What’s the average woman’s beauty regimen? SPF moisturizer, followed by BB cream, eye shadow, liner and mascara and a quick swipe of lip color. What about a quick tooth brushing?
 
Often perfunctory, oral hygiene isn’t really considered part of the beauty routine—despite the fact that a bright white smile has been on trend for years.
 
Dentovations Inc. wants consumers to rethink their oral care regimen with the Luster Premium White: Smile Illuminator Instant Whitening Kit.  Billed by the Boston-based firm as an easy-to-use system that polishes, boosts and revamps teeth to re-energize smiles with zero tooth sensitivity, the Smile Illuminator offers instant results after one use and long-lasting whitening when incorporated into a daily beauty regimen, according to Damon Brown, CEO and co-founder of Dentovations, parent to Luster Premium White.
 
The kit, according to Brown, is the culmination of 14 years of product development by the firm. It borrows the most impactful elements from Luster Premium White’s suite of products to offer consumers a two-step system and bonus touch-up tool designed to easily integrate into a daily beauty routine.
 
The Smile Illuminator Instant Whitening Kit (MSRP of $14.99) has three products—an Electrifying Blue Toothpaste that instantly whitens teeth; Brisk Rinse mouthwash; and a travel sized tube of whitening serum.
 
Both the toothpaste and mouthwash use Bluverite, a proprietary technology that leaves behind blue micro-particles causing an optical whitening effect on teeth. The mint-flavored mouthwash also has peroxide.
 
The Whitening Serum is designed to applied onto teeth as a finishing stain dissolver and can be used separately for whitening touch ups, according to the company.
 
Executives are quick to note a key attribute for Luster Premium White: the ability to whiten teeth with “zero sensitivity.”
 
It’s all about hydration, they say.
 
“Other products use ingredients and the same base chemistry that will dehydrate the tooth,” Brown said about competitive whitening options.
 
According to Brown, Luster’s patent-protected delivery system plays an essential role in achieving these results.
 
Luster has been on the market for eight years, stocked at major retail stores like Walmart and Walgreens, but Dentovations traces its history back a bit further as the private label provider for brands like Arm & Hammer and Avon.  Today, Luster can be found in more than 30,000 stores across the US and Canada, and it continues to grow domestically and abroad.
 
That growth as the company is finding customers through avenues in which a smaller brand can create some buzz in a category dominated by two behemoth brands.
 
For example, to promote the Smile Illuminator Instant Whitening Kit, Luster has been reaching out to customers through variety of vehicles, including a fully interactive activation at BeautyCon and engaging celebrities such as Julianne Hough of ABC's “Dancing with the Stars” and Stassi Schroeder of Bravo TV’s “Vanderpump Rules.”
 
National advertising, social media, PR, in-store merchandising and sampling are part of the plan too for Dentovations, which also recently unveiled a new mobile-ready website for Luster.
 
 “We’re in the commerce of confidence, and recognize achievable healthy smiles as aesthetic essentials that propel a consumer’s wellbeing and self-assurance,” Brown said.  “Our philosophy is to make great products that make you smile.