Guthy-Renker Adds Oral Care to Its Roster

Manhattan-based celebrity dentist Dr. Irwin Smigel has signed on with Guthy-Renker to create an infomercial for the Supersmile teeth whitening products, which is scheduled for a soft launch in February.

Smigel’s company had sales of about $20 million through outlets such as QVC and 1,500 stores nationwide, but Guthy-Renker executives insist sales could triple by the end of 2012.

According to G-R, the two-month soft launch will test various prices, bonuses and products such as Supersmile’s Professional Whitening System, Whitening Pre-Rinse, Activating Rods and Tongue Cleaner. An edited version based on the soft launch is expected to launch soon after.

That’s pretty bullish thinking, but unlike other G-R brands such as Proactiv and Meaningful Beauty, Guthy-Renker will not have ownership in Smigel’s oral care line.