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Sensodyne Extra Whitening toothpaste

This article was originally published in The Tan Sheet

Executive Summary

TV ads supporting the product's launch begin May 11, marketer Block Drug says. Formulated with calcium peroxide and silica, the toothpaste whitens teeth and contains potassium nitrate, "which builds against the pain of sensitive teeth." The product sells in 2.1 oz., 4 oz. and 6 oz. tubes, priced at about $2.70, $4.30 and $6.20, respectively. The toothpaste is available in food, drug and mass merchandise outlets...
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