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Dental Tribune Middle East & Africa Edition No. 5, 2015

Dental Tribune Middle East & Africa Edition | September-October 2015 13oral health Hard on plaque SOFT on gums Target Sensitive has a small head and 0,01 micro thin bristles so it is easy to reach and clean effectively. The ultra soft bristles are gentle to gums and enamel. For more information www.jordan.no jordndub@emirates.net.ae Target Sensitive SO FT TO ENAM EL PRO VEN GEN TLE 1 In-use testing: Target Sensitive scores very high on Soft and Gentle cleaning Feel soft to use Feel gentle to use Feel gentle to my gums & enamel 91%91% 85% 1 Source: Perceptor in-use test: 74 consumers, Finland, 2014 1 After use testing: Target Sensitive scores high on BOTH Softness & Effectiveness Mirror mirror on the wall who has the whitest teeth of all… By Jordan T he American Dental As- sociation asked consum- ers what would they most like to improve about their smile, and the reply was whiter teeth . This is in line with the re- search we have conducted, that shows a clear trend that more consumers are concerned with their teeth’s appearance. The basic need for clean teeth has evolved into clean and white teeth. Supporting the macro health and beauty trends, con- sumers want to live better lives that also last longer. Yellow teeth are associated with poor personal hygiene and are also considered a sign of aging. As we age our teeth naturally become yellower. The outer layer of our enamel gradu- ally breaks down, exposing the under-layer, called dentin, which is naturally yellower than enamel. We can take care of our enamel by brushing with a soft toothbrush, not brushing too hard, and using a toothpaste that is also gentle and kind to our enamel. Consumers are increasingly aware of stains that build up on their teeth by their diet. How much diet influences teeth stains, differs from market to market, but there is a general awareness around some of the main products that contribute to daily stain build-up. The trend in Norway is that moreandmorepatientsareask- ing their dentists for help when it comes to whitening. Whiten- ing treatments at the dentist are by far the best choice. Not only are they safer, they are also tailor-made to the patient’s mouth. Prior to treatment, a check-up will ensure there are no undetected cavities. If there are, these should be filled, prior to whitening applications. The treatments are, as a rule, more effective and quicker. It is im- portant that the patients are in- formed that these will not work on crowns, fillings, caps or ve- neers. To ensure a good and lasting result it is also important to help them find the most ef- fective routine for maintaining their new white(r) smile. Help your patients keep daily surface stains, sometimes referred to as extrinsic stains, in check. Most dentists already recom- mend a soft toothbrush and are positive to gentler formu- lated whitening toothpastes (most commercial whitening toothpastes contain some level of silica to lift plaque and tar- tar during daily brushing ses- sions). There are also several toothbrushes that have special- ized bristles that effectively lift stains. The number one recommenda- tion from dentists is to encour- age their patients to floss once a day. Flossing before brush- ing will remove food particles and plaque between the teeth (where 30% of cavities start) and leave this space clean and receptive to fluoride treatment from the toothpaste. Using a straw could also be recom- mended if the patient has a high intake of caffeinated drinks like coffee, tea, juices or carbonated drinks. Tobacco intake is also one of the worst offenders when it comes to staining teeth. Pa- tients might experience some sensitivity post treatment, so it is also important to advise them on what to do should this hap- pen to them. Deeper stains, or intrinsic stains, are more difficult to re- move. These can be caused by a past injury, use of certain medi- cations and antibiotics and grey or dull teeth can also be he- reditary. Teeth bleaching, using either a hydrogen or carbonite peroxide will help break up these deeper stains into small- er, less colored pieces that will make the teeth appear brighter and whiter. Consumers try whitening prod- ucts because they want white(r) teeth². Many consumers are skeptical to the working power of whitening products. How- ever, they buy them anyway as they feel they have nothing to lose². A whitening toothpaste gives them all the other benefits they need, for example, cav- ity protection and fresh breath, and on top of that they also get any whitening advantages that they might have missed out on if they choose a product without whitening claims. 27% of all toothpastes launched globally are whitening toothpastes. In comparison only 10% of tooth- brush launches are³. These numbers are expected to keep growing, in line with an escalat- ing trend of consumers wanting nice looking white teeth. References 1. www. ADA.org 2. Needscope, Norway and Swe- den 2014 3. Mintel rapport, 2014 4. Nordental dentists & Hygien- ists survey, 2014 Jordan Middle East POBOX 17795, Dubai, UAE Tel.: +971 4 8871050 E:jordndub@emirates.net.ae Contact Information Tel.: +97148871050

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