Leonard Genovese, part of the family that ran the former Genovese Drug Stores Inc. chain, has been retained by PearlBrite Concepts Inc. to serve on its board of advisors management team.


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Former Genovese exec joins PearlBrite advisory board

January 27th, 2012

BOCA RATON, Fla. – Leonard Genovese, part of the family that ran the former Genovese Drug Stores Inc. chain, has been retained by PearlBrite Concepts Inc. to serve on its board of advisors management team.

PearlBrite is a nondental, cosmetic teeth whitening company and subsidiary of Delta Entertainment Group Inc., which also owns Captivating Concepts Corp., a maker and marketer of cosmetics such as nail polish and lipstick offered via mass market retailers.

"I am very excited about the tremendous results and price of PearlBrite's new consumer teeth whitening kit and its potential distribution through mass market retailers," stated Genovese, who last served as assistant vice president of marketing, customer service, public relations and operations at Genovese Drug Stores.

He held various positions at the drug chain from from 1971 to 1999, including store manager of various stores, field trainer, merchandise manager buyer, and assistant vice president of operations and store replenishment systems.

Genovese Drug Stores, founded in 1924 by Joseph Genovese Sr., was acquired by J.C. Penney in 1998 for $492 million. The chain had 141 stores in New York, New Jersey and Connecticut, 5,000 employees and projected fiscal year sales of $800 million at the time of acquisition. Five years after the deal, all remaining Genovese stores were rebranded as Eckerd. The former Genovese locations still open now do business as Rite Aid, which acquired Eckerd's eastern U.S. operations in 2007.

PearlBrite president Leonard Tucker commented, "We enthusiastically welcome Lenny's 28-plus years of success and experience in the retail industry to help PearlBrite become a recognized leader in the $700 million at-home teeth whitening market in the United States and $1 billion market worldwide."

The PearlBrite teeth whitening solution, which contains carbamide peroxide, is billed as being able to produce a whiter, more attractive smile in 30 minutes and make a smile up to 10 shades white. Priced at $29.99, the kit includes an LED ultra light, mouth trays, vitamin E swabs, whitening gel syringes at a tray storage case.

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