Getting Pregnant Just Got a Lot More Personal with New First Response® Digital Ovulation Test

PRINCETON, N.J., April 26, 2011 /PRNewswire/ -- Since every woman's body is different, getting pregnant is not the same for every woman.  The First Response® Digital Ovulation Test, announced today by Church & Dwight, Co. Inc, is personalizing the process and adding clarity to conception.  This revolutionary new at-home ovulation test features breakthrough technology that can detect a woman's personal luteinizing hormone (LH) surge (the hormonal indication of ovulation) based on her own individual hormone levels. Tracking a woman's personal LH levels can better detect the optimal time to conceive.  Unlike other at-home ovulation tests available on the market which determine ovulation based on a preset test average, this new test from First Response® considers every woman's body to be unique by determining LH surges from personal baseline levels.

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"Knowing when to try to conceive can be a guessing game for women,  especially for those with irregular periods," said Mary Jane Minkin*, MD, board-certified obstetrician/gynecologist in private practice in New Haven, Connecticut, and a Clinical Professor of Obstetrics and Gynecology at Yale University School of Medicine. "This new at-home test indicates a woman's most fertile days based on her unique hormone levels, allowing a couple to be certain when the best time is to try."

The First Response® Digital Ovulation Test provides 20 test sticks to detect the two most fertile days during a woman's cycle. Daily testing starts on Day 5 of a woman's period to begin determination of her personal baseline and ultimately allow detection of her LH surge. The LH surge is present 24-36 hours before ovulation, and indicates the optimal time to try to conceive.

"We are always looking to bring superior products to the category that will help women conceive when they choose to," said Stacey Feldman, Vice President Marketing, Women's Health and Personal Care at Church & Dwight, Co. Inc. "The enhanced technology featured in this new digital ovulation test is one more way the makers of First Response® are helping women know more about their bodies."

About the First Response® Digital Ovulation Test

To take the test, a woman must insert the test stick into the Digital Reader and then place it directly in her urine stream for five seconds. After a brief five-minute waiting period, clearly identifiable YES/NO results will appear on the digital screen.  First Response® Daily Ovulation Test provides 20 tests for a one month supply of testing. The test is over 99% accurate in detecting LH Surge.  For more information, visit www.FirstResponse.com.

About First Response® Products

For over 25 years, the makers of FIRST RESPONSE have been a pioneer in women's health with a portfolio of innovative pregnancy and ovulation at-home test kits.  First Response® Early Result Pregnancy Test detects the pregnancy hormone hCG to give results one day sooner than any other at-home test on the market. The  First Response® Digital Ovulation Test helps determine their best time to try to get pregnant  and First Response® Fertility Test for Women helps determine a women's ability to get pregnant by testing for FSH levels.

About Church & Dwight, Co., Inc

Church & Dwight, Co., Inc., headquartered in Princeton, NJ, distributes First Response® Early Result Pregnancy Test and other First Response® products, including First Response® Rapid Result Pregnancy Test, First Response® Digital Ovulation Test, and Answer Pregnancy and Ovulation Tests.

*Dr. Mary Jane Minkin receives compensation for her participation in First Response communications

SOURCE Church & Dwight, Co., Inc.