DenMat Acquires Fluoridex® Toothpastes & Rinse Portfolio

Posted on January 5, 2017

January 4, 2017 Lompoc, CA –DenMat, a leading manufacturer of innovative esthetic dentistry and advanced oral health solutions, has acquired the Fluoridex brand and product portfolio from Philips Oral Healthcare, the makers of Sonicare. Originally a Discus Dental product, Fluoridex is a premium line of prescription-strength fluoride toothpastes and a mouthrinse, indicated for the treatment and prevention of dental caries, and available exclusively through dental professionals.

As of January 3, 2017, the entire Fluoridex line, including sales, marketing and manufacturing, have been transferred to DenMat. DenMat’s Fluoridex products are identical to the previous Philips products, including the same formulas, ingredients, and raw materials such as tubes, bottles and caps. DenMat’s global headquarters in Lompoc, California has begun distribution of Fluoridex for US-based customers, and DenMat will utilize the same Canadian distribution facility that has managed Fluoridex order-fulfillment in Canada for the past 10 years.

A Loyal Following

The Fluoridex product line was launched by Discus Dental in 1998 in an effort to provide dental professionals with a prescription-strength solution that could immediately be dispensed to high risk and/or immunocompromised patients, ensuring compliance and improved oral health. Robert Cartagena, DenMat’s Chief Operating Officer and former Chief Operating Officer for Discus Dental, explains the history behind and the relevance of this product line for dental practices: “Fluoridex has a long history of brand preference and customer loyalty. Simply put, patients love the taste and the ease of use of Fluoridex products, while clinicians love the fact that their patients are more likely to be compliant with treatment if they have immediate access to the proper oral care solutions. We’re thrilled that the same great Fluoridex products introduced by Discus Dental are now available exclusively from DenMat,” says Cartagena.

Formulas Patients Need; Tastes They Love

Fluoride, the active ingredient in Fluoridex products, has been shown to prevent and control dental caries, and to enhance enamel remineralization. Fluoridex toothpastes contain 1.1% neutral sodium fluoride, concentrated at 5000 parts per million — more than four times the active ingredient of non-prescription brands. As an adjunct for patients with tooth or gum sensitivity, Fluoridex Daily Renewal Rinse contains concentrated 0.63% stannous fluoride.

Fluoridex is recommended for a wide range of patients, including those with current and recent caries, xerostomia, orthodontic appliances, extensive restorations and those over the age of 65. A recent study shows that nearly twice as many patients reported they would brush daily with Fluoridex rather than competing toothpastes.*

The New Era

DenMat will continue to offer the same products previously offered by Philips Oral Healthcare:

1.     Daily Defense Toothpaste— inhibits bacterial activity and enhances remineralization

2.     Sensitivity ReliefToothpaste— includes 5% potassium nitrate for sensitivity relief

3.     Sensitivity Relief SLS FreeToothpaste— includes 5% potassium nitrate for sensitivity relief, without added sodium lauryl sulfate (SLS)

4.     Enhanced WhiteningToothpaste— provides the anti-caries benefits of professional-strength fluoride, plus silica to help remove surface stains without the use of hydrogen peroxide

5.     Daily Renewal Rinse— offers prescription-strength caries protection and dental desensitization for patients with sensitivity

“Fluoridex is a natural fit within DenMat’s growing oral hygiene portfolio, and further strengthens our value proposition to help dental practitioners grow their practices,”explains Matt Whelan, Chief Sales & Marketing Officer for DenMat.“These products perfectly complement the latest and greatest Rotadent® power toothbrush – Rotadent ProCare™ – which we introduced in 2016. Together, Rotadent ProCare and Fluoridex offer dental professionals a unique pairing of premium homecare solutions, with proven track records of compliance, not available through retail distribution.”

Rotadent is the only power toothbrush clinically proven to be as effective as brushing and flossing combined, making it a true one-step system designed to simplify and streamline homecare. Learn more about Fluoridex and Rotadent ProCare at one of DenMat’s Soft Tissue Management® Continuing Education courses across North America.

References:

*Meczka Marketing/Research/Consulting, Inc. Toothpaste Preference Test. April 2012

Boyd RL, Murray P, Robertson PB. Effect on periodontal status of rotary electric toothbrushes vs. manual toothbrushes during periodontal maintenance. I. Clinical results. J Periodontal. 1989;60(7):390-395. 1991;15(5):229-234.

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