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Enamelon

This article was originally published in The Tan Sheet

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Executive Summary

National shipments of Enamelon Whitening anticavity fluoride toothpaste to begin in the second quarter to food, drug and mass merchandisers. The Enamelon line extension is said to offer a "unique formula that not only whitens but also strengthens teeth." Calcium whiteners "gently remove stains and whiten teeth, while the patented Liquid Calcium formula with fluoride penetrates to strengthen tooth enamel and helps prevent tooth decay," the company says. The product will join the Enamelon "all family" toothpaste, introduced in early 1998. Enamelon says its new sales team will play an important role in the launch. The company recently hired VP-Sales Louis Machin and three regional sales directors

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This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

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