Gillette enters teeth-whitening market with Rembrandt acquisition

03/24/2004 | USA Today · Los Angeles Times (tiered subscription model)

Gillette, the world's largest maker of razors and batteries, and the owner of Oral-B toothbrushes, will enter the growing market for teeth-whiteners with its purchase of Rembrandt from Den-Mat for an undisclosed amount. In a news release, the president of Gillette oral care said, " ... this acquisition places us in the dynamic whitening segment that will be a platform for future growth."

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