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Hygiene Tribune Middle East & Africa Edition No.5, 2017

C4 HYGIENE TRIBUNE Dental Tribune Middle East & Africa Edition | 5/2017 Teeth whitening devices set to increase oral hygiene market By Beverly Hills Formula With a surge in new teeth whitening devices the oral hygiene market and teeth whitening industry shows no sign of slowing down and is expect- ed to reach USD 53.97 Billion by 2022 from an estimated USD 43.31 Billion in 2017. 1 The growth of the market is mainly driven by growing awareness regard- ing oral hygiene, a rise in dental car- ies and other periodontal diseases, and technological advancements in oral care products. But whilst teeth whitening tooth- pastes are globally popular, oral hy- giene brands are constantly devel- oping new products to keep up with the growing consumer demands for more effective, quicker and safer teeth whitening results, which can easily be used in the comfort of their own homes. The use of teeth whitening strips, kits and pens is on the increase and oral hygiene experts Beverly Hills For- mula recently launched their own new Professional White whitening kits at the Dubai Beauty Show in May which was hosted by Enterprise Ire- land. Beverly Hills Formula oral care brand is based in Dublin, Ireland, and currently sells in the UAE, UK, Europe, North Africa and Asia Pacific. The company aim has always been used alongside our entire new range of Professional White products which offer a solution for every oral hygiene concern, be that teeth sen- sitivity, gingivitis, discoloration and enamel protection. We can’t wait to make these products available in the Middle East and were delighted to reveal them first at the Dubai Dental Show and then at the Dubai Beauty Show. Roisin White Barrett, Market Advisor Enterprise Ireland, added: “Beverly Hills Formula are a great example of the many Irish brands who have found a welcoming home in the Dubai marketplace. In a market re- nowned for high customer expecta- tions, both retailers and consumers from across the GCC are increasingly turning to Irish products. The high volume of visitors to the Ireland stand at the recent Beautyworld Middle East show emphasises the reputation held by Irish health and beauty brands amongst Middle East consumers.” References 1. PR News Wire: http://www.prnews- wire.com/news-releases/oral-care- oral-hygiene-market-worth-5397-bil- lion-usd-by-2022-629602833.html to make the “Hollywood” smile at- tainable for everyone with their safe, affordable and effective toothpastes and award-winning mouthwash. The new Professional White range kits and products will soon be avail- able to buy in the Middle East and follows on from the success of Bev- erly Hills Formula’s current range, Perfect White. The kits consist of whitening strips and a whitening pen and the new products have been in development for over two years, ensuring only the highest quality ingredients are included to actively achieve a whiter, brighter, healthy smile. Chris Dodd, CEO of Beverly Hills Formula explains that the main ac- tive ingredient is PAP - Phthalimido- Peroxy-Caproic Acid, a non-peroxide teeth whitening ingredient which breaks down discolorations on the teeth without affecting the tooth structure. Additionally, PAP sup- ports dental hygiene and health by eradicating bacteria which can harm teeth. Since PAP is only active on the tooth surface, no irritation is caused to the gums and mucous mem- branes in the mouth. Chris Dodd, said they put safety, test- ing and results at the forefront of all new product development. “Beverly Hills Formula are inno- vators, not imitators. We believe in our products because we know they work. We may not be the larg- est oral hygiene brand globally, but we are one of the most established. Our team is constantly evaluating our products and looking at ways to improve the formulas, working alongside the best people in the oral hygiene sector. “Our teeth whitening kits are some- thing we are really excited about because it’s an expansion to our whitening toothpastes and mouth- wash in to new devices. Our teeth whitening kits are designed to be

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