With mass-market cosmetics sales sluggish, retailers are looking for brighter options.

Walgreens is tapping the synergy between oral care and beauty with a new line hitting shelves this month called Smile Illuminator Instant Whitening Kit from Luster Premium White. Toothpaste sales, according to IRI data for the 52-week period ended January 25, expanded more than 3 percent to just over $3 billion in all mass outlets.

“This is truly the first product that takes a cosmetic approach of integrating oral into a daily beauty regimen,” said Damon Brown, chief executive officer and cofounder of Luster Premium White. Brown said Walgreens was quick to jump at the concept because the chain has a major initiative to merge health and beauty.

The kit includes a two-step polish and boost system plus a bonus whitening tool that resembles a mascara tube. Called Revamp, the portable stain remover is suitable for touch-ups before going out or to prep for an Instagram post or a selfie. The kit retails for $14.99.

Brown, who saw a need for better whitening products from experience in his business partners’ dental practice, said retailers plan to capitalize on the link between white teeth and beauty by merchandising the kits near lipsticks or nail polish.

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A mobile-enabled Web site has been set up for Smile Illuminator. “Our consumers are looking online for content and this helps us compete against the big CPG [consumer packaged goods] companies,” Brown said. Luster Premium White produces an array of other whitening products sold in chains including Target, Wal-Mart and Kmart.

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