Whitening products still a red-hot trend.(Merchandising Trends)

The whitening category remains white hot and shows no signs of cooling down any time soon. New launches that promise nighttime whitening have bolstered growth even further. Total whitening sales ramped up nearly 93 percent for the 12-week period ended June 15, according to Information Resources. While Crest Whitestrips remains No. 1, Colgate Simply White Night and Crest Night Effects have made quick strides since hitting stores in May, claiming the Nos. 2 and 3 spots in the category, respectively--each with about $11.6 million in sales in only about six weeks onshelf.

Rembrandt has also introduced a nighttime whitening product, the NightTime White wand, which currently is sold as a part of the newly formulated Rembrandt Plus Superior Whitening Kit available at a suggested price of $32.50. To apply the peroxide-based formula, users swipe the sponge-tipped stylus across their teeth. NightTime White is formulated to stay on teeth through the night and leave users with fresh morning breath.

"Rembrandt NightTime White is an added plus to the Rembrandt Plus Superior Whitening Kit, said Noreen Freitas, vice president of Rembrandt Oral Care Products. "We wanted to make the whole home process even easier and more efficient."

This fall, NightTime White will be sold as a standalone SKU for a suggested retail price of $14.99.

Natural White, which also occupies a spot on the top 10 list, sees room in the segment for a strong third or fourth …