Rembrandt Plus Bleaching Kit Positioned As Adjunct To Dentist Whitening
This article was originally published in The Rose Sheet
Executive Summary
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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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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