Toothpaste at a touch: A new e-tailer trades in daily necessities

USA – The ability to shop for daily necessities via online services could mark a change in the way consumers get their odds and ends. Procter & Gamble (P&G) has launched theEssentials.com, a new online store that sells many of the corporation’s major toiletry brands, such as Oral-B toothpaste, Gillette razors and Luvs diapers. The company’s direct-to-consumer approach could have serious implications not only for convenience stores, but for the delivery of such goods to consumers as well.

With such a site, P&G stands to obtain vital information about the spending habits of its customers. The enterprise could also lead to a new way of distributing these consumer goods – people could start to have their toothpaste delivered straight to their doorstep throughout the year.