Oral B/Rembrandt Whitening Strips whiten teeth in five days, the fastest such product in the mass market, according Gillette.

The company showcased the whitening strips at the National Association of Chain Drug Stores Marketplace tradeshow in San Diego June 21-24.

Gillette is positioning Oral B/Rembrandt Whitening Strips to go head-to-head with Procter & Gamble's Crest Whitestrips Premium , the market-leading product that claims to whiten teeth in seven days.

Whitestrips Premium launched earlier this year, priced at $34.99, and are worn twice a day for a half hour (¹ Also see "Crest Whitestrips Premium Offers Seven-Day Regimen At Higher Price" - Pink Sheet, 1 December, 2003., p. 12). By comparison, the Oral B/Rembrandt product will retail for $24.99 and is worn for 20 to 30 minutes a day minutes for five days.

Debuting in the mass market in early August, the peroxide-based system features wax strips that wrap around teeth to whiten both the front and the back. Whitening Strips come in a silver and blue box containing seven strips each for the top and bottom teeth.

The launch marks the first whitening introduction for Gillette since it acquired Rembrandt from Den-Mat this spring (² Also see "Gillette Enters Tooth Whitening Market With Rembrandt Acquisition" - Pink Sheet, 29 March, 2004., p. 9).

The product features both the Oral-B and Rembrandt names to leverage the equity of the franchises - a strategy the firm likely will rely on when launching future whitening products, Gillette said.

Also in August, Gillette will introduce Oral B/ Rembrandt Whitening Pen, a nighttime whitening formula contained in a pen delivery system, developed for consumers on-the-go.

The product is applied prior to bedtime and dissolves overnight. Formulated with ingredients including petroleum and hydrogen peroxide, the product features a sponge-tip applicator and will retail for $14.99.

Gillette will support the launch of both products with TV and print ads slated to break in the near term, the company claims.

Oral B/Rembrandt Strips Positioned As Fastest Tooth Whitener On The Market

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