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.