Americans Can Make Time for a Brighter Smile with New Listerine Whitening Pre-Brush Rinse; Recent Survey Reveals Time-Starved Consumers, Seeking Simple Solutions, Equate Health and Confidence to White Teeth.

MORRIS PLAINS, N.J. -- Americans are literally running out of time, so it's no surprise that when it comes to daily personal care regimens, the average consumer spends no more than 30 minutes getting ready, according to a recently released study conducted by the makers of Listerine(R). Though time is of the essence, achieving pearly whites ranks high on people's list of "grooming musts," in order to look and feel confident. The launch of Listerine(R) Whitening Pre-Brush Rinse, an easy solution to whiten teeth while killing the germs that cause bad breath, is great news for the many people seeking a time-saving, confidence boosting solution.

"Listerine(R) Whitening Pre-Brush Rinse meets the needs of consumers who want a convenient and efficacious way to whiten teeth and get fresh breath, without interrupting their daily routines," said Christine Charles, Associate Director, Oral Care R&D, Pfizer Consumer Healthcare. "While Listerine(R) Antiseptic Mouthrinse remains the gold standard for killing germs that cause plaque and gingivitis, Listerine(R) Whitening Pre-Brush Rinse is a great complement to consumers' current oral care routines."

White's on People's Minds...

Of those surveyed, 50% of consumers have tried a whitening product and half of those who have used a whitening product have tried 2-3 different kinds. Why all the trial and tribulations? According to the study, consumers are weary of current whitening methods that are too time consuming, messy and complicated, and nearly nine in 10 Americans surveyed would appreciate a teeth-whitening product that also kills germs that cause bad breath. Further, the study revealed that 79% of Americans surveyed think white teeth make people look healthy and 50% say they would feel more confident with whiter teeth thus continue to search for an easy solution to meet their whitening needs. Fashion and dental experts alike agree that a bright white smile is an important attribute to looking and feeling confident.

"Looking good from head-to-toe isn't just about which designer you are wearing. It's about how you feel from the inside out and most importantly, how you project yourself," said Fashion and Lifestyle Expert, Robert Verdi. "People take notice of a beautiful white smile because it's more than vanity, it's an accessory that completes your overall look."

A Simple Solution to a Whiter Smile!

Listerine(R) Whitening Pre-Brush Rinse is an easy solution to whiten teeth while killing the germs that cause bad breath. Its dynamic foaming action works to penetrate stains and help users regain a confident, white smile with a quick, 60-second rinse, twice a day before brushing. In a clinical study, Listerine(R) Whitening Pre-Brush Rinse provided whitening results in 12 weeks. Listerine(R) Whitening Pre-Brush Rinse will be available nationwide in May 2005 at all major retailers for an estimated price of $5.99 (16oz) and $7.49 (32oz). Listerine(R) Whitening Pre-Brush Rinse should not be used as a replacement for Listerine(R) Antiseptic Mouthrinse.

"Listerine(R) Whitening Pre-Brush Rinse is an easy way to whiten teeth while killing germs that cause bad breath and only requires a 60 second commitment," said Dr. Maria Emanuel Ryan DDS, PHD and Professor in the Department of Oral Biology and Pathology at the School of Dental Medicine at SUNY Stony Brook. "Looking and feeling good has never been so simple, but it's important to remind consumers to continue their daily oral care routine including brushing, flossing and rinsing with Listerine(R) Antiseptic Mouthrinse, which reduces plaque and gingivitis."

About Listerine(R) Antiseptic Mouthrinse

Listerine(R) Antiseptic Mouthrinse is the number one dentist-recommended brand of mouthwash and is the only leading over-the-counter brand that carries the American Dental Association's (ADA) Seal of Acceptance.

Made by Pfizer Inc, Listerine contains clinically proven active ingredients that kill germs, help prevent and reduce plaque and gingivitis and control bad breath. For more information about Listerine, please call: 1-800-223-0182, 8:30 a.m. to 5:00 p.m. Eastern Standard Time.

About Pfizer

Listerine(R) Whitening Pre-Brush Rinse is manufactured and marketed by the Consumer Healthcare division of Pfizer Inc. Pfizer Inc. discovers, develops, manufactures and markets leading prescription medicines for humans and animals and many of the world's best-known consumer brands. The Consumer Healthcare division of Pfizer, headquartered in Morris Plains, New Jersey, is the world's second-largest consumer healthcare company, with a portfolio of market-leading brands that also includes Listerine, Purell, Neosporin, Benadryl, Sudafed, Visine and Rogaine.

*Survey conducted by ORC International on behalf of the makers of Listerine, March 2005. The nationwide survey had a sample size of 1,000 respondents.