Start-up Toothpaste Hooks up with Victoria's Secret

Move over Crest. Starbrite Whitening Toothpaste, a newcomer to a very crowded category, has a date with Victoria's Secret.

Last week, the toothpaste made its debut in 71 Victoria's Secret stores, arriving packaged in a bright pink box to compliment the chain's signature pink-branded theme. The product will be sold for $6.99 and located near the near check-out counters. Some 6,000 samples will be handed out at select stores with every purchase during November and December. Another 2,100 samples will be distributed to sales reps for them to try.

In addition, The Venetian and Wynn Hotels in Las Vegas will also place the toothpaste in guest rooms and sell it in hotel stores. The tooth whitening paste, entering an $8 billion industry, is not available at national retail stores.

The new product is being introduced by cosmetic dentist, Dr. Debra Glassman.

MoxieTM an international brand and package design firm, created the packaging.

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