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Impression Healthcare forays into home teeth whitening

Targeting both premium and mass market teeth whitening customers.
Impression Healthcare forays into home teeth whitening
Company currently sells custom-fit, self-impression mouthguards

Impression Healthcare (ASX:IHL) has expanded its product offering to include two home teeth whitening brands, Denti and ITV, to be launched by the end of March 2017.

Australian-made Denti home teeth whitening kits can be used to take self-impressions of a user’s mouth and receive custom made teeth whitening trays.

The kits will be manufactured using the same technology a dentist would employ to provide a patient with an at-home whitening kit.

Impression Healthcare’s consumers will have access to the company’s products both off the shelf and via an online ordering process.

The company will also market whitening gel refills for the kit and Denti branded on-the-go whitening pens.

The ITW brand will be a competitively priced at-home teeth whitening product providing consumers with custom-fit teeth whitening solutions.

Impression Healthcare’s expansion into the teeth whitening market leverages its expertise and manufacturing capabilities in custom-fit dental devices.

It introduces a completely new product offering, for which demand is expected to be less seasonal than the company’s initial product offering of custom-fit, self-impression mouthguards.

Impression Healthcare has already established a marketing reach to over 1.15 million people in Australia, to which it can directly promote its teeth whitening product range.

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