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Rembrandt

This article was originally published in The Tan Sheet

Executive Summary

Whitening products expand with Intense Stain Removal with Alumisil and patented Citroxain. Alumisil is a proprietary ingredient compared to "jeweler's paste"; Den-Mat division owns both patents. Available in "fresh mint" flavor, product is "specially formulated to remove deep stains caused by coffee, tea, red wine or smoking," labeling claims. Hitting shelves now, extension plays on several other Rembrandt whitening products introduced in last year, including Bleaching System Kit, Extra Whitening Fluoride and Rembrandt Plus with Peroxide. Intense Stain Removal will be worked into existing ads; company says shelf talkers are in place and couponing is imminent
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