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21Dental Tribune Middle East & Africa Edition | July - August 2013 ORAL HYGIENE By Dental Tribune Middle East & Africa D ubai, UAE: Dubai gathered, for the fourth time, the world ex- perts of Dental - Facial Cosmet- ic on 09th - 10th November 2012, an international conference, open to all as- pects and specialists working in the field of Aesthetic Dentistry and ImIplantolo- gy. With the excellent ambiance and cozy atmosphere the conference again provid- ed warm exceptional networking opportu- nities while connecting the leaders in the field of Aesthetic Dentistry & Implantolo- gy – practitioners, researchers and indus- try players. Emirates Dental Society, Saudi Dental So- ciety and CAPP for the 4th time achieved a great record of attendance and continued the reputation as the industry’s leading in- ternational conference in the field of Aes- thetic Dentistry and Implantology. Jumeirah Beach Hotel hosted 886 partici- pants – Dentists, Dental Technicians, Den- tal Industry and Dental professionals in the very elegant atmosphere. Bringing togeth- er industrial leaders and professional prac- titioners, the conference not only delivered extensive scientific knowledge from across the globe but gave way for an excellent op- portunity to present the latest advance- ments and developments within the Dental 4th DFCIC hosts 886 dental participants at Jumeirah Beach Hotel in Dubai mea Facial Cosmetics practice. The 4th Dental Facial not only opened the doors to open-discussion and learning for this knowledge hungry region but allows the participants to build their skills and use the opportunity for networking and sharing experiences in the application of technology throughout the learning cycle - from primary and secondary education through to professional development and lifelong learning. 15 sponsors – Sirona, Ivoclar Vivavent, 3M ESPE, Noble Medical Equipment, Phar- mapal, GSK, Philips Sonicare, MPC, Vita, KaVo, White Implants, Zimmer, Osstell, Southern Implants and Invisalign support- ed the conference. Other Industry Players – Dubai Medical ”The introduction of the new Dental Technicians Parallel Session last year has seen a vast improvement in the interest to improve the skills of the technicians at our conferences“ ”The Scientific Program attracted 736 dental delegates and 150 Representatives from the industry all in all from 27 different countries“ ”In total 42 companies represented 9 countries at the exhibition“ 30 Dental tribune Middle East & Africa Edition | Jan-Feb 2013events B everly Hills Formula has been working hard to pro- vide premium quality oral care products for the dental sector through their range of white- ning toothpastes and mouthwashes for more than 20 years. Dental Tri- bune Middle East & Africa speaks to Beverly Hills Formula Business Deve- lopment Manager, Chris Dodd, about where it all began and how they plan to help the profession tackle some common dental problems! 1. Could you start by telling us a bit about the origins of Beverly Hills Formula and it’s overall vision? When Eric Peterson established the Beverly Hills Formula brand back in 1992, the majority of whitening too- thpastes around were very abrasive that were responsible for tooth sensi- tivity and damage to the enamel. And so it became the company’s aim to provide whitening toothpaste that enabled everyone to attain high stain removal and effective tooth whitening results, without damaging the ena- mel. This was, and continues to be, the core vision of the company and Beverly Hills Formula brand. 2. Beverly Hills Formula whitening toothpaste has been in the oral health and beauty sector for over 20 years now. Where do you think its success lies? Combining leading scientific advan- cements and the finest ingredients from both Europe and North Ame- rica, together with the famous high quality waters of Co. Wicklow, Ire- land, 1993 saw us successfully deve- lop and launch our first whitening product - Total Protection toothpaste. Well-received within the market, the range was soon enhanced by another innovative toothpaste, the first – Sen- sitive Whitening toothpaste - which alongside making teeth whiter, redu- ced the sensitivity, giving customers suffering from sensitive teeth the abi- lity to use and benefit from whitening products. 3. Tooth whitening is one of the fas- test growing markets in the dental sector. Why do you think this is? In today’s image-conscious society, more and more celebrities and TV personalities are opting for tooth whitening, veneers, or other cosmetic procedures, in order to attain a bright, white smile, aka the “Hollywood Smi- le”. Quite simply, if people aren’t hap- py with their appearance, including their teeth, this can impact on their confidence, self-esteem and happi- ness. As a result, patients are incre- asingly turning to their dentists and dental hygienists, asking, “How can I achieve whiter teeth?” Add to this, a recent survey that revealed, nearly one in five people (18%!) find stained teeth a real turn off (1), it’s no wonder why teeth whitening has become a fast growing market within dentistry. 4. What are your views on professi- onal tooth whitening? And how can your products support this treat- ment? The ability to offer a professional tooth whitening service in your practice is an extremely attractive and lucrative treatment offering which will keep you at the cutting edge of cosmetic dentistry. However, the po- wer of a gleaming smile should never be underestimated and it needn’t be at a huge expense, as whitening too- thpastes are a cost-effective and excel- lent aid to maintaining whiter teeth post in-surgery treatment. Once the patient leaves the practice, the maintenance of their new, white smile becomes their own responsibi- lity. It’s essential that as a dental pro- fessional you help patients practise a good oral care routine when at home and minimise the effect of “bounce back”; a process which takes place a day or two after treatment whereby the teeth rehydrate and slightly dar- ken, through the benefits of white- ning toothpastes. Communicating the beneficial ef- fects of good maintenance routines through the use of whitening too- thpastes after in-surgery whitening treatments will help patients retain the smile they desire and a healthy mouth, providing a solid foundation for further treatments as desired. 5. With an array of tooth whitening products on the shelves, what makes your whitening toothpaste stand out from the crowd? Taste, brand, price and ability to combat common dental problems are all common factors for choo- sing toothpaste, but not many look beyond the attractive packaging and into the ingredients. The continuous developments and options available within the market mean that there is a not a one-size-fits-all solution, but by gaining a thorough understanding of the ingredients inside the tooth- pastes, you can begin to discuss your recommendations in greater detail with patients. One of our core values is to continue to spend resources on enhancing the quality of the product and ingredients going inside the tu- bes instead of excessive packaging and spin marketing. The result, low abrasion toothpastes with high stain removal, helping to protect the pati- ents oral health whilst enhance their smile. 6. Sensitivity is a common problem, especially after professional tooth whitening. Is there anything den- tists can do to help alleviate this dis- comfort for patients? After in-surgery tooth whitening treatment patients can experience sensitivity, this can be anything from a mild twinge to having severe discomfort that can last for several hours, or even days. Highly abrasive toothpastes can add to this pain, as they continue to wear away the ena- mel. For this reason, patients should use a low abrasion, desensitising, whitening toothpaste that contains the ingredient Potassium Citrate. This desensitising agent relieves tooth sensitivity by effectively blocking the transmission of pain sensation bet- ween the nerve cells that enable cold and hot sensations to reach the tooth’s nerves. Those who require extra sen- sitivity relief with an extra whitening boost will appreciate Beverly Hills Formula Perfect White Sensitive toothpaste. Combining the advanced Hydrated Silica for high performance whitening with Potassium Citrate for rapid sensitivity, patients can start to enjoy acidic foods and drinks once again whilst leaving teeth looking and feeling brighter. Regular use will also help to prevent tartar build-up and relieve tooth sensitivity, effectively protecting and whitening teeth whilst allowing patients to maintain good oral care. 7. There has been some speculation that whitening toothpastes aren’t ef- fective. Is this true? Unfortunately, 2012 saw whitening toothpastes come under scrutiny in Europe and particularly in the UK when Arm & Hammer’s Advanced Whitening toothpaste advertisements were banned after it emerged that 43% of users, during a four-week trial, either saw no improvement or were left with darker teeth (2). By association, many dental profes- sionals and patients assume that all whitening toothpastes do not live up to their claims. This is not true! Con- trary to this, it’s important that too- thpastes, which safely and effectively whiten teeth and are proven to work, are brought to your patients’ atten- tion. In 2012 a UK Dental School performed an in-vitro laboratory study. Its aim was to measure stain removal in order to discover how effective various toothpastes were at removing dietary stains from Pers- pex, compared to water. The labora- tory tests revealed that stain removal was performed after just one minute. Of the products tested, Beverly Hills Formula Natural Whitening Expert toothpaste proved more effective at removing stains when compared with other leading brands of whitening toothpastes and toothpolishes, with over 91% of stains removed over a five-minute period (3). Other products within the range also scored exceptionally well with Bever- ly Hills Formula Perfect White tooth- paste removing nearly 91% of stains and Beverly Hills Formula Dentist’s Choice Gum & Whitening Expert toothpaste removing over 88%. Me- anwhile, other leading brands of whitening toothpastes and toothpoli- shes scored as low as 41%, a remar- kably low percentage, considering water alone removes 48% of staining. 8. How about their abrasivity? How safe are whitening toothpastes? There is a misconception that to re- move dental stains caused by smo- king and some foods and drinks, pa- tients need to resort to products that contain harsh abrasives. This is not the case. We recommend patients use whitening toothpastes that contain Hydrated Silica. This low abrasive po- lishing ingredient, which is frequently combined with the softer calcium car- bonate to provide a smooth gel-like quality, works hard to remove plaque and stains and whiten the teeth. It has no distinctive taste or odour and may also be labeled as amorphous silicon dioxide, silicic acid, or silica gel. This mild abrasive is harmless and is even listed by the US Food and Drug Ad- ministration as “Generally Recognis- ed as Safe”. Toothpaste abrasiveness is measured by its RDA (relative dentin abrasivity) value, and any figure over 100 is considered to be “abrasive”. In July 2012, a USA-based independent testing laboratory tested the abra- sion levels of 15 toothpastes. The results confirmed that Beverly Hills Formula’s whitening toothpaste is less abrasive than other leading brands of both whitening and regular tooth- pastes. In fact, Beverly Hills Formula Total Breath Whitening scored as low as 90 on the Abrasivity Index Table, whilst some leading competitors have levels as high as 138. Beverly Hills Formula Perfect White scored 95; and Beverly Hills Natural Whitening Ex- pert, 99. However, it is important to remain aware of the fact that the RDA value is often not included in the mar- keting or promotional information supplied with toothpaste products, and many are unaware of what harm their toothpaste could be causing. We at Beverly Hills Formula are proud of our low abrasion products and use every opportunity to include abrasi- vity information on the packs, as we believe that consumers have the right to make well informative choices. 9. Finally, can we expect to see any new and exciting developments at Beverly Hills Formula over the co- ming months? We continuously strive to enhance our product offering and one of our latest developments is Perfect White Black toothpaste. Ideally placed to complement the Perfect White ran- ge launched last year, Perfect White Black helps those who suffer from bad breath achieve a Hollywood smile with its high performance ‘activated charcoal‘ whitening whilst experience a fresh-breath feeling. We are parti- cularly excited about the revamp of our best-selling toothpaste Dentist’s Choice. Soon to be launched, our new professional range will consist of all the products you will need as a dental professional when advising patients on how to combat common dental problems. The range will include Dentist’s Choice Whitening Expert toothpaste, Dentist’s Choice Sensitive Expert too- thpaste, Dentist’s Choice Fresh Breath Expert black toothpaste with ‘activa- ted charcoal’, Dentist’s Choice mois- turising mouth conditioner for dry mouth, and Dentist’s Choice mouth- wash with chitosan-arginine. References 1. Is a health mouth the key to getting a date? http://www.dentalhealth.org/ news/details/601 2. The whitening toothpaste that can make teeth DARKER: Ad starring Blue Peter girl Katy Hill banned af- ter customers say product didn‘t work:http://www.dailymail.co.uk/ news/article-2218773/The-white- ning-toothpaste-make-teeth-darker- Advert-starring-Katy-Hill-banned- customers-say-product-didnt-work. html?ito=feeds-newsxml 3. Beverly Hills Formula Stain Remo- val Study:http://www.beverlyhillsfor- mula.com/stain-removal-study-2012/ Interview: The Secrets Of Whitening Toothpastes Unveiled! Contact Information Visit www.beverlyhillsformula.com Call +353 1842 6611 or email info@beverlyhillsformula.com