David Dintenfass, a P and G oral care marketing executive said that most people have a desire to whiten their teeth but are too pressed for time. The new peroxide-based "daily multicare" strips are specially formulated for everyday use that will lighten the coffee and red wine stains. To further save time, P and G has kept both upper and lower strips the same pouch.
This new tooth-whitener is expected to hit U.S. shelves in March will be available in 42 pouches for a suggested price of $39.99. The company's first tooth-whitening product in 2001- Whitestrips required twice-daily, 30-minute uses over two weeks for whitening to last six months. Subsequent versions have included Renewal, which targeted baby boomers with a promise to take years off their smiles.
According to Dintenfass, there has been a steady decline in the whitening market but the P and G's new five-minute strips is expected to give a boost to the market. "It's a pretty broad demographic. It applies to a lot of different consumers, working families, people with busy lives."
