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, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...
'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) antitrust law and the promotion of consumer protection. The FTC shares jurisdiction ov ...
to divest itself of Rembrandt.
Consequently, it sold Rembrandt to
Johnson & Johnson
Johnson & Johnson (J&J) is an American multinational corporation founded in 1886 that develops medical devices, pharmaceuticals, and consumer packaged goods. Its common stock is a component of the Dow Jones Industrial Average and the company i ...
'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 (which has been mined as a gemstone for centuries), and ...
.
In a study published in 2011 in the ''Journal of Clinical Dentistry'', Rembrandt Intense Stain was found to have a
relative dentin abrasion 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), is a common condition characterized by the repeated formation of benign and non- contagious mouth ulcers (aphthae) in otherwise healthy individuals. The informal term ''canker sore'' ...
) 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 . It is an anionic surfactant used in many cleaning and hygiene products. This compound is the sodium salt ...
(SLS), an ingredient that a Swedish study showed was dramatically correlated with canker sores.
See also
*List of toothpaste brands
Toothpaste is a gel dentifrice used in conjunction with a toothbrush to help clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene; it functions as an abrasive agent that helps to remove dental plaque ...
*Index of oral health and dental articles
Dental pertains to the teeth, including dentistry. Topics related to the dentistry, the human mouth and teeth include:
__NOTOC__
A
:Abfraction •
Abrasion •
:Academy of General Dentistry •
:Acinic ...
References
{{Reflist, 30em
External links
REMBRANDT
Brands of toothpaste
Oral hygiene
Former Procter & Gamble brands
Products introduced in 1990