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14 Dental Tribune Middle East & Africa Edition | January-February 2016 oral health < Page 12 whitening pens to the range. In 2015, a study conducted in the US found that Beverly Hills Formula stain removal products had the lowest abra- sion levels on the market. The independent study found that Beverly Hills Formula whiten- ing products have abrasivity levels as low as 89, when com- pared with some leading stain removal products on the mar- ket which scored as high as 186. It is important to note that although there are many lead- ing whitening toothpastes on the market, many of these con- tain extremely high abrasion levels, which will strip away at the enamel over time. This can cause a range of problems, including increased sensitiv- ity to hot and cold products, as well as causing teeth to appear yellow over time - quite the op- posite function of a whitening toothpaste! It is important that patients are well informed of the dangers of using toothpaste which contain high abrasion levels, which generally will do more harm than good to ones teeth. Beverly Hills Formula is continuously researching ways of keeping abrasive levels at a minimum, whilst obtaining the maximum whitening effect. Whilst it is extremely impor- tant to keep abrasion levels at a minimum, it is also important that the whitening toothpaste offers maximum whitening results, ensuring patient sat- isfaction and value for money. Beverly Hills Formula tooth- pastes have been proven to be one of the best on the market. The most recent stain removal study, conducted by a leading UK dental school, found that Beverly Hills Formula products are the best whitening tooth- pastes on the market, removing up to 90% of stains after a five minute period. Compare this with other leading whitening brands, which scored as low as 40%. Beverly Hills Formula strives to help patients achieve professional whitening results without the need for harsh abrasives or bleach. Their in- novative and cutting edge products have paved the way for high quality and safe teeth whitening in the home. The company has long proven themselves as fore runners in expert at-home teeth whiten- ing. By continuously research- ing cutting edge methods, the Beverly Hills Formula brand has ensured that they are con- stantly ahead of their competi- tors. For more information on Bev- erly Hills Formula products please call +353 1842 6611, email info@beverlyhillsformu- la.com or visit www.beverlyhi- llsformula.com. Contact Information Fig. 2. Certificate of Analysis, Toothpaste Abrasivity Testing (USA, 2015). France, Germany, Italy and Spain, top oral health concerns influencing purchase, February 2014. Teeth and gum sensitivity effects over 50% of adults By Jordan S ensitivity is a growing oral care health concern and preventing sensitivity starts by keeping the teeth enamel strong & healthy. Sensitivity is in a lot of markets the Nr. 1 con- cern influencing purchase. Con- sumers want products that work well but are also gentle to their teeth enamel and gums. Many people suffer from sen- sitive teeth and it can start at any time. It is more common in people aged between 20 and 40, although it can affect people in their early teens and when they are over 70. Women are more likely to be affected than men. If sensitivity effects so many people why are they not buying more “sensitive” oral care prod- ucts? Research tells us that most con- sumers, as many as 90%, find it difficult to choose products in-store. So how can we help consumers find the right prod- ucts for them? It can start at the dentist. Dental profession- als recommend that consumers choose toothbrushes with soft bristles as these are gentle on their teeth enamel and gums. They also prefer smaller heads as it is easier to navigate around the mouth and clean difficult ar- eas, especially the back molars where cavities tend to start. Manufacturers can also help by making “sensitive” prod- ucts more attractive and readily available with clear and easy to understand information. In 2014 there was a rise in the number of launches with enamel focus. References 1. 2012 and Mintel Oxygen, Consumer Daa Charts, Oral Hy- giene, March 2. TNS Gallup, Needscope Swe- den & Norway, 2014 3. www.dentalhealth.org 4. Norm research, Norway 402 interviews Jordan Middle East PoBox: 17795, Dubai, UAE Tel: 971-4-8871050 Email: jordndub@emirates.net.ae Contact Information please call +35318426611,