Gillette Finalizes Acquisition of Rembrandt Brand from Den-Mat

    April 16, 2004
    Acquistion further solidifies company's impressive array of oral health care products.

    The Gillette Company (NYSE:G) announced today that it has received the required regulatory approvals and has finalized the acquisition of the Rembrandt(R) brand of at-home and professional teeth-whitening products from Den-Mat Corporation of Santa Maria, California.

    The Rembrandt product portfolio includes whitening toothpastes,
    bleaching kits, mouth rinses and breath fresheners for consumer
    and professional use. Rembrandt is a division of Santa Maria,
    California-based Den-Mat Corporation, one of the leading
    manufacturers of cosmetic restorative dentistry and bio-medical
    products including the fast-growing Cerinate(TM) brand of
    porcelain laminates which offer people a painless way to reshape
    their smiles. Den-Mat was founded in 1974 by Dr. Robert Ibsen, a
    practicing dentist.