Retailers have something to smile about in the oral care category. While teeth-whitening products surfaced several years ago, new innovations and advanced delivery systems providing effective results in the comfort of consumers' homes have piqued greater interest in the oral care aisles, according to retailers. The front-runners in the whitening sector, Procter & Gamble's Crest Whitestrips and Colgate-Palmolive's Simply White, brought more visibility and trade-up opportunities compared ...

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