By  on December 9, 2005

NEW YORK — Jonathan Levine, the dentist who coined the phrase "smile beauty" to introduce his GoSmile tooth-whitening brand, plans to trump his success in the prestige market with his latest venture, Smileceuticals.

The move aims to usher GoSmile, known for its ultrachic whitening ampules, into the wellness realm. Levine explained the expansion was designed to address the link between gum disease and inflammatory diseases, such as diabetes and heart disease, and "to offer systemic health through beauty."

"The mouth is the gateway to overall health," said Levine, adding that a recent spate of scientific studies will increase consumer awareness about the importance of gum health.

GoSmile will kick off the effort with Smileceuticals Balm, billed as a "lip facial." The vanilla-scented balm is infused with chamomile and vitamins A and E to soothe lips and boost moisture. Housed in a flip-top cap, the colorless balm will launch in March for $18.

The standout product of the line, a bacteria-fighting oral mist called Smileceuticals Elixir, is slated to bow the following month in Sephora, and to additional retailers three months later. The Elixir takes aim at alcohol-laden mouthwashes, which Levine explained can foster a drier, more acidic environment in the mouth and exacerbate bad breath.

Conversely, GoSmile's Elixir, housed in a sleek silver cylinder, is an alcohol-free alternative that keeps pH levels balanced, said Dr. Levine. The spray, described as an "immune response enhancer," contains essential oils of eucalyptus and menthol to freshen breath and aloe vera to soothe gums. It's also loaded with several proprietary ingredients, such as Pycnogenol, a "superantioxidant" said to reduce plaque buildup and decrease inflammation, and AC11, designed to repair damaged DNA. The spray, which has a mint citrus flavor, will sell for $29, and refills will be available for $19 each. The company will support both initiatives with print advertising in health and beauty books, and a sampling campaign.

To spotlight the entry, Sephora — which earlier this year named Smile its fifth retail pillar — will move GoSmile from an endcap display to a gondola. The top shelf will stock Smileceuticals; the second will house GoSmile's whitening products, such as Advanced Formula B1, and the remaining shelves will contain maintenance products, such as GoSmile am/pm whitening toothpaste.Levine would not comment on sales, but industry sources estimate its breath-freshening products, which include the Elixir and GoSmile Daily whitening ampules, will generate $10 million to $20 million in retail sales over the next year.

Other retail partners, such as Henri Bendel, Saks Fifth Avenue and Nordstrom, are considering outfitting their stores with GoSmile Bars, an in-store boutique replete with stools and sampling tools, explained Stacey Levine, Jonathan Levine's wife and business partner. The brand currently is sold in 250 high-end department stores.

In the midst of the two launches, Levine also will be peddling his first book, "Smile! The Ultimate Guide to Achieving Smile Beauty," which is due in bookstores in March.

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