Rembrant Oral Health and Beauty

TORONTO, December 1, 2006 – Everyone has a mouth, and they are all good and bad at different things.  When you open it, you are telling the world who you are.  When you keep it closed, you do the very same.  It’s the only body part that can speak for itself.  It truly can be brilliant.

In an effort to care for brilliant mouths, the repackaged REMBRANDT® ORAL HEALTH AND BEAUTY™ will debut a line of tooth whitening pastes and treatments, including newly reformulated products, in February 2007. 

According to a recent survey, 70 percent of people said that they want a whiter smile, yet despite all the options available, only seven percent of households actually use whitening products.  REMBRANDT, the brand that pioneered whitening 20 years ago, is poised to once again bring innovation to oral care.

The new REMBRANDT ORAL HEALTH AND BEAUTY will remain anchored in the breakthrough scientific innovations that have always been an integral part of the brand.  In 1987, REMBRANDT was born when a Hollywood dentist created a whitening agent that was gentle enough to be used on the porcelain veneers his celebrity clients wore.  When the dentist realized that that same formula could be used to gently and effectively whiten real teeth, he introduced REMBRANDT as an at-home whitening paste.  

BRILLANT SCIENCE™: Scrub Your Floors, Not Your Teeth

Core to the efficacy of REMBRANDT toothpastes is CITROXAIN®, a proprietary blend of citrates, aluminum oxide and papaya fruit enzyme (papain) that works to effectively and gently break up extrinsic stains (you know, those stains formed on the tooth enamel).  First, the papaya and citrates break up the extrinsic stains, and then the alumina, made of tiny micro polishers, removes the stains.  The result is a whiter smile with minimal abrasion.

White Teeth Don’t Matter if There’s Nothing to Smile About

REMBRANDT offers a variety of toothpastes with the CITROXAIN Advantage including:

• REMBRANDT INTENSE STAIN™ Toothpaste which, in addition to CITROXAIN, contains ALUMISIL®, a simple combination of mild polishers and stain removers that clean and whiten gently

• REMBRANDT Complete Toothpaste, everyday Whitening with Tartar Control

• REMBRANDT Plus Toothpaste, extra whitening formula with low abrasion.

REMBRANDT toothpastes are proven to whiten without the use of harsh abrasives.  In fact, in Relative Dentin Abrasivity (RDA) testing, REMBRANDT products ranged from 50-70 in abrasivity, which is low for a whitening dentifrice, compared to other over-the-counter toothpastes, which can range as high as 200.

REMBRANDT also offers at-home whitening treatments that feature the same whitening ingredients used in the dentist’s office.  Treatments include:

• REMBRANDT Advanced Whitening Strips with FORMFIT™ technology
• REMBRANDT Whitening Strips with FORMFIT™ technology
• REMBRANDT Whitening Touch Up Pen
• REMBRANDT Professional Treatment Kit
• REMBRANDT 2-Hour White