Starbrite whitening toothpaste debuts at Victoria's Secret

A cosmetic dentist's proprietary toothpaste formula promises "celebrity star power and a white smile." Since late November, shoppers at 71 flagship Victoria's Secret stores have been able to purchase the new toothpaste, an advanced whitening formula, developed by Manhattan-based cosmetic dentist Dr. Debra Glassman, whose clientele includes celebrities such as Jessica Simpson, Randy Jackson and Usher. Starbrite whitening toothpaste, in a bright-pink tube and carton, aims to fit in with the Victoria's Secret signature pink-branded stores. While other whitening toothpaste packages look medicinal and clinical, Starbrite's pink color scheme is a departure, and was chosen just for that reason: To distinguish the product's cosmetic appeal. The tooth-whitening business being an $8 billion industry, Dr. Glassman hopes that Starbrite will make Victoria's Secret store shoppers smile.

Designed by Moxie(TM) (www.moxietm.com), the bright-pink package features a Starbrite brand mark with a large silver star in place of the letter "a." The star becomes the symbol for the brand. Smaller silver stars are used as a design element for bullet points and borders around the package. The tagline, "for a white celebrity smile," and a photo of Dr. Glassman along with her signature completes the endorsement on the package. Inside, the carton is printed in a pink-and-black leopard design. Moxie also created sample-size packages that will be given out in select Victoria's Secret stores with every purchase during November and December.

By January 2007, the product will be sold in all Victoria's Secret stores for $6.99. Future extensions of the line include a matching pink mouthwash and dental floss.

The Venetian and Wynn Hotels in Las Vegas will also be placing Starbrite toothpaste in its guest rooms and selling it in their hotel stores.