Executive Summary

Den-Mat 2-hour tooth whitening kit containing double-barrel syringe, bleaching gel, comfort-fit mouthguards available now in food, drug and mass market outlets for $19.99, the firm announces Aug. 28. Rembrandt 2-Hour White Kit labeling instructs users "to wear the mouthguard filled with specially formulated gel for 20 minutes at a time with 10 minute breaks for a total of two hours." The product also is indicated for extended use of four hours. Den-Mat is positioning the 2-hour whitening kit as a faster alternative to "at-home bleaching systems [that] require two weeks of daily use for results" such as Colgate-Palmolive's Simply White Night whitening gel, which reached shelves in April (1"The Tan Sheet" April 21, 2003, p. 8)...