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

This article was originally published in The Rose Sheet

Executive Summary

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.

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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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