Listerine tinting rinse reintroduced

Sept. 30, 2008
Reformulated prebrush rinse helps kids attain brighter smiles

MORRIS PLAINS, New Jersey--Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc. has introduced new Listerine Agent Cool Blue.

Agent Cool Blue is a pre-brush mouthrinse that helps children, ages six and older, attain brighter smiles. The alcohol-free formulation helps engage kids in their oral care routine by temporarily tinting teeth blue so they pay more attention to cleaning their teeth.

Despite parents' best efforts, the incidence of cavities is on the rise. Fifty percent of kids between the ages of 5 and 9 will have a cavity or filling, according to the U.S. Department of Health and Human Services.

Additionally, a recent survey of parents with children, ages six to 12, conducted by StrategyOne and Harris Interactive, revealed that 50 percent of parents are unsatisfied with their child's oral care habits.

"Children's formative years are an important time to teach healthy habits and set the foundation for good oral health," said Dr. Kaneta R. Lott, board-certified pediatric dentist and a member of the American Academy of Pediatric Dentistry. "Listerine Agent Cool Blue helps support parents in this effort by serving as a great cleaning guide for their kids while giving a sense of accomplishment that they are doing a good job to reinforce the positive behavior."

Available in two kid-friendly flavors, Glacier Mint and Bubble Blast, Listerine Agent Cool Blue is recommended for daily use, immediately before brushing. The product features a measuring dispenser that helps ensure children use the right amount.

This new formulation of Listerine Agent Cool Blue also features an enhanced preservative system, replacing the product that was voluntarily recalled in April 2007 after it was determined that the preservative system was not adequate.

"We're proud to bring back a reformulated Listerine Agent Cool Blue that features an enhanced preservative system and that has undergone rigorous quality assurance testing, as we know parents and dental professionals valued its role in improving children's oral care routines," said Kathy Weber, vice president, Oral Care, Johnson & Johnson Healthcare Products Division of McNEIL-PPC. "As a leader in oral care for more than a century, we are committed to helping parents ensure kids achieve their healthiest smiles with a growing children's oral care portfolio of products."

Kids who have mastered their brushing skills using Listerine Agent Cool Blue can easily graduate to Listerine Smart Rinse, an anticavity fluoride postbrush rinse that helps strengthen teeth and kills the germs that cause bad breath.

It works like a magnet to attract what brushing may leave behind and tints the particles. This helps deliver the fluoride children need to protect against cavities.

The product is available at supermarkets, drug stores and mass retail chains nationwide for a suggested retail price of $5.29.

For more information, visit Listerine. To learn more about children's oral health and hygiene, visit the American Academy of Pediatric Dentistry Web site at American Academy of Pediatric Dentistry.

To read more about Listerine, go to American Academy of Pediatric Dentistry.

To comment on this product, go to PennWell Dental Community site.