Listerine launches dissolvable whitening strips

By Guy Montague-Jones

- Last updated on GMT

Oral care giant Listerine is to be the first major brand to market
whitening strips that are dissolvable and quick to use.

Achieving the sparkling all American smile with whitening strips ordinarily means having them stuck to your teeth for 30 minutes.

The new strips bleach the teeth with hydrogen peroxide and dissolve within five to 10 minutes after application.

The rational for the product, which will be available from all major US retailers from August 1, is that people were eager to whiten their teeth but unwilling to wear whitening strips for 30 minutes at a time "People told us they wanted a quick, easy teeth whitener that fits into their busy lives," said product director Lisa Lieberman.

The manufacturers claim that customers will be able to use the product while pursuing busy lives - going to the movies, playing outdoor sports or shopping.

The US market for teeth whitening kits alone is worth $244 million a year as Americans aim to achieve the perfectly white smile that is increasingly associated with health, beauty and success.

A recent study commissioned by Crest Whitestrips found that during simulated job interviews 65 percent of the eighty participants were viewed to be more professional after having their teeth whitened.

One in three respondents to another recent on-line survey by toothpaste manufacturer's Arm and Hammer said that they had or planned to whiten their teeth before their wedding.

The importance of a gleaming white smile is described by Dr Dacher Keltner, Professor of Psychology at Univeristy of California at Berkley.

Keltner said: "Visible from 200 feet, it is the intense focus of what other people look at, and a sign of our warmth, confidence and health."

Listerine is to be the first major brand to market whitening strips that are dissolvable and quick to use.

The suggested retail price of a 14-day treatment of the new whitening strips is $23.99-$26.99.

Oral care giant Listerine is to be the first major brand to market whitening strips that are dissolvable and quick to use.

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