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CONSUMER REPORTS 'ON HEALTH' NEWSLETTER MAY MISLEAD CONSUMERS ON TOOTHPASTE EVALUATIONS AND RECOMMENDATIONS

Rembrandt Oral Care Products Takes Issue With Recent Report

LOS ANGELES, March 7 /PRNewswire/ -- Rembrandt Oral Care Products has announced that it takes issue with a recent toothpaste report in the February, 1996 issue of Consumer Reports' "On Health" newsletter. According to Robert Ibsen, D.D.S., president of Den-Mat Corporation, manufacturers of Rembrandt Oral Care Products, the article is misleading consumers in the interest of saving money and not in the interest of saving tooth structure.

The article discusses whitening toothpaste's cleaning ability based on the same testing method used for Consumer Reports l992 toothpaste report. Since the publication of the 1992 report, proceedings in federal court have called into question the testing method used by Consumers Union, publishers of Consumer Reports and Consumer Reports "On Health" newsletter. According to Dr. Ibsen, a court-approved consent decree has stated that the methodology used by Consumers Union should not be used to compare regular toothpastes with an enzyme-based product like Rembrandt Whitening Toothpaste. Consumers Union has chosen to ignore the information contained in that consent decree.

"The laboratory testing methods used by Consumers Union use abrasivity levels as the measure for cleaning teeth and removing stain," said Dr. Ibsen. "Low abrasion Rembrandt effectively removes stain and whitens teeth without the use of coarse abrasives like the brands that scored high in the `On Health' report. Rembrandt is one of the lowest- in-abrasion formulas on the market and would never score high in a cleaning ability test based on abrasiveness."

Numerous clinical studies support Rembrandt's ability to remove stain and whiten teeth, safely and effectively. According to Warren Scherer, D.D.S., associate professor at New York University College of Dentistry, toothpaste should be no more abrasive than necessary to clean teeth. "At least four clinical studies have demonstrated the efficacy of low abrasion Rembrandt in removing stain, plaque and tartar. In addition, research has indicated that Rembrandt can lighten teeth up to two shades. Evidence also exists that Rembrandt tests low in abrasivity on tooth-colored composite restorations and dentin surfaces," states Dr. Scherer.

Dr. Ibsen further explained that consumers should beware of using a toothpaste that is high in abrasivity, warning that over time these brands could cause damage to the soft part of tooth (root) structure. Sensitive teeth caused by gumline erosion is one of the symptoms that can result from toothpastes that are higher in abrasion.

The "On Health" report criticizes the high price of popular whitening brands and recommends a "few relatively inexpensive, top- cleaning products -- may help keep the teeth a little whiter."

"It is curious that Consumer Reports puts the value of a cup of coffee a week as too high a price to pay for a toothpaste like Rembrandt that clearly offers more safe and effective oral care benefits, especially in terms of preserving the integrity of tooth structure," responded Dr. Ibsen.

Den-Mat Corporation, located in Santa Maria, CA, is one of the nation's largest manufacturers of professional dental materials and the makers of Rembrandt Oral Care Products for the consumer market.
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/CONTACT: Bette Light of Light Years Ahead, 213-650-2201/

CO: Den-Mat Corporation; Rembrandt Oral Care Products ST: California IN: HEA SU:

DM-MO -- LATH043 -- 1234 03/07/96 15:09 EST
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Date:Mar 7, 1996
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