By  on May 27, 2014

LONDON — Unilever’s newest launch in the premium category — a toothpaste and tooth serum called Regenerate Enamel Science — will make its debut in Selfridges’ beauty hall in London Thursday.

The line will launch at a concession in the store’s ground floor beauty space that’s been designed to showcase the technology behind the Regenerate products. The personal-care firm is launching the line as an aesthetic and treatment product, which Unilever says can restore tooth enamel in the early stages of erosion.

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