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REMBRANDT WHITENING TOOTHPASTE MAINTAINS ITS WINNING POSITION; STORE SCANNER DATA REPORTS TOOTHPASTE HOLDS TOP DOLLAR SALES RANK

 LOS ANGELES, July 9 /PRNewswire/ -- Rembrandt Whitening Toothpaste, original and mint flavor, have been respectively the No. 1 and No. 2 selling toothpastes in drug store dollar volume sales, according to the recently released Information Resources Inc. (IRI) store scanner data report for first quarter 1993.
 IRI is one of the nation's top data collecting firms using the latest scanner information gathered when store clerks slide products bearing a bar code across a scanner connected to a cash register. According to IRI, Rembrandt Whitening Toothpaste held the No. 1 and No. 2 positions in seven of the eight U.S. geographic regions.
 On drug store shelves for only 21 months, Rembrandt Whitening Toothpaste has had a strong and steady ascent, outselling many long- established brands in dollar volume. It has remained the No. 1 selling toothpaste in dollar volume to drug stores for 14 of the past 21 months according to Towne Oller & Associates, a subsidiary of IRI, compiling data on warehouse product orders and shipments to stores.
 "This new data shows that premium, high performance oral care products have solid consumer appeal with Rembrandt spearheading the category," says Barbara Ragon, marketing director for Rembrandt Oral Care Products, a division of Den-Mat Corp.
 Rembrandt Whitening Toothpaste also performed impressively in food stores according to IRI, outselling 97 percent of all toothpaste products (in dollar volume) in its original flavor and 90 percent in mint flavor.
 For its first full quarter on the shelves, clear, alcohol-free Rembrandt Mouth Refreshing Rinse had a strong showing according to IRI's scanner data. The mouthrinse out-sold 90 percent (in dollar volume) of mouthwashes in drug stores -- running neck-and-neck with Bausch and Lomb's alcohol-free Clear Choice. Rembrandt achieved this level of performance with 40 percent lower distribution than Clear Choice. According to Ragon, Rembrandt Mouth Refreshing Rinse expects to improve this performance as distribution to food and drug stores steadily increases.
 Among highly reported health and safety issues that may be affecting sales of non-alcohol mouthwash presently and in the months ahead is the hazard of young children being poisoned by drinking their parents' mouthwashes (some with as much as 27 percent alcohol). The Consumer Product Safety Commission, the American Association of Poison Control Centers and the American Dental Association, among other groups, have sought to require manufacturers of mouthwashes containing 5 percent to 27 percent alcohol to use child-resistant packaging.
 No requirements have been placed on manufacturers by the Consumer Product Safety Commission at this time. But the American Dental Association announced that manufacturers will not be able to gain the ADA "Seal of Acceptance" from the associations' Council on Dental Therapeutics if their product contains more than 5 percent alcohol unless they have child-resistant packaging and warning labels. Several manufacturers have already volunteered to make their packaging child- resistant.
 Newly added to the Rembrandt family of oral care products are Natural Rembrandt Whitening Toothpaste with no artificial ingredients and packaged in a recyclable box printed with vegetable dyes; Rembrandt Whitening Toothpaste for Sensitive Teeth; and Berry Flavor Rembrandt Whitening Toothpaste for Kids.
 Rembrandt Oral Care Products is a division of Den-Mat Corp. of Santa Maria, Calif. Den-Mat is a leading manufacturer of professional dental restorative materials. Den-Mat is located at 2727 Skyway Dr., Santa Maria, CA 93456. For further information, call 800-548-3663.
 -0- 7/9/93
 /CONTACT: Bette Light of Kip Morrison & Associates, 310-274-6726, for Rembrandt Oral Care Products/


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

LS-JL -- LA003 -- 9812 07/09/93 09:45 EDT
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Date:Jul 9, 1993
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