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J&J Reformulates Listerine Agent Cool Blue

November 17, 2008

Johnson & Johnson Healthcare Products has reformulated Listerine Agent Cool Blue, its pre-brush mouthrinse that helps children brush better for a cleaner, brighter smile. The unique, alcohol-free formulation temporarily tints kids teeth blue so they pay more attention to cleaning their teeth. Half of kids between the ages of five and nine will have a cavity or filling, according to the U.S. Department of Health and Human Services, and a recent StrategyOne and Harris Interactive survey of parents with children ages six to 12 revealed that 50% of parents are unsatisfied with their child’s oral care habits.

Available in Glacier Mint and Bubble Blast, 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. The formulation features an enhanced preservative system, replacing the product that was voluntarily recalled in April 2007 after determining 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.
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