Rembrandt toothpaste
{{short description|American brand of toothpaste}}
{{Use mdy dates|date=April 2014}}
{{infobox brand
| name = Rembrandt toothpaste
| logo =
| image = File:RembrandT I.png
| caption = Rembrandt Intense Stain toothpaste
| type = Toothpaste
| currentowner = Ranir LLC
| origin = United States
| introduced = {{start date and age|1990}}
| discontinued = Gentle White line, in {{end date and age|2012}}
| related =
| markets =
| previousowners = Den-Mat Corp.; Gillette; Johnson & Johnson
| trademarkregistrations =
| ambassadors =
| tagline =
| website = [https://www.rembrandt.com/ REMBRANDT]
}}
Rembrandt toothpaste is an American brand of toothpaste.{{cite web|url=https://www.latimes.com/health/la-xpm-2011-jul-04-la-he-skeptic-whitening-toothpaste-20110704-story.html |author=Chris Woolston|title=The Healthy Skeptic: Whitening toothpastes |work=Los Angeles Times |date=July 4, 2011 |access-date=April 12, 2014}}{{cite book|url=https://archive.org/details/powerofpersuasio00levi |url-access=registration |title=The Power of Persuasion: How We're Bought and Sold |author=Robert Levine |publisher= John Wiley & Sons|date=2003|page=[https://archive.org/details/powerofpersuasio00levi/page/97 97]|isbn=978-0-471-26634-1 }}
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.{{cite book|url=https://archive.org/details/risingtide00davi |url-access=registration |title=Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble|page=[https://archive.org/details/risingtide00davi/page/348 348] |author1=Davis Dyer |author2=Frederick Dalzell |author3=Rowena Olegario |publisher=Harvard Business Press |date= 2004|isbn=978-1-59139-147-0 }}{{citation|url=https://www.latimes.com/archives/la-xpm-2004-mar-24-fi-rembrandt24-story.html |title=Gillette to Purchase Rembrandt |newspaper=Los Angeles Times |date=March 7, 1995 |access-date=April 12, 2014}}{{citation|title=New owners sink teeth into DenMat|author=Stephen Nellis|date=November 25, 2011|newspaper=Pacific Coast Business Times|location=Santa Barbara, California|url=http://www.pacbiztimes.com/2011/11/25/new-owners-sink-teeth-into-denmat/}} In 2003, it had about $73 million in sales.
In 2004, Gillette purchased the Rembrandt brand.{{cite web|url=http://www.cosmeticsdesign.com/Business-Financial/Procter-Gamble-squeezes-toothpaste-operations-for-Gillette-buy |title=Procter & Gamble squeezes toothpaste operations for Gillette buy |publisher=Cosmeticsdesign.com |date=June 23, 2005 |access-date=April 12, 2014}} As part of Procter & Gamble's acquisition of Gillette in 2005, the company was required by the Federal Trade Commission to divest itself of Rembrandt.{{cite web|url=http://adage.com/article/news/johnson-johnson-buy-rembrandt-oral-care-line/47173/ |title=Johnson & Johnson To Buy Rembrandt Oral Care Line |work=Advertising Age|author=Jack Neff |date=October 24, 2005 |access-date=April 12, 2014}} Consequently, it sold Rembrandt to Johnson & Johnson's McNeil-PPC division.{{citation|url=https://www.chicagotribune.com/2014/03/05/loss-of-canker-sore-toothpaste-angers-loyal-users/ |title=Loss of canker sore toothpaste angers loyal users |author=Julie Deardorff|newspaper=Chicago Tribune |date=March 5, 2014 |access-date=April 12, 2014}}{{citation|last=Byron |first=Ellen |url=https://online.wsj.com/news/articles/SB117737878770779935 |title=Merger Challenge: Unite Toothbrush, Toothpaste |newspaper=Wall Street Journal |date=April 24, 2007 |access-date=April 12, 2014}}{{cite book|url=https://books.google.com/books?id=URwHAAAAQBAJ&pg=PA153 |title=Strategic Management: Competitiveness and Globalization, Concepts |author1=Michael Hitt |author2=R. Duane Ireland |author3=Robert Hoskisson |publisher=Cengage Learning |year= 2008|page=153 |isbn=9781111805135 }} That year, Rembrandt had sales that likely exceeded $100 million.
Products
Rembrandt Intense Stain and Rembrandt Deeply White toothpaste contain hydrated silica.
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) sufferers in 1993, reformulated the toothpaste in 2008, and changed its name to Rembrandt's Gentle White in 2012.{{cite book|url=https://books.google.com/books?id=JcrHUCvUKxMC&pg=PA122 |title=The People's Pharmacy Guide to Home and Herbal Remedies |author1=Joe Graedon |author2=Teresa Graedon |publisher=Macmillan |year=2002|page=122 |isbn=9780312981396 }} 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 (SLS), an ingredient that a Swedish study showed was dramatically correlated with canker sores.{{cite book|url=https://books.google.com/books?id=BjL2ddms5hYC&pg=PT747 |title=Prescription for Herbal Healing, 2nd Edition: An Easy-to-Use A-to-Z Reference to Hundreds of Common Disorders and Their Herbal Remedies |author1=Phyllis A. Balch |author2=Stacey Bell |publisher=Penguin |year= 2012|page=747|isbn=9781101580059 }}
Rembrandt discontinued the canker sore toothpaste line in 2012.
See also
{{Portal|Medicine|Companies}}
References
{{Reflist|30em}}
External links
- [https://www.rembrandt.com/ REMBRANDT]