Reach (brand)

1976 – DuPont enters toothbrush market after four years of research conducted by "bio-dental team" from Tufts University,{{cite news |date=1976-04-01|title=Du Pont Reach(es) for teeth |url=http://archives.chicagotribune.com/1976/04/01/page/74/article/du-pont-reach-es-for-teeth|newspaper=Chicago Tribune |location=Chicago |access-date=2016-01-23}} headed by Percy H. Hill Jr.,{{cite news |last=Stearns|first=Jared|date=2003-09-05|title=Percy Hill, engineer who designed Reach toothbrush|url=http://www.boston.com/news/education/k_12/articles/2003/09/05/percy_hill_engineer_who_designed_reach_toothbrush/ |newspaper=Boston Globe|location=Boston |archive-url=https://web.archive.org/web/20040526012700/http://www.boston.com/news/education/k_12/articles/2003/09/05/percy_hill_engineer_who_designed_reach_toothbrush/|archive-date=2004-05-26|url-status=live|access-date=2016-01-23}} consultant to Applied Ergonomics company. Reach Toothbrush was the first ergonomically designed toothbrush, that proved significantly better in clinical trials{{cite web |url=http://www.uxindustry.com/2012_12_01_archive.html |title=UX Talk with Dan Rosenberg |author=Helmut Degen |publisher=uxindustry.com |date=2012-12-28 |archive-url=https://web.archive.org/web/20160131122517/http://www.uxindustry.com/2012_12_01_archive.html |archive-date=2016-01-31 |url-status=dead |access-date=2016-01-23}}{{cite book |last1=Kim |first1=J. Vicente |date=2013 |title=The Human Factor: Revolutionizing the Way People Live with Technology |chapter=Let's Get Physical: Fitting Design to the Body |chapter-url=https://books.google.com/books?id=MwIDPQvLZCEC&pg=PA82 |publisher=Routhledge |pages=82–84 |isbn=978-0-415-97891-0 |access-date=2016-01-23}} (Google Books) and spawned a whole new field of "toothbrush design".{{cite book |last=Guerlain |first=Stephanie |title=Frontiers of Engineering: Reports on Leading-Edge Engineering from the 2008 Symposium |publisher=National Academy of Engineering |date=2009 |page=88 |chapter=Cognitive Engineering: It’s Not What You Think|url=http://www.inovasyon.org/pdf/NAE.symposium.2008.pdf |isbn=978-0-309-12821-6}}

1976 article at Chicago Tribune highlights the following unique selling propositions of the new toothbrush: "an angled-shaped four-sided handle (for comfortable gripping) with an extended neck (that makes hard-to-reach areas more accessible), and a compact head topped with two-leveled bristles".

DuPont started new toothbrush promotion in April 1976 first in Green Bay, Wisconsin, then moved to Chicago, with advertising in newspapers and on TV.

1977 – Johnson & Johnson acquires Reach brand from DuPont, outmaneuvering Procter & Gamble.{{cite news |last=Lazarus |first=George |date=1991-08-13 |title=P&G Puts Its Crest On A Toothbrush |url=https://www.chicagotribune.com/1991/08/13/pg-puts-its-crest-on-a-toothbrush/ |newspaper=Chicago Tribune |location=Chicago |archive-url=https://web.archive.org/web/20160123021148/http://articles.chicagotribune.com/1991-08-13/business/9103280368_1_toothbrush-market-procter-gamble-crest |archive-date=2016-01-23 |url-status=live |access-date=2016-01-23}}

1978 – Johnson & Johnson introduced the brand nationally,{{cite book |last1=Segrave |first1=Kerry |date=2010 |title=America Brushes Up: The Use and Marketing of Toothpaste and Toothbrushes in the Twentieth Century |url=https://books.google.com/books?id=w9F5eTkLwcYC&pg=PA125 |publisher=McFarland |page=125 |isbn=978-0-7864-4754-1 |access-date=2016-01-23}} backing the launch with "the first million-dollar ad campaign ever produced for a toothbrush".{{cite news |date=1996-06-05 |title=Toothbrushes – They're Sexy, By Gum |url=https://www.orlandosentinel.com/1996/06/05/toothbrushes-theyre-sexy-by-gum/ |newspaper=Philadelphia Inquirer |location=Philadelphia |archive-url=https://web.archive.org/web/20160130061547/http://articles.orlandosentinel.com/1996-06-05/lifestyle/9606030474_1_toothbrushes-tooth-enamel-bristles |archive-date=2016-01-30 |url-status=live |access-date=2016-01-23}}

1982 – Reach introduces Reach Child Brush.

1983 – Reach toothbrush was featured in Tooth Protectors video game for the Atari 2600 video game console along with Johnson & Johnson dental floss and Act mouthwash.{{cite book |last1=Weiss |first1=Brett |date=2012 |title=Classic Home Video Games, 1972–1984: A Complete Reference Guide |chapter=Atari 2600 |chapter-url=https://books.google.com/books?id=BzxTtml8Jq4C&pg=PA125 |publisher=McFarland |page=125 |isbn=978-0-7864-8755-4 |access-date=2016-01-23}}

1985 – Reach toothbrush gained recognition from American Dental Association.{{cite journal |date=1985 |journal=Kiplinger's Personal Finance, November 1985 |issue=11 |name-list-style=vanc |url=https://books.google.com/books?id=LQUEAAAAMBAJ&pg=PA14 |title=Changing Times |volume=39 |pages=316|last1=Kiplinger Washington Editors |first1=Inc }}

1986 – Mr. Reach character with the famous flip-top head, was born in Australia.{{cite web |url=http://connection.ebscohost.com/c/articles/25227143/happy-returns-mr-reach|title=Happy returns Mr Reach |publisher=B&T Weekly |quote=The three-dimensional color animated character celebrates its twenty-first birthday in 2007 |date=2007-05-11 |archive-url=https://web.archive.org/web/20160131005828/http://connection.ebscohost.com/c/articles/25227143/happy-returns-mr-reach |archive-date=2016-01-31 |url-status=dead|access-date=2016-01-23}} Developed by animator Phil Meatchem this mascot found its way to many world markets, including Japan and the U.S.

1987 – Johnson & Johnson advertised Reach toothbrush with the marketing claim that it "cleans 51% better than the other leading brush. It's angled to reach even back teeth".{{cite journal |journal=Working Mother |date= August 1987 |issue=8 |name-list-style=vanc |url= https://books.google.com/books?id=ZWEEAAAAMBAJ&pg=PA117 |title=Working Mother |volume=10 |pages=117|last1=Media |first1= Working Mother }}

At the end of 80's Reach occupied 28% of the US market, successfully competing against market leader Oral-B (35% of the market).{{cite news |last= Lazarus |first= George |date= 1988-03-17 |title= J&J Has New Ammo in War of Bristles |url=https://www.chicagotribune.com/1988/03/17/jj-has-new-ammo-in-war-of-bristles/ |newspaper= Chicago Tribune |location= Chicago |archive-url= https://web.archive.org/web/20160131042950/http://articles.chicagotribune.com/1988-03-17/business/8803010501_1_oral-b-toothbrush-market-share |archive-date= 2016-01-31 |url-status= live |access-date= 2016-01-23}} However, by 1991 its market share dropped to 20%.

1993 – Reach introduced first ever child toothbrush named "Wondergrip", designed by "Smart Design" (NY) studio.{{cite web |url=http://www.designboom.com/design/interview-with-designer-davin-stowell-founder-of-smart-design-08-20-2014/ |title=interview with davin stowell, founder of smart design |author=Andy Butler |work=Designboom |date=2014-08-29 |archive-url=https://web.archive.org/web/20160123131854/http://www.designboom.com/design/interview-with-designer-davin-stowell-founder-of-smart-design-08-20-2014/ |archive-date=2016-01-23 |access-date=2016-01-23}} Previously, all children's toothbrushes were just scaled down adult brushes. To make this toothbrush "Smart Design" studied the brushing behavior of more than 100 kids, coming up with the shape that encourages proper brushing technique.{{cite web |url=https://ww1.prweb.com/prfiles/2010/06/18/1180534/SmartDesignNDAMediaKit.pdf |title=Smart Design Media Kit |publisher=Smart Design |date=2010-06-18 |archive-url=https://web.archive.org/web/20160130102959/http://ww1.prweb.com/prfiles/2010/06/18/1180534/SmartDesignNDAMediaKit.pdf |archive-date=2016-01-30 |url-status=live |access-date=2016-01-23}}

1996 – Reach introduced Reach Plaque Sweeper toothbrush and Reach Floss Gentle Gum Care.{{cite news |last=Sloan |first=Pat |date=1996-02-26 |title=Coltage, J&J to pour $30 mil into toothbrush extensions |url=http://adage.com/article/news/colgate-j-j-pour-30-mil-toothbrush-extensions/80133/ |newspaper=Advertising Age |archive-url=https://web.archive.org/web/20160130191904/http://adage.com/article/news/colgate-j-j-pour-30-mil-toothbrush-extensions/80133/ |archive-date=2016-01-30 |url-status=live |access-date=2016-01-23}} J&J doubled its advertising budgets vs. previous year to more than $20 million – in a move aimed to recover market share that declined to 15.5%.

2001 – Reach partnered with Warner Bros. and created Harry Potter Toothbrush for the start of Harry Potter and the Philosopher's Stone movie.{{cite web |url=http://www.nydailynews.com/archives/nydn-features/magic-toys-arrive-article-1.928721 |title=Like Magic the Toys Arrive |author=Alissa Macvillan |work=New York Daily News |date=2001-11-13 |archive-url=https://web.archive.org/web/20160220090148/http://www.nydailynews.com/archives/nydn-features/magic-toys-arrive-article-1.928721 |archive-date=2016-02-20 |url-status=live |access-date=2016-01-23}}{{cite book |last1=Silvester |first1=William |date=2010 |title=Harry Potter Collector's Handbook |url=https://books.google.com/books?id=bizpcjEVvBEC&pg=PA211 |publisher=Krause Publications |page=211 |isbn=978-1-4402-0897-3 |access-date=2016-01-23}}

2006 – Fuel Industries developed a globe-trotting animated advergame "Mr. Reach: In the Mouth of Mystery" for Johnson & Johnson Canada, featuring various Reach dental products and Mr. Reach character.{{cite web |url=http://adage.com/article/creativity-news/johnson-johnson-reaches-nostalgia/124184/ |title=Johnson & Johnson Reaches for Nostalgia |author=Richard Ho |work=Advertising Age |date=2006-12-13 |archive-url=https://web.archive.org/web/20160130224637/http://adage.com/article/creativity-news/johnson-johnson-reaches-nostalgia/124184/ |archive-date=2016-01-30 |url-status=live |access-date=2016-01-23}}{{cite web |url=http://www.mysterygamecentral.com/news/2007/03/mr-reach-in-the-mouth-of-mystery/ |title=Mr. Reach in the Mouth of Mystery |publisher=Mysterygamecentral.com |date=2007-03-17 |archive-url=https://web.archive.org/web/20160201040730/http://www.mysterygamecentral.com/news/2007/03/mr-reach-in-the-mouth-of-mystery/ |archive-date=2016-02-01 |url-status=live |access-date=2016-01-23}}

2008 – In August 2008 Reach introduced Reach UltraClean toothbrush and floss.{{cite web |url=http://www.drugstorenews.com/article/jj-introduces-reach-ultraclean-toothbrush-and-floss |title=J&J introduces Reach UltraClean toothbrush and floss |author=Antoinette Alexander |publisher=Drugstorenews.com |date=2008-08-17 |archive-url=https://web.archive.org/web/20160129190237/http://www.drugstorenews.com/article/jj-introduces-reach-ultraclean-toothbrush-and-floss |archive-date=2016-01-29 |url-status=dead |access-date=2016-01-23}}

2009 – Johnson & Johnson directly attacked its main competitors stating that Reach UltraClean floss removes up to two times more plaque than Glide (Procter & Gamble) floss and that UltraClean Toothbrush removes more plaque and provides improved gum health versus the Colgate 360° toothbrush. Based on clinical trials the company also stated that Reach UltraClean Toothbrush removes up to 90% of plaque in places that are hard to reach.{{cite web |url=http://www.evaluategroup.com/Universal/View.aspx?type=Story&id=182414 |title=New Head-to-head Clinical Studies Reveal Reach Ultraclean Toothbrush and Floss Deliver Superior Plaque Removal Compared to Leading Competitive Products |publisher=Evaluategroup.com |date=2009-04-06 |access-date=2016-01-23}}{{cite web |url=http://www.drbicuspid.com/index.aspx?sec=ser&sub=def&pag=dis&ItemID=301728 |title=New dental floss trials reported |author=Laird Harrison |publisher=DrBicuspid.com |date=2009-04-16 |access-date=2016-01-23}}

2010 – Total Care Floss Clean toothbrush designed by Fuseproject won IDEA 2010 award.{{cite web |url=http://www-old.idsa.org/content/content1/reach-toothbrush |title=REACH Toothbrush (IDEA 2010 finalists) |publisher=Industrial Designers Society of America |date=2010-07-03 |archive-url=https://web.archive.org/web/20160203220400/http://www-old.idsa.org/content/content1/reach-toothbrush |archive-date=2016-02-03 |url-status=dead |access-date=2016-01-23}} Same year Reach introduced new line "Reach Total Care Plus Whitening" with toothbrush and floss, designed to whiten teeth.{{cite web |url=http://drugtopics.modernmedicine.com/drug-topics/news/modernmedicine/modern-medicine-now/put-your-money-where-your-mouth?date=&id=&pageID=2&sk= |title=Put your money where your mouth is |author=Dana K. Cassell |publisher=Drug Topics |date=2011-03-15 |archive-url=https://web.archive.org/web/20160130163732/http://drugtopics.modernmedicine.com/drug-topics/news/modernmedicine/modern-medicine-now/put-your-money-where-your-mouth?date=&id=&pageID=2&sk= |archive-date=2016-01-30 |url-status=dead |access-date=2016-01-23}} Also in 2010 Reach started "Reach by design" collaboration with interior designers Celerie Kemble and Tom Delavan as well as celebrity fashion stylist Brad Goreski.{{cite web |url=http://www.glamour.com/lipstick/blogs/girls-in-the-beauty-department/2010/07/will-you-be-reach-ing-for-brad |title=Will You Be "Reach"-ing For Brad Goreski's Designer Toothbrushes?|author=Christa Joanna Lee |work=Glamour |date=2010-07-15 |archive-url=https://web.archive.org/web/20160123181242/http://www.glamour.com/lipstick/blogs/girls-in-the-beauty-department/2010/07/will-you-be-reach-ing-for-brad |archive-date=2016-01-23 |access-date=2016-01-23}}{{cite web |url=https://www.wsj.com/articles/SB10001424052748703447004575449732013272098 |title=For Fashionistas, Hot-Pink Tweezers and Tools |author=Marshall Heyman |work=The Wall Street Journal |date=2010-08-25 |access-date=2016-01-23}}

2011 – Reach Total Care Plus Whitening advertising came under criticism from the National Advertising Division, that suggested J&J to change claims "Ordinary toothbrushes clean teeth. Reach whitens them" and "At the core of this revolutionary toothbrush Reach has engineered a unique row of bristles infused with calcium carbonate microwhitening technology. That means each time you brush, you're whitening teeth and removing stains".{{cite web |url=http://www.drbicuspid.com/index.aspx?sec=ser&sub=def&pag=dis&ItemID=308583 |title=J&J to modify some toothbrush whitening claims |publisher=DrBicuspid.com |date=2011-09-09 |archive-url=https://web.archive.org/web/20160123182936/http://www.drbicuspid.com/index.aspx?sec=ser&sub=def&pag=dis&ItemID=308583 |archive-date=2016-01-23 |access-date=2016-01-23}} As an outcome NAD determined that J&J could support the claim that "[o]rdinary toothbrushes clean teeth. Reach whitens them", but suggested to modify other claims to ensure that consumers are aware that stain removal is accomplished extrinsically, through the stain-removing abrasive action of the bristles, not intrinsically through bleaching. Also in 2011 Reach continued collaboration with design celebrities, inviting Flipping Out star Jeff Lewis and Shoshanna Gruss to join "Reach by Design" project.{{cite web |url=http://www.dentistryiq.com/articles/2012/08/fashion-toothbrushes-from-designer-shoshanna-gruss.html |title=Fashion toothbrushes from designer Shoshanna Gruss |publisher=DentistryIQ.com |date=2012-08-15 |access-date=2016-01-23}}{{cite web |url=http://www.racked.com/2011/11/3/7745939/reality-star-jeff-lewis-and-reach-bring-you-designer-toothbrushes |title='Flipping Out' Star Jeff Lewis and Reach Bring You Fancy Designer Toothbrushes |author=Lilit Marcus |publisher=Racked.com |date=2011-11-03 |archive-url=https://web.archive.org/web/20160202050648/http://www.racked.com/2011/11/3/7745939/reality-star-jeff-lewis-and-reach-bring-you-designer-toothbrushes |archive-date=2016-02-02 |url-status=live |access-date=2016-01-23}}

2012 – In December 2012, Johnson & Johnson sold rights to market Reach toothbrushes in the United States, its territories, the Caribbean and Canada to Dr. Fresh LLC, a portfolio company of Moelis Capital Partners, for an undisclosed sum. The acquisition did not include Reach floss or other interdental products.{{cite web |url=http://www.prnewswire.com/news-releases/dr-fresh-llc-acquires-reach-brand-manual-toothbrushes-183931401.html |title=Dr. Fresh® LLC Acquires REACH® Brand Manual Toothbrushes |publisher=PR Newswire |date=2012-12-18 |archive-url=https://web.archive.org/web/20160131103522/http://www.prnewswire.com/news-releases/dr-fresh-llc-acquires-reach-brand-manual-toothbrushes-183931401.html |archive-date=2016-01-31 |url-status=live |access-date=2016-01-23}}

2014 – In April 2014 Dr. Fresh introduced "Complete Care Triple Angle" toothbrushes,{{cite web |url=http://www.dentistryiq.com/articles/2014/04/toothbrush-line-offers-new-angles.html |title=Toothbrush line offers new angles |publisher=DentistryIQ.com |date=2014-04-30 |access-date=2016-01-23}} presenting them on its website as "the most advanced Reach brushes ever made".{{cite web |url=http://www.reachtoothbrush.com/new/ |title=Upgrade your Brush now |publisher=Reachtoothbrush.com |date=2016-01-23 |archive-url=https://web.archive.org/web/20160123202235/http://www.reachtoothbrush.com/new/ |archive-date=2016-01-23 |access-date=2016-01-23}}

2015 – Dr. Fresh re-introduced Mr. Reach in its advertising for "Reach Complete Care 8-in-1 Rinse".{{cite web |url=http://www.marketwired.com/press-release/hes-back-mr-reach-returns-with-new-innovation-and-complete-care-2060317.htm |title=He's Back! Mr. Reach Returns With New Innovation and Complete Care |publisher=Marketwired.com |date=2015-10-01 |archive-url=https://web.archive.org/web/20160130065301/http://www.marketwired.com/press-release/hes-back-mr-reach-returns-with-new-innovation-and-complete-care-2060317.htm |archive-date=2016-01-30 |url-status=dead |access-date=2016-01-23}} At the same year Johnson & Johnson discontinued Reach brand name and rebranded Reach floss into Listerine floss, notifying consumers about this on official website in June 2015.{{cite web |url=http://www.reachfloss.com/ |title=Dental Floss – Flossing |publisher=Reachfloss.com |date=2015-06-30 |access-date=2016-01-23 |archive-url=https://web.archive.org/web/20150630061759/http://www.reachfloss.com/ |archive-date=2015-06-30 |quote=REACH® FLOSS IS NOW LISTERINE® FLOSS}}

2016 - LG Household & Health Care announced on November 1, 2016, that it agreed to acquire the Asia Pacific business of Reach brand from Johnson & Johnson.{{cite web |title=LG Acquires Johnson & Johnson's Reach Brand for Asia-Pacific Region |url=https://brandinginasia.com/lg-johnson-johnson/ |website=Branding in Asia Magazine |date=1 November 2016}}{{cite web |title=News&Event > Press Release {{!}} LG Household & Care _ Healthy & Beautiful |url=http://www.lghnh.com/global/news/press/view.jsp?seq=381 |website=www.lghnh.com}}

2017 - High Ridge Brands acquired Dr. Fresh LLC.{{cite web|url=https://www.prnewswire.com/news-releases/high-ridge-brands-acquires-leading-oral-care-company-dr-fresh-300384264.html|title=High Ridge Brands acquires leading oral care company Dr. Fresh|first=|last=|work=Cision PR Newswire|date=January 3, 2017|access-date=November 19, 2021}}

2020 - Perrigo acquires oral care assets of High Ridge Brands including Reach.{{Cite web |title=Perrigo Completes Acquisition of Oral Care Assets of High Ridge Brands |url=https://investor.perrigo.com/2020-04-02-Perrigo-Completes-Acquisition-of-Oral-Care-Assets-of-High-Ridge-Brands |access-date=2024-12-17 |website=Perrigo InvestorRoom |language=en}}

{{Portal|Medicine}}

• Toothbrush

{{Reflist|2}}

• [http://reachtoothbrush.com/ Reach toothbrushes]
• [http://www.reachfloss.com/ Reach dental floss (rebranded to Listerine Floss)]
• {{cite web|url=http://digilib6.syr.edu:81/cdm4/item_viewer.php?CISOROOT=/plastics&CISOPTR=1281&CISOBOX=1&REC=2|title=The original 1977 Reach toothbrush at Syracuse University Library digital archive (image with description)|access-date=2016-01-23}}

{{J&J}}

Category:Dentifrices

Category:Products introduced in 1976

Category:American brands

Category:Brands of toothpaste