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Rembrandt

This article was originally published in The Rose Sheet

Executive Summary

Oral care brand's focus on prestige beauty expands with placement in Sephora, building on current Nordstrom and Saks Fifth Avenue distribution, Den-Mat says. Premium-priced White Lightning kit will debut exclusively at all U.S. Sephora locations and on Sephora.com in spring. Whitening kit, which includes OTC version of firm's American Dental Association-accepted bleaching system, will emphasize aesthetic appeal of clean, white teeth. Retailing for $65 and aimed at "young, sophisticated" consumers, White Lightning kit includes bleaching gel, heat-and-bite mouthguard, Rembrandt Plus Toothpaste with peroxide, toothbrush, floss, towel and shade guide packaged in white cloth bag designed to meet beauty retailer's "sophisticated upscale look." Den-Mat recently launched Rembrandt Plus Superior Bleaching System in mass doors for $32.50 (1"The Rose Sheet" Jan. 29, p. 12)

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Lower-Priced Rembrandt 3-in-1 Targets Wider Consumer Base

Rembrandt 3-in-1, a combination product comprising a whitening toothpaste, bleaching gel and whitening rinse, is positioned to attract a wider consumer audience than other Rembrandt whitening items due to its lower price point, Den-Mat said.

Lower-Priced Rembrandt 3-in-1 Targets Wider Consumer Base

Rembrandt 3-in-1, a combination product comprising a whitening toothpaste, bleaching gel and whitening rinse, is positioned to attract a wider consumer audience than other Rembrandt whitening items due to its lower price point, Den-Mat said.

Rembrandt Plus Bleaching Kit Positioned As Adjunct To Dentist Whitening

Rembrandt Plus Superior Bleaching System kit, a lower-concentration of a more than 10-year-old professional product, is being marketed to dentists as an over-the-counter complement to new whitening technologies, Rembrandt Oral Care said.

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