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WaterPik Whitening Flosser Launch Adds Shine To Church & Dwight Results

Executive Summary

Firm says it also looks to grow WaterPik sales with investment in international channels. Water Pik subsidiary says Whitening Water Flosser mixes a whitening agent with water, using its proprietary Whitening Infuser technology, and is sold with a 30-day supply of whitening tablets.

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Church & Dwight acquires Water Pik Inc. for $1bn in a deal that will give the Arm & Hammer marketer access to the dental professional market, expand its oral care device business and stretch international distribution of water flosser products which already have 90% US market share.

Church & Dwight Hooks Future Growth To International And Internet Sales

The growth of e-commerce and other digital capabilities is introducing online search engines' own brands as competition for Church & Dwight's and other firms' dietary supplements and personal and household care products, says CEO Matthew Farrell.

Church & Dwight Makes A Toppik Of E-Commerce Sales Growth

CEO Matthew Farrell says 1% to 3% of the firm's sales currently are online, a range he called equal to most other firms competing in the same spaces. But with around a third of the sales for the recently acquired Toppik hair growth line online, C&D firm expects to extrapolate that e-commerce acumen to its other lines.

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