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The Makers of LISTERINE® Revolutionize the Teeth Whitening Experience With the Launch of LISTERINE WHITENING® Quick Dissolving Strips


Leading oral care brand delivers dissolvable whitening strips to the growing number of consumers who want whiter teeth and more convenient options

Morris Plains, NJ– The makers of LISTERINE® invented the mouthwash category more than 100 years ago, and today the brand will revolutionize the whitening strip experience. New LISTERINE WHITENING® Quick Dissolving Strips discreetly dissolve on teeth within five to 10 minutes on average, giving people the freedom to whiten when and where they choose. There is nothing to remove and no rinsing or brushing is required afterward. Once LISTERINE WHITENING® Quick Dissolving Strips dissolve, what’s left is a clean mint taste, fresher breath and, after two weeks of use, a noticeably whiter smile.

Thanks to the proprietary technology behind LISTERINE WHITENING® Quick Dissolving Strips, the many consumers who are dissatisfied with current at-home whitening choices have a new option that fits seamlessly into their lifestyles. While a study recently conducted for the makers of LISTERINE WHITENING® shows that the majority of Americans surveyed believe that having white teeth makes them feel healthy, attractive, and successful, almost three quarters (72 percent) have not tried teeth whitening strips; and a third said that current whitening strips seem altogether too inconvenient to use.

“This new product meets a demand that consumers have made clear,” said Lisa Lieberman, senior product director for LISTERINE WHITENING®. “People told us they wanted a quick, easy teeth whitener that fits into their busy lifestyles. The makers of LISTERINE® have brought innovation to oral care for more than 100 years, and we are now the first leading oral care brand to introduce a dissolving strip that has the potential to revolutionize the whitening experience.”

How LISTERINE WHITENING® Quick Dissolving Strips Work

New LISTERINE WHITENING® Quick Dissolving Strips provide a noticeably whiter smile in just two weeks. Designed to work on upper or lower teeth, the LISTERINE WHITENING® Quick Dissolving Strip features unique multi-layer film technology that releases a proven whitening ingredient that penetrates stains and leaves teeth noticeably whiter. LISTERINE WHITENING® Quick Dissolving Strips also kill more than 99 percent of bad breath germs, providing a clean mouth feel with a refreshing mint taste.

This new technology delivers an improved whitening experience in the form of a discreet, convenient, dissolvable strip. The dissolving strips are a safe and effective way to whiten teeth; they contain the same enamel-safe whitening ingredient used by dentists and found in over-the-counter, at-home whitening products. With LISTERINE WHITENING® Quick Dissolving Strips, however, Americans are finally free to whiten teeth while going to the movies, playing outdoor sports and shopping – activities most people previously avoided while using existing whitening strips.

LISTERINE WHITENING® Quick Dissolving Strips are a marriage of consumer insight and technological innovation – the same combination that produced LISTERINE WHITENING® Pre-Brush Rinse, which debuted in 2005 and is now found in more households than any other dedicated whitening product.

Beginning in August 2007, LISTERINE WHITENING® Quick Dissolving Strips will be available at all major retailers for a suggested retail price of $23.99-$26.99 for one 14-day treatment (56 strips). For more information, visit


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