Rembrandt toothpaste is an American brand of toothpaste.

History

In 1990, the Rembrandt toothpaste brand was developed and owned by closely held Den-Mat Corp, which had been founded in 1974 by dentist Dr. Robert Ibsen. In 2003, it had about $73 million in sales. In 2004,

Gillette Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G). Based in Boston, Massachusetts, United States, it was owned by The Gil ...

purchased the Rembrandt brand. As part of

Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio. It was founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/con ...

's acquisition of Gillette in 2005, the company was required by the

Federal Trade Commission The Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mission is the enforcement of civil (non-criminal) United States antitrust law, antitrust law and the promotion of consumer protection. It ...

to divest itself of Rembrandt. Consequently, it sold Rembrandt to

Johnson & Johnson Johnson & Johnson (J&J) is an American multinational pharmaceutical, biotechnology, and medical technologies corporation headquartered in New Brunswick, New Jersey, and publicly traded on the New York Stock Exchange. Its common stock is a c ...

's McNeil-PPC division. That year, Rembrandt had sales that likely exceeded $100 million.

Products

Rembrandt Intense Stain and Rembrandt Deeply White toothpaste contain

hydrated silica Hydrated silica is a form of silicon dioxide, which has a variable amount of water in the formula. When dissolved in water, it is usually known as silicic acid. It is found in nature as opal, and in the cell walls of diatoms- hence is found in d ...

. In a study published in 2011 in the ''Journal of Clinical Dentistry'', Rembrandt Intense Stain was found to have a

relative dentin abrasion Abrasion is the non-carious, mechanical wear of tooth from interaction with objects other than tooth-tooth contact. It most commonly affects the premolars and canines, usually along the cervical margins. Based on clinical surveys, studies have s ...

of around 90 (mildly abrasive) and was in the middle of those tested in terms of cleaning. Rembrandt offered Canker Sore Toothpaste for the benefit of "canker sore" (i.e.

aphthous stomatitis Aphthous stomatitis, or recurrent aphthous stomatitis (RAS), commonly referred to as a canker sore or salt blister, is a common condition characterized by the repeated formation of benignity, benign and non-contagious disease, contagious mouth ...

) sufferers in 1993, reformulated the toothpaste in 2008, and changed its name to Rembrandt's Gentle White in 2012. Johnson & Johnson marketed it as a whitening toothpaste that was gentle enough for people whose mouths were prone to canker sores. The company targeted, and the toothpaste was used by, canker sore sufferers. Approximately 20% of the general population suffer from canker sores, which can make eating, swallowing, or talking painful. Rembrandt's Gentle White does not contain

sodium lauryl sulfate Sodium dodecyl sulfate (SDS) or sodium lauryl sulfate (SLS), sometimes written sodium laurilsulfate, is an organic compound with the formula and structure . It is an anionic surfactant used in many cleaning and hygiene products. This compound ...

(SLS), an ingredient that a Swedish study showed was dramatically correlated with canker sores. Rembrandt discontinued the canker sore toothpaste line in 2012.

References

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External links

REMBRANDT
Brands of toothpaste Former Procter & Gamble brands Products introduced in 1990

History

Products

See also

References

External links