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Intros create buzz in tooth whitening segment.

NEW YORK -- Excitement abounds in the whitening category with launches from Johnson & Johnson (J&J) and Dentovations Inc.

J&J next month plans to debut Listerme Total Care + Whitening mouthwash, designed to visibly whiten teeth as well as restore enamel and fight plaque above the gum line. Also premiering in September under the Total Care + Whitening umbrella will be a Reach toothbrush with Micrawhitening calcium carbonate bristles to whiten teeth and remove stains, plus a Reach floss with baking soda and microgrooves to grab and remove plaque.

For its part, Dentovations in the spring introduced Luster White 7 Toothpaste in power white and sensitive teeth formulas to rave reviews in the media and at retail, says chief executive officer Damon Brown.

Even with limited distribution, Luster White 7 sales have "exploded," Brown says, making it the top-selling toothpaste SKU in drug stores for the four weeks ended June 13, according to SymphonyIRI Group Inc.

The growth was achieved with "aggressive in-store promotion, especially with Walgreens, which has been very supportive of the Luster brand since day one," Brown remarksl. "We believe that this is just the tip of the iceberg in terms of the potential for Luster White 7 Toothpaste. With increased distribution and marketing support, we expect this SKU to be the leading whitening toothpaste within the next 18 months."

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Title Annotation:ORAL CARE; Dentovations Inc.
Comment:Intros create buzz in tooth whitening segment.(ORAL CARE)(Dentovations Inc.)
Publication:Chain Drug Review
Article Type:Brief article
Geographic Code:1USA
Date:Aug 16, 2010
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