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 version of the product 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."
