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New Listerine whitening strips

This article was originally published in The Tan Sheet

Executive Summary

Johnson & Johnson's Listerine business announces July 23 the launch of Listerine Whitening Quick Dissolving Strips, which "discreetly dissolve on teeth within five to 10 minutes," eliminating the need for users to rinse or brush, the firm says. The strips employ a "unique multi-layer film technology" that releases a whitening ingredient while also eliminating more than 99% of germs that cause bad breath, the Morris Plains, N.J.-based firm states. The strips will be available in retail outlets in August and a 14-day treatment pack will carry an SRP of $23.99-$26.99. J&J acquired Listerine through the purchase of Pfizer's Consumer Healthcare division in December 2006 (1"The Tan Sheet" Dec. 18, 2006, p. 9)...

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