Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc. Reintroduces LISTERINE(R) AGENT COOL BLUE(R) Tinting Rinse

Tuesday, September 30, 2008 General News
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Reformulated Pre-Brush Rinse Helps Kids Brush Better

for Cleaner, Brighter Smiles

MORRIS PLAINS, N.J., Sept. 29 /PRNewswire/ -- The leader in the adult and children's mouthwash category, Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc. introduces the new LISTERINE(R) AGENT COOL BLUE(R), a pre-brush mouthrinse that helps children, ages six and older, brush better for a cleaner, brighter smile. The unique, alcohol-free formulation in LISTERINE(R) AGENT COOL BLUE(R) engages kids in their oral care routine by temporarily tinting teeth blue so kids pay more attention to cleaning their teeth.

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Despite parents' best efforts, the incidence of cavities is on the rise. Fifty percent 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(1). Additionally, a recent survey of parents with children, ages six to 12, conducted by StrategyOne and Harris Interactive revealed that fifty percent of parents are unsatisfied with their child's oral care habits.

"Children's formative years are an important time to teach healthy habits and set the foundation for good oral health," said says Dr. Kaneta R. Lott*, board certified pediatric dentist and a member of the American Academy of Pediatric Dentistry. "LISTERINE(R) AGENT COOL BLUE(R) helps support parents in this effort by serving as a great cleaning guide for their kids while giving a sense of accomplishment that they are doing a good job to reinforce the positive behavior."

Available in two kid-friendly flavors, GLACIER MINTTM and BUBBLE BLAST(R), LISTERINE(R) AGENT COOL BLUE(R) is recommended for daily use, immediately before brushing. The product features a measuring dispenser that helps ensure children use the right amount. This new formulation of LISTERINE(R) AGENT COOL BLUE(R) also 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(R) AGENT COOL BLUE(R) 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. "As a leader in oral care for more than a century, we are committed to helping parents ensure kids achieve their healthiest smiles with a growing children's oral care portfolio of products."

Kids who have mastered their brushing skills using LISTERINE(R) AGENT COOL BLUE(R) can easily graduate to LISTERINE(R) SMART RINSE(TM), an anticavity fluoride post-brush rinse that helps strengthen teeth and kills the germs that cause bad breath. It works like a magnet to attract what brushing may leave behind and tints the particles - leaving proof in the sink of a cleaner mouth for parents and kids to see while also delivering the fluoride children need to protect against cavities.

The product is available at supermarkets, drug stores and mass retail chains nationwide for a suggested retail price of $5.29.

For more information about LISTERINE(R) AGENT COOL BLUE(R) and LISTERINE(R) SMART RINSE(TM), visit To learn more about children's oral health and hygiene, please visit the American Academy of Pediatric Dentistry Web site at

About Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc.

Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc. is a leader in the consumer oral health and whitening market with LISTERINE(R) Antiseptic Mouthwash, LISTERINE(R) WHITENING(R) Quick Dissolving Strips, LISTERINE(R) WHITENING(R) Pre-Brush Rinse, REACH(R) toothbrushes, REACH(R) floss, and REMBRANDT(R) tooth whitening products. The Company is committed to improving the well-being and health of all consumers through product innovation and support of organizations including Healthy Smiles, Healthy Children: The Foundation of the American Academy of Pediatric Dentistry and the Office of Head Start (OHS).

About Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc

Kids' Oral Care Product Portfolio

Leveraging its expertise and tradition of these brands, the Company is proud to offer an exclusive line of children's products, intended to address oral hygiene and develop good habits including, LISTERINE(R) SMART RINSE(TM), LISTERINE(R) AGENT COOL BLUE(R), REACH(R) WONDER GRIP(R) toothbrushes and REACH(R) character toothbrushes and toothpaste.

Survey Methodology

StrategyOne, an applied-research consulting firm, conducted a nationally representative online survey among 500 parents living with children 6-12 years old in the U.S. to assess perceptions of their children's oral care and oral hygiene habits. The survey, which has a margin of error of plus or minus 4.4 percent at the 95 percent confidence level, was conducted using the online field services of Harris Interactive.

(1) US Department of Health and Human Services. Oral Health in America: A Report of the Surgeon General -- Executive Summary. Rockville, MD: US Department of Health and Human Services, National Institute of Dental and Craniofacial Research, National Institutes of Health, 2000.

*Dr. Lott is a consultant to Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc.

Contact: Steve Schonberg Edelman (212) 704-4494 Kristina Chang Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc. (973) 385-4370

SOURCE Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc.

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