Guaber repackages BioRepair toothpaste

Italian household and personal care company Guaber is writing to consumers in an effort to address scepticism over the health benefits of its BioRepair toothpaste.

The toothpaste, which was launched in March in the UK, claims to repair tooth enamel in a similar way to dental professionals, but research has found that consumers are confused about how the product works.

Guaber is revamping the packaging for the product, which is part of the BlanX brand, and is including a signed letter from Professor Noberto Roveri from the University of Bologna, who has been involved in developing the brand, outlining the science behind the product.

The new packaging will be rolled out in March and will be backed by a major in-store and TV campaign as part of a consumer push behind the brand. BioRepair, which has two variants, is only available in Boots but is expected to extend its UK distribution towards the end of next year.

The company is planning a European expansion over the next year.

The new packaging has been designed in-house, and advertising will be developed by Norwich-based consultancy, The Works.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here