Wicked Cool!
natural toothpaste —
designed for kids ages 8
and up, this mild mint
toothpaste has no
saccharin, dyes or artificial
flavors often found in other
brands. It’s available with
and without fluoride. The
fluoride option is
ADA-accepted.
Botanically Bright
natural whitening
toothpaste – an SLS
and fluoride-free
natural whitening
toothpaste in
Spearmint with Aloe
& Chamomile and
Peppermint with
Xylitol and Propolis
Propolis & Myrrh Gingermint Baking Soda natural
toothpaste – back by consumer demand, this
fluoride-free toothpaste features fresh ginger root
oil and peppermint
Juicy Mint Anticavity Fluoride Rinse —
an ADA-accepted rinse to help children
ages 6 and up with
good oral hygiene and cavity protection
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At Tom's of Maine, we are inspired by imaginative science and social responsibility in our quest to make natural and
effective personal care products. The company is built on more than 40 years of doing business with a commitment
to people, planet and our local communities. We share a passion for quality and the ingredients we choose reflect
our stewardship model, which sets our definitions for natural, sustainable, and responsible. This year, we have
exciting news around the introduction of new natural oral care choices. We’ve recently expanded
our oral care portfolio to include a variety of new options for adults, children and kids ages 8 and
up. Available now are:
Naturally Clean toothbrush -- designed to be
both effective and natural with a plant-based
handle made from renewable castor oil
plants instead of petroleum
We list every ingredient, its purpose and source on our website. Feel free to learn more information about our products,
including our Naturally Dry Antiperspirant and Deodorant and other products, as well as our business practices at
www.tomsofmaine.com.
Tom’s of Maine
Goodness Report
Like you, we care about the products we use, including
how they're made and the values they reflect and this
week we’re proud to share our first Tom’s of Maine
Goodness Report, a new format for telling the Tom’s of
Maine story and our approach to products, planet and
community. Our Goodness Report offers a new level of
transparency into TOMs ingredients, packaging, waste,
water, energy and community. In the report, we also
detail how we do business, our goals, challenges and
progress. We also invite you to tell us which sustainable
business area matters most to you and where we should
put our focus to make a lasting, positive impact.
50 States for Good
2013 will mark the fifth annual 50 States for Good
program, a national initiative that supports the goodness
behind grassroots community projects. Through this
program alone TOMs has invested in over 20 important
grassroots projects that benefit local communities. In
2012, a public vote determined the winning projects,
which spanned serving the homeless and renovating play
areas to building sustainable summit trails and providing
alternative energy education. 50 States for Good will
bring exciting new changes in 2013, with an opportunity
for volunteers and passionate individuals alike to get
even more involved alongside their favorite nonprofits in
an effort to secure funding that will deliver goodness to
their community.
Dental Health for All: Be a Tooth Fairy Hero!
This year we’re celebrating ten years of our annual Dental Health for All™ program and
over $1 million donated to community dental clinics to help increase access to dental care
across the country. The program aims to create greater access to oral care as part of our
steadfast commitment to healthy and human goodness. The company’s funding over
the decade has helped make more than 200,000 additional patient visits possible.
In support of this initiative, through March 15, we’re inviting children to break
out their crayons and creativity to draw an artistic interpretation of the
Tooth Fairy that could help smiles in need. Our “Be a Tooth Fairy Hero”
program will make a $10,000 donation on behalf of ten randomly selected winners to a dental clinic in their state, plus provide toothpaste for
the winning child’s school. Drawings are not required but strongly
encouraged! Parents of children ages 3 to 10 are invited to enter at
www.TomsOfMaine.com/ToothFairy.
Natural Care Brigade with TerraCycle
One of our core values is to make packaging as recyclable as possible and we
recently partnered with TerraCycle, a recycling and upcycling pioneer, to give a
second life to product packaging with the launch of the Tom's of Maine Natural
Care Brigade. This free collection program enables consumers to keep packaging
from all Tom's of Maine products and other brands out of landfills. The Tom's of Maine Natural Care
Brigade accepts toothpaste tubes and caps, mouthwash bottles and caps, deodorant/antiperspirant
containers, plastic soap wrappers and floss containers, regardless of brand. For each piece of packaging
collected and sent in, the volunteer brigade member earns points that can be put toward rewards for the
charity of their choice or converted to cash and paid to any school or non-profit organization.
Wicked Cool!™ Toothpaste
The First Natural Toothpaste Designed to Win with Kids 8 and Older
Sometime between ages 8 and 12, most kids are ready to leave fruit and bubblegum-flavored toothpastes
behind. They start to be concerned about fresh breath, but aren’t quite ready for the strong mint flavors found
in adult toothpastes. Tom’s of Maine is making brushing teeth “Wicked Cool!” with its first natural toothpaste
designed for kids ages 8 and over. This mild mint-flavored toothpaste fights cavities, strengthens enamel and
freshens breath. Consider what’s inside your tween’s toothpaste and opt for a natural toothpaste from Tom’s
of Maine that’s dye-free and never contains any artificial sweeteners or flavors.
Wicked Cool! Toothpaste:
• Made for kids ages 8+
• Available in fluoride & fluoride-free
• Mild mint flavor
• Freshens breath
• ADA-accepted to help prevent cavities*
• Strengthens enamel*
• No artificial colors, flavors, preservatives, or sweeteners like saccharin
• No animal testing or animal ingredients
• Packaging recyclable through TerraCycle in the Tom’s of Maine Natural
Care Brigade
• 10% of Tom’s of Maine’s profits go back to the community
• Available at retailers nationwide or tomsofmainestore.com
*Fluoride version only
Botanically Bright Natural Whitening Toothpaste
Natural SLS-free, Fluoride-free Whitening Toothpastes
Now you can have SLS-free and fluoride-free whitening toothpastes you love to brush with! Available in both
Spearmint and Peppermint flavors, New Tom's of Maine Botanically Bright™ tastes great, gives your mouth
a foamy, clean feeling, and helps whiten your teeth by removing surface stains.
With ingredients 100% derived from nature, Botanically Bright features an exclusive blend of botanicals,
such as soothing chamomile flower and organic aloe, and bee propolis and xylitol, and sweet mint flavors to
leave your mouth fresh and clean. Naturally-sourced silicas help whiten and restore your teeth to their
natural color by removing surface stains, without the use of harsh bleaching ingredients.
Tom’s of Maine Botanically Bright™:
• Sodium lauryl sulfate (SLS) free, fluoride-free
• Whitens teeth, freshens breath and helps remove plaque with regular brushing
• Available in Spearmint flavor with organic aloe and soothing chamomile, and
Peppermint flavor with xylitol and bee propolis
• Great foaming action without the use of SLS
• Natural, sugar-free sweetener stevia for great taste
• No harsh artificial chemicals or flavors, preservatives, synthetic additives and no
animal testing or animal ingredients
• 10% of Tom’s of Maine’s net profits go back to the community
• Available at health and specialty retailers or tomsofmainestore.com
Propolis & Myrrh
Gingermint Baking Soda Toothpaste
Back by Popular Demand!
Rediscover the exotic, fresh flavor you fell
in love with in 1998 when we first
introduced it. Back by popular demand,
the unique flavor experience of Tom’s of
Maine’s Propolis & Myrrh Gingermint
Baking Soda toothpaste leaves your
mouth feeling refreshed and clean.
Featuring a unique flavor combination of
ginger, baking soda and the cooling
sweetness of pure peppermint, this memorable toothpaste became an instant favorite of many Tom’s of Maine
fans. When we phased it out of the market, loyal users took to the phones and email. Inspired by their many
requests, we’re excited to bring back this ginger-inspired flavor!
Propolis & Myrrh Gingermint Baking Soda Toothpaste:
• 100% fluoride-free
• Natural, fresh ginger root oil and pure peppermint oils for fresh breath
• Herbal extracts of propolis and myrrh help your mouth feel clean and healthy
• Natural, sugar-free sweetener stevia for improved taste
• Helps prevent plaque build-up with regular brushing
• No harsh artificial chemicals, preservatives, synthetic additives or artificial flavors and no animal testing or
animal ingredients
• 10% of Tom’s of Maine’s net profits go back to the community
• Available at health and specialty retailers or tomsofmainestore.com
Naturally Clean Toothbrush
The Toothbrush that Is Good for Your Smile and Your World.
Ever considered switching to a toothbrush that can work for you and the planet?
Introducing Tom’s of Maine Naturally Clean toothbrush, a toothbrush designed to be
both natural and effective, from the #1 natural oral care brand.
New Tom’s Naturally Clean Toothbrush features a plant-based handle made from
renewable castor oil plants instead of petroleum, and is designed for effective cleaning, featuring an angled neck for accessing hard-to-reach areas and dye-free
multi-height bristles that clean between teeth and along the gum line. The toothbrush
is BPA free and has no artificial colors, making it a good choice for you and your
family. The toothbrush is also recyclable through the Tom’s of Maine Nature Care
Brigade TerraCycle collection program.
Tom’s of Maine Naturally Clean Toothbrush is the perfect complement to your favorite
Tom’s of Maine natural toothpaste.
Tom’s Of Maine Naturally Clean Toothbrush:
• Handle 99% made from renewable castor oil plants
• No artificial colors (handle colored with mineral-based pigments)
• BPA -free
• Multi-height, dye-free bristles clean between teeth and along the gumline
• Angled neck for accessing hard-to-reach areas
• Recyclable through the Tom’s of Maine Natural Care Brigade® TerraCycle
collection program
• Available with soft or medium bristles, in green, blue, or purple
• 10% of Tom’s of Maine profits go back to the community
• Available at tomsofmainestore.com and select health and specialty retailers
Circulation: 405,000
Impressions: 1,336,500
February 2013
Circulation: 2,215,645
Impressions: 7,311,629
November 2012