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10 IconicWhiteningBrandLaunchesNewProfessionalRange ByDentalTribuneMEA/CAPPmea The editor Tzvetan Deyanov of the Dental Tribune speaks with Chris Dodd, oral hygiene expert and CEO of Beverly Hills Formula about the launch of their NEW Professional White range at this year’s AEEDC in Dubai.SeestandSR606. DTMEA/CAPPmea: Please if you could briefly introduce yourself to our Dental Trib- uneMEAreadersandprovide some background to Beverly HillsFormula. Chris Dodd: Having had over fif- teen years’ experience in the oral hygienemarketandpreviouslybeen involved in retail I joined Beverly Hills Formula in 2014 as CEO. Since taking over the helm the main focus for Beverly Hills Formula is to intro- duce innovative products into the range and develop the brand into worldwidemarkets. Beverly Hills Formula oral care brand has been established for over 20 years and currently sells in Europe, the Middle East, North Africa and Asia Pacific. From incep- tion, the company aim was to make the “Hollywood” smile attainable for everyone with their safe, afford- able and effective toothpastes and award-winning mouthwash. The brand is well-established and has loyal consumers, but it hasn’t rested on it’s reputation as one of the first whitening products in the UK mar- ket and is constantly evolving and producing new and exciting formu- las and products. Just over four years ago BHF launched the Perfect White Black toothpaste which contains activated charcoal and was the first ever black whitening toothpaste to hit UK shelves. Since then it has fast becomeourheroproductandhoton its heels other brands have followed to try and capitalise on the dramatic new black toothpaste trend. Fol- lowing the launch of Perfect White Black toothpaste, BHF introduced a version for sensitive teeth and also a black mouthwash, again containing activated charcoal. We were delight- ed when the Perfect Black Mouth- wash received the Best New Personal Care Product at the highly acclaimed Grocer Awards in London in 2016, which recognises and rewards the UK’s largest and leading consumer brands. Anotherexcitingproductlaunchwas our antibacterial Perfect White Gold toothpaste, which contains real gold particlesandhascreated yet another strong point of difference to other toothpastesinthemarketplace.Hav- ing worked in this sector for so long, many people would think it would become boring, but I’m creative and a businessman and like everything else in the world you have to keep evolvingtostayinthegame.I’malso very fortunate that I get to be the person who implements new ideas as a way of keeping the brand fresh andexciting. Beginning 2017, Middle East willseethelaunchofthenew Professional White range. What can you tell us about this event, new features and clinical evidence on the for- mula? What is the reason for this‘update’? We are very excited about our new Professional White range which has taken over two years in devel- opment, but it’s been well worth it because we believe we’ve created the best teeth whitening products which aren’t harmful to enamel and are aimed at consumers who expect superior results from a whitening toothpaste. The new Professional White range will be launched at AEEDC Dubai and we can’t wait to speak with some of our distributors and peers to see how it’s received. At Beverly Hills Formula we are com- mittedtousingonlythefinestingre- dients to produce high quality prod- ucts which really work, and we pride ourselves on offering the best stain removal and low abrasive whiten- ing toothpastes currently available. But don’t just take our word for it, you can see the results from leading independentscientificlaboratories. Beverly Hills has become more active in the MEA re- gion in recent years. With a strong evidence based scien- tific formula, can you provide a snapshot of the product portfolio you provide dental professionals? The new Professional White range offers improved whitening as it con- tainssafelevelsofProfessionalWhit- eningingredientsandactivatedchar- coal to help remove stubborn stains from beneath the surface of teeth. The full range includes Black Pearl whitening toothpaste, Pink Pearl Sensitive whitening toothpaste, Pre- cious Pearl Enamel remineralising toothpasteandournewProfessional White mouthwash that contains chlorhexidine and xylitol to combat bad breath and neutralize the bacte- ria.Anotherbrandneweditiontothe range will be the Professional White teeth whitening kit with strips and a whitening pen which will help peo- pleachieveawhitersmile,safelyand easilywiththepowerofsafelevelsof ProfessionalWhiteningingredients. What is your reading on the dental professional market in the Middle East? Are there any countries in particular youarefocusingon? The Middle East is a fantastic emerg- ing market for oral hygiene brands, and we’ve been established here for over 18 years, which is testament to the effectiveness and success of our products. You now see all premium brands launching new products in the Middle East, which is not an easy nut to crack, because its consumers demand only the best quality and this was one reason why we chose to launch our new Professional White range to the professionals at AEEDC Dubai. The Middle East is one of our largest markets alongside UK, Russia and Poland and therefore very im- portant to us as a business. In 2017, we plan to continue investing and expanding throughout the Middle East, particularly in the UAE, Jordan andIran. Could you share with our readers some important factsanddataabout thevital aspects of dentistry specifi- cally in relation to the latest formula of Beverly Hills For- mula? The dentistry business has changed dramatically in recent years and dentists are very much the pioneers ofnewtechnologyandproductsthat can provide people with beautiful, healthy teeth. BHF have concen- trated on producing new safe whit- ening products for removing stains, helping remineralise the enamel and give the customer/patient a long term healthier smile, not just a whiter smile. With the launch of the new Professional White range we would like to work closely with den- tal professionals and look forward to their feedback and hopefully their support. With toothpastes being such a competitive market, how does the Professional White range differ from other prod- ucts available on the market? Again this comes back to providing high quality and effective prod- ucts. At Purity Laboratories based in Dublin, Ireland, we are driven by testing and results and can provide independent abrasivity and whiten- ing reports, comparing our products against other leading oral hygiene brands. The fact we’re a firmly estab- lished oral hygiene brand present in many countries internationally means we’re not easily replaced by any emerging brands which may have jumped on the black whiten- ing toothpaste bandwagon follow- ing the launch of our Perfect White Black. The Professional White range is aimed at the middle to high-end market, people who want to achieve a whiter, healthy smile using a prod- uct which contains high quality ingredients and safe levels of whit- ening ingredients to be able to get excellentresults. Beverly Hills Formula Introduces New Professional White Beverly Hills Formula has come a long way since its initiallaunchin1994.Areyou satisfied with the develop- ments over the past 20 years andwheredoyougoonfrom here? Wewouldliketotakeastrongerhold on the international market with all our products. We are also currently in discussion with some major dis- tributors and are looking at ways to improve our marketing objectives, which in the past we may not have focused on as much in raising the brand’s profile to new consumers. We’d like to concentrate on getting the brand name and our excellent products out there in a new and ex- citing way, which will also remind people that we’re still here after 20 years, constantly evolving and deliv- ering new, innovative oral hygiene products. What steps should be taken to create the right aware- ness of the available treat- ment options and prove to consumerstheimportanceof oralcare? Iwouldliketoseemorechoiceinoral hygieneproductsbeingopenedupto patients and consumers and not just the brands with the deepest pockets to spend on huge advertising cam- paigns. We’d love dental profession- als to try our new Professional White range and hopefully champion it as one of the established and leading brands which offers great oral care, with the emphasis being on people caring for their teeth and using the safest most effective products avail- abletothemathome. Pleasecomealongtomeetusandsee our exciting new Professional White range of products. Stand SR606 at AEEDCDubai. PurityLaboratoriesLtd./BeverlyHills Formula www.beverlyhillsformula.com Tel:+35318426611 E-mail:info@beverlyhillsformula.com BeverlyHillsFormula #beverlyhillsformula BHF_Whitening