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Whitener pens niche with cosmetics

Out-of-the-carton thinking for BriteSmile Inc., Walnut Creek, CA, has pushed the retail version of its product into a premium niche at cosmetics counters.

Pw 11789 Britesmile

The company debuted its BriteSmile To Go teeth whitener pens in late summer 2004 in a convenient, reclosable custom-made “case.” The blue case has a silky texture that emulates the look and feel of cases commonly used for luxury writing instruments to perfectly match the pen-brush applicator. The distinctive look and feel is courtesy of FiberMark’s Corvon® Iridescent material, a 7-mil latex-saturated, paper-based material that’s applied to the plastic case itself. The Corvon is printed with the brand identification in one color, silver.

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