By  on December 1, 2011

Dr. Irwin Smigel, the Manhattan-based celebrity cosmetic dentist, and infomercial powerhouse Guthy-Renker are busy creating an infomercial for the creator of Supersmile teeth whitening products, which is scheduled for a soft launch in February.

Earlier this year, Smigel had planned to self-fund the infomercial and handle the back end but ultimately chose to partner with Guthy-Renker, which had been pursuing the Smigels for four years. The way Greg Renker sees it, the New York-based company, which has sales of roughly $20 million through outlets such as QVC and 1,500 stores nationwide, has the opportunity to triple sales in a year’s time. Lucia Smigel, wife of Dr. Smigel, who also serves as president and chief executive officer for the company, said abandoning their idea of handling the infomercial themselves was a hard one, but ultimately a smart one.

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