THE POWER OF WHITE

Retailers are baring their teeth when it comes to talking whiteners. The tooth-whitener segment is blossoming with new formulations, higher dollar rings and growing volume. "It's the hottest segment, that's for sure, [based on] just the sales numbers," said Brad Fitt, health and beauty care category manager at Smith's Food & Drug Centers, Salt Lake City. "The customers are obviously wanting that benefit

Retailers are baring their teeth when it comes to talking whiteners. The tooth-whitener segment is blossoming with new formulations, higher dollar rings and growing volume. "It's the hottest segment, that's for sure, [based on] just the sales numbers," said Brad Fitt, health and beauty care category manager at Smith's Food & Drug Centers, Salt Lake City. "The customers are obviously wanting that benefit in toothpastes, and they are seeking it out."

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