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Crest Rejuvenating Effects Brings Beauty Positioning To Oral Care

This article was originally published in The Tan Sheet

Executive Summary

Procter & Gamble's new multi-benefit dentifrice, Crest Rejuvenating Effects, will specifically target women by positioning itself primarily as a beauty product, according to the company

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Retail launch slated for May with ad support to follow, P&G says. About 300,000 kits have been sold over Internet, telephone, QVC since September and in dentists' offices since July for more than $10 mil.; $3.5 mil. in online sales is biggest Web launch for P&G, firm notes (1"The Tan Sheet" Sept. 18, p. 9). P&G estimates whitening kit market at $20 mil.-$25 mil. Drugstore.com offers advance ordering for WhiteStrips to ship May 7 free of mailing charges

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