Whiter Teeth More Important Than Losing Weight or Hair Removal Rakuten's Buy.com finds consumers prefer a celebrity smile over dropping a dress size

ALISO VIEJO, Calif., July 16, 2012 /PRNewswire/ -- Today, home teeth whitening systems were unveiled as the number one best selling health and beauty product in 2012, significantly overtaking shaving, massaging and weight loss products - the top five health and beauty favorites last year.  The study, released by Rakuten's Buy.com, the global marketplace that allows shoppers to buy from people, not the internet, compared its best selling health and beauty products from May and June 2012 to the same period in 2011.

Commenting on the findings, Bernard Luthi, Chief Marketing Officer, Rakuten Buy.com, said: "Dazzling white smiles from celebrity beauty Jessica Alba and actor Will Smith have pushed consumers to strive for a whiter smile. Affordable home whitening kits have helped to make that a reality, so much so, that they have rocketed to the number one health and beauty product in 2012.  Last year, teeth whitening kits didn't even make the top five."  

In 2011, consumers were more focused on 'personal-massages,' followed closely by hair removal and dieting, perhaps a popular year for those looking for 'self-love' and preparing for a busy year of dating in 2012.  This year, a set of pearly whites are by far the priority, suggesting a behavioral shift from U.S. singletons looking for love.  

*Data based on most popular Health & Beauty products, purchased on Buy.com May/June 2011 vs. May/June 2012

Who has the best celebrity smile?

Famous smiles that may have helped spark the super white trend include Twilight heartthrob Taylor Lautner, Men in Black star Will Smith and actress beauties Jessica Alba and Gisele Bundchen.  However, not all celebrities have followed the 2012 pearly white trend, with much more 'natural smiles' still remaining with Steve Buschemi, Woody Harrelson and Morgan Freeman.

For a list of the current most popular home whitening kits on Rakuten Buy.com, check out the health and beauty section here.

About Rakuten's Buy.com

With more than 18 million customers, Rakuten Buy.com is a leading retail marketplace, focused on providing its customers with an entertaining shopping experience and a broad selection of retail goods at everyday low prices. Rakuten Buy.com connects buyers and sellers in a global marketplace that allows shoppers to buy from people, not the internet. By providing a large selection of products from Computers, Electronics, Fashion, Health & Beauty, Video Games, Home Furnishings & Decor, Baby & Toys, Pets, Sporting Equipment and more, Rakuten Buy.com shoppers support local merchants as well as the brands they love. Founded in 1997, Buy.com joined Rakuten in 2010 to continue its mission to provide a simple, connected and human alternative to the ecommerce experience. Buy.com is headquartered in Aliso Viejo, CA. For more information about Rakuten's Buy.com, please visit www.buy.com.

About Rakuten

Rakuten, Inc. (JASDAQ:4755), is one of the world's leading Internet service companies, providing a variety of consumer- and business-focused services including e-commerce, e-reading, travel, banking, securities, credit card, e-money, portal and media, online marketing and professional sports. Rakuten is expanding globally and currently has operations throughout Asia, Western Europe, and the Americas. Founded in 1997, Rakuten is headquartered in Tokyo,  with over 10,000 employees worldwide. For more information, visit: http://global.rakuten.com/group.

SOURCE Rakuten Buy.com



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