A GLEAMING FUTURE

Retailers have been especially busy this year setting their oral care shelves with a large number of new toothpaste formulations, which are already well ahead of last year's number of introductions. Manufacturers are trying to boost the flat toothpaste category with products that offer multiple benefits and are sold at a higher price point. Here are just a few of the product launches this year:

ign. Additionally, Crest Extra Whitening will be launched in December and will also be a premium-priced item, offered in the same sizes with the same suggested retail pricing as MultiCare.

Aquafresh also introduced a new whitening gel toothpaste this summer in 4.3- and 6-ounce tubes. Suggested retail price was not available.

Mentadent rolled out Mentadent Advanced Whitening last spring. It is available in a 3.5-ounce pump, a 5.2-ounce pump and a 5.2-ounce refill. Suggested retail prices are $3.19 to $3.39 for the 3.5-ounce pump and the 5.2-ounce refill, and $3.59 to $3.79 for the 5.2-ounce pump.

Rembrandt has added three new products to its line this year: Rembrandt Dazzling White, Rembrandt Whitening Toothpaste with Fluoride for Canker Sore Sufferers, and Rembrandt Whitening Gel with Peroxide.

Rembrandt Dazzling White is a tooth-bleaching gel and toothpaste in one. Each kit contains four 1-ounce tubes of Dazzling White and a 1-ounce tube of Rembrandt Whitening Toothpaste, for post-bleaching maintenance. The kit, offering a four-week supply, carries a suggested retail price of $12.50.

Rembrandt Whitening Toothpaste with Fluoride for Canker Sore Sufferers is a low-abrasion formula designed to prevent canker sores and also fight plaque and tartar. It is available in a 3-ounce tube and carries a suggested retail price of $6.99.

And Rembrandt Daily Whitening Gel with Peroxide is available in a 2.5-ounce size with a suggested retail price of $4.99.

Block Drug Co. added a tartar-control item to its Sensodyne toothpaste line earlier this year. It is available in 2.1-, 4- and 6-ounce tubes. A company official said other launches in the category were expected this fall, but would not disclose details.

Warner-Lambert added two items to its Listerine toothpaste line in March -- a gel and a tartar-control paste. Both are available in 4.6- and 6.4-ounce sizes. The tartar-control brand has been supported by freestanding inserts, sampling and advertising. The company also put promotional labels for the toothpaste line on 10 million Listerine bottles.

Colgate introduced Colgate Tartar Control Plus Whitening toothpaste in August. Available in 4.6-, 6.4- and 8.2-ounce tubes and a 6-ounce stand-up tube, the line is priced with Colgate's base brand. Promotional support includes an advertising campaign, couponing and in-store merchandisers featuring a "Try Me Free" refund offer.