Top critical review
136 people found this helpful
JOHNSON & JOHNSON: Go back to the drawing board please; your new Euthymol formulation is pants!
on 21 January 2012
22nd March 2014: Well .. I said that I would update my review once I had sampled the new formula, so here it is. The outer packaging looks largely the same, with the exception of the printed product descriptions, and ingredients, outlined below for those of you who are interested.
BE WARNED: the new formula is still being sold in metal tubes, not plastic tubes like I had read in some other online reviews. So if you want to stock up on the old formula, you will need to check carefully with the seller that you will get exactly what you expect (ask them to confirm the ingredients, for example). I suggest that you do NOT want to stock up a supply of the new formula until you have tried it.
OLD FORMULATION INGREDIENTS:
Dicalcium phosphate, Aqua, Sorbitol, Glycerin, Aroma, Sodium Laurel Sulphate, Titanium Dioxide, Sodium Silicate, Carrageenan, Cellulose Gum, Sodium Saccharin, Simethicone, CI 45430, +/- Sodium Hydroxide.
NEW FORMULATION INGREDIENTS:
Dicalcium Phosphate DIHYDRATE, Aqua, Sorbitol, Glycerin, METHYL SALICYLATE, Sodium Laurel Sulhate, CI77891, Carrageenan, Cellulose Gum, Sodium Silicate, HYDRATED SILICA, THYMOL, Sodium Saccharin, SODIUM HYDROXIDE, MENTHOL, CI14720
And what is the net effect of these changes? Sadly the new formulation Euthymol is a mere shadow of its former self. NONE of the changes made are for the betterment of the product, however I suppose that two small mercies are that it still contains thymol (mysteriously not mentioned on the old formulation ingredients list) and remains fluoride-free. All changes seem to have been made in the interests of Johnson & Johnson, not the end consumer.
I still have some tubes of the old formula, therefore I had the opportunity to compare old and new directly side-by-side. Below are my conclusions:
1) The bright pink colour is gone, replaced with a significantly less appealing darker 'sludgey' pink colour. Think 'whoopee-cushion pink' and there you have it.
2) The consistency of the new formulation is slightly more liquid, and less foamy when brushing. I would describe it as slimy. After brushing, I found that the new formulation left my teeth and mouth with an unpleasant greasy/oily feeling, which only disappeared after eating. I suspect this change has been made so that the new formulation isn't as long-lasting as the old formulation, meaning more money for Johnson & Johnson as buying frequency increases.
3) The taste of the new formula I reckon is not even one third of its former strength. My fear expressed previously, that Johnson & Johnson would manipulate the formula to try and create something a little more palatable to the mass market, has come to pass.
Using the new formulation Euthymol is now like brushing your teeth with any old toothpaste (i.e., mediocre), and you can no longer expect that bracing sort of strong antiseptic taste that we loved about the old formula. However, I note that Johnson & Johnson still have the cheek to brag about the 'strong taste' on the packaging of the new formulation.
4) One key 'unique selling point' of the old formula Euthymol, was how it left your mouth and teeth with a long-lasting fresh and squeaky-clean aftertaste. The new formulation is simply a great disappointment in this regard, and the new mild taste wears off quickly.
5) And the final insult? The price of this new Euthymol seems to have increased, it is now selling at £2 per tube in my local supermarket, compared to £1.80 for the old formulation.
I hope that the longer-term advantages of using Euthymol, in terms of preventing tooth decay/gum disease, are the same, but only time will tell that, and meantime I have found the changes to Euthymol to be so disappointing that I am now in the market for an alternative toothpaste.
I have changed my rating of this product, from the previous 5 star excellence of the old formula, to a 3 star rating for the new formulation, befitting its new mediocrity.
Shame on Johnson & Johnson, who have managed to ruin a once-great product.