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Dental Tribune Middle East & Africa Edition | 3/2016 hygiene tribune 2 CS 5460 www.curaprox.com VISIT AND WIN. TOOTHBRUSHING. IT’S A SERIOUS GAME. MAKE IT A FUN ONE. MY DAILY RITUAL Martina Hingis and her CS 5460. Better health, higher success. Tennis legend Martina Hingis becomes Curaden ambassador ByDTI KRIENS, Switzerland: Curaden has named international tennis star Martina Hingis its global ambassa- dor.Aspartofthecollaboration,Hin- gis,whobecametheyoungestGrand Slam champion of all time in 1996 andtheyoungestworldNo.1in1997, will help raise awareness about oral health care and promote Curaden’s CURAPROX, swiss smile and megas- milebrands. Over the next three years, 35-year- old Hingis will make several major appearances in her role as global ambassador for Curaden and CURAPROX at and alongside her sporting commitments as the cur- rent leading women’s doubles play- er, including teaming up with Swiss tennis professional Roger Federer at the Olympics in Rio de Janeiro in Brazil. Ueli Breitschmid, owner and CEO of Curaden, said: “Martina Hingis is our perfect match—she’s the ideal fit for our company, which operates in over 60 countries. That’s because she’samatureandcredibleambassa- dor who’s famous all over the world. She’s an exceptionally talented sportswoman with a strong person- ality and great self-reliance who will help us spread the word about our modern kind of oral health care in the best possible way. Together, we want to be the names on everyone’s lipsinthefuture.” Curaden offers over 120 products under the CURAPROX dental brand, which is sold in 60 countries. Its oral hygiene products are developed and manufactured in partnership with researchers, teachers and practition- ers. Based in Kriens near Lucerne, Curaden employs some 300 staff across the world. In 2015, the com- pany generated sales in excess of CHF130 million (€118 million) and manufacturedover28milliontooth- brushes. were conducted by Dr. Andreas Kiesow and his staff at the Fraun- hofer Institute for Microstructure of Materials and Systems IMWS in Halle as well as the MikroTribologie Centrum µTC in Karlsruhe. In the tests, a brush bristle was placed in a fastener and brushed at a constant speedacrossanartificialtoothenam- el model onto which toothpaste had been applied. It was concluded that the simulation can precisely predict how the toothpaste and bristles will affect the tooth enamel. At a later stage, it will also be able to predict the effectiveness of the toothpaste and brush at removing the biofilm fromteeth. Abrasive particles are a key compo- nent of toothpastes and serve to me- chanically remove plaque from the teeth. But a good toothpaste should not be overly abrasive, as over the years the friction can damage the enamel, which does not regenerate. Furthermore, this damaging effect is far more pronounced on the soft dentine. For this reason, the repre- sentative body for dentists in Ger- many recommends that patients with exposed root surfaces choose a toothpastewithalowabrasiveeffect. About Fraunhofer Fraunhofer identifies itself as Eu- rope’s largest application-oriented research organization. Its research efforts are geared to people’s needs: health, security, communication, energy and the environment. The company designs products, and it improvesmethodsandtechniques. (Source:Fraunhofer) ◊Page1