Dot

Dot/12.5/dp1st/mark2nd By JENNIFER NETHERBY Staff Reporter It looks like a piece of Velcro. But instead of replacing shoelaces or zippers, promoters want you to stick it in your mouth. Reseda-based Dental Dots Inc. is marketing its sole product, Dental Dots, as a disposable fingertip toothbrush for people on the run who don’t have the time or tools to give their teeth a regular brushing. The company has launched an aggressive campaign aimed at college students and young professionals to create a buzz before its October rollout nationwide. For now, it’s being sold online and in about 20 stores in Los Angeles and Orange County on a trial basis. For anyone who’s ever resorted to brushing their teeth with their index finger, the transition should be easy, said company president John Stoltzfus. “When people see me use it, they think it looks very strange,” Stoltzfus said. “Then they look at it and say, oh, I get it. They usually rip open a package and try it.” The “dot” is a dime-sized brush made with nylon hooks and soaked in toothpaste. It has an adhesive back that sticks to the index finger and allows people a quick brush without water. The dots are pre-loaded with peppermint and cool-mint toothpaste, with a six-pack selling for $1.99 and an 18-pack for $4.99. To get people interested, Stoltzfus said, Dental Dots has given away 250,000 of the mini-brushes through beach and college events and plans to partner with airlines and hotels to further promote the product. Walgreens drug store is considering putting the product on its shelves, depending on how sales go in other stores, said spokesman Michael Polzin. “We’re taking a wait-and-see approach,” he said. “We want to see if it’s accepted.” The idea for Dental Dots came from Stoltzfus’ twin brother, Bob, who was confined to a hospital bed for several weeks and became frustrated with being unable to brush his teeth whenever he liked. Several years ago, he began talking to design experts about his idea for Dental Dots. He eventually got a patent and started Dental Dots Inc. A year after he died in 1994 his brother John continued the effort with money from his previous business, an amphitheater development company. Last year, Dental Dots hit the market on a test basis. Stoltzfus admits it’s an unusual product. “You can’t take it too seriously when you have to stick your finger in your mouth,” he joked. At Distant Lands travel store in Pasadena, manager Susan Hickman said the dots have been selling well since they were introduced late last year. “The first time, people seem to buy it as an impulse item,” Hickman said. “Then they tend to try it again.” Eventually, Stoltzfus plans to offer the dots with additional flavors of toothpaste designed to control tartar and whiten teeth. He is even hoping to introduce dots for the pet market to allow dog owners to brush the teeth of their animals.