This article was originally published in The Rose Sheet
Dentifrice line from Den Mat expanded with Extra Whitening Fluoride toothpaste in six formulations: Original, Natural, Mint, Baking Soda, Sensitive and Canker Sore. The new version contains "maximum Citroxain," the company's patented whitening ingredient, to "safely whiten teeth beyond stain removal." The product joins recent toothpaste and mouthwash extensions introduced in May and is backed by a $10 mil. ad spend (1"The Rose Sheet" May 1, p. 8)
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Den-Mat is extending its Rembrandt whitening toothpaste franchise with a "Plus" version set to ship in early May. Rembrandt Plus With Peroxide will be supported with more than $10 mil. in advertising to consumers and dental professionals during the toothpaste's three- to six-month launch period.
With a push from the Organic Consumers Association, the National Organic Standards Board is recommending that the use of nanotechnology be strictly prohibited from products certified under the National Organic Program
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