The Gillette Co. has said that it will buy the Rembrandt tooth-whitener line from Den-Mat Corp.

The transaction is expected to close in the second quarter. Terms were not disclosed.

Rembrandt makes whitening toothpastes, mouth rinses, bleaching kits and breath fresheners for both consumers and professional use. It had about $73 million in 2003 sales, a Gillette spokesperson said.

Rembrandt complements Gillette’s $1.3 billion Oral-B business.

“Rembrandt is a well-established, premium-priced whitening brand with strong consumer loyalty and excellent U.S. retail distribution and shelf position,” said Bruce Cleverly, president, Gillette Oral Care in a statement. “While we will continue our focus on Oral-B’s core franchise in manual and power brushing, this acquisition places us in the dynamic whitening segment that will be a platform for future growth.” BBDO, New York City, handles Oral-B advertising for Boston-based Gillette.

The tooth whitener category is a $2.5 billion business and growing steadily, led by Procter & Gamble’s Crest Whitestrips. The segment is expected to reach $3 billion in sales by 2007, per Packaged Facts.

Privately held Den-Mat is based in Santa Maria, CA.

The Gillette Co. has said that it will buy the Rembrandt tooth-whitener line from Den-Mat Corp.

The transaction is expected to close in the second quarter. Terms were not disclosed.

Rembrandt makes whitening toothpastes, mouth rinses, bleaching kits and breath fresheners for both consumers and professional use. It had about $73 million in 2003 sales, a Gillette spokesperson said.

Rembrandt complements Gillette’s $1.3 billion Oral-B business.

“Rembrandt is a well-established, premium-priced whitening brand with strong consumer loyalty and excellent U.S. retail distribution and shelf position,” said Bruce Cleverly, president, Gillette Oral Care in a statement. “While we will continue our focus on Oral-B’s core franchise in manual and power brushing, this acquisition places us in the dynamic whitening segment that will be a platform for future growth.” BBDO, New York City, handles Oral-B advertising for Boston-based Gillette.

The tooth whitener category is a $2.5 billion business and growing steadily, led by Procter & Gamble’s Crest Whitestrips. The segment is expected to reach $3 billion in sales by 2007, per Packaged Facts.

Privately held Den-Mat is based in Santa Maria, CA.