The brand was introduced around 1982 by Unilever, and sold to Church and Dwight in 2003.
- Mentadent Replenishing White
- Mentadent Advanced Whitening
- Mentadent Advanced Cleaning with Breath Freshening
- Mentadent Advanced Care
- Mentadent White System
Mentadent is most notable for its unique toothpaste dispenser: a dual chamber pump. This design is intended to keep two ingredients separated until they are dispensed. Upon brushing, the ingredients will react with each other in the mouth. Both the toothpaste (formula) and the design of the pump were originally invented and then patented by Hans Schaeffer - who later sold the patent.
In the majority of their toothpaste lines, the two separate ingredients are baking soda and peroxide. Upon brushing, baking soda and peroxide will combine to release oxygen bubbles. It is claimed that these bubbles will clean, whiten, and freshen the mouth.
Currently, they are marketing Mentadent Replenishing White with Liquid Calcium technology. Liquid Calcium refers to the combination of two separate ingredients: calcium and phosphate. Upon brushing, calcium and phosphate will combine to form calcium phosphate, one of the main components of tooth enamel. It is claimed that the calcium phosphate will fill in tiny stain-collecting crevices on the teeth, resulting in whiter, brighter teeth.
Mentadent, a subsidiary of Unilever, was one of the earliest brands to engage with consumers one-on-one using email marketing technology. The EchoMail platform was used for email advertising and to gather consumer data.
- Ayyadurai, VA Shiva (2013). The Email Revolution: Unleashing the Power to Connect. pp. 94–95. ISBN 978-1621532637.
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