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C4 HYGIENE TRIBUNE Dental Tribune Middle East & Africa Edition | 6/2017 Highlights of 2017 for Leading Oral Hygiene Experts By Beverly Hills Formula This year Beverly Hills Formula fo- cused on increasing their brand pres- ence throughout the Middle East by attending several industry events, including the International Dental Conference and Arab Dental Exhibi- tion (AEEDC) and BeautyWorld. The Dubai International Convention and Exhibition Centre was the stage for Beverly Hills Formula’s launch of their latest Professional White oral hygiene range which were show- cased at AEEDC and have since been highly recognized as the premium professional products by leading in- dustry figures. Dr. Eyass Jebrin, perio- dontist at the Dental Studio in Dubai an Clinica Joelle in Abu Dhabi met up with the Beverly Hills team at AEEDC where he got chance to try their lat- est Professional White range before it was launched on the market. Dr. Jebrin, who personally uses and recommends Beverly Hills Formula products said. “I’ve been using the Black Pearl toothpaste and Fresh Pearl mouthwash on a daily basis and I love its clean and fresh feeling after each use with its mild fresh taste as I don’t like strong flavors found in other brands. “When I started using the Perfect White Black toothpaste and latterly the Black Pearl toothpaste I noticed devices. Our teeth whitening kits are designed to be used alongside our entire new range of Professional White products which offer a solu- tion for every oral hygiene concern, be that teeth sensitivity, gingivitis, discoloration and enamel protec- tion. 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.” Beverly Hills Formula were also pre- sent at the annual Summer Sale held at the Four Seasons Hotel in Amman, in September, an exhibition focused mainly on local fashion designers who display their latest trends. Here more than a 2,000 guests visited the event where Beverly Hills Formula presented Perfect White Gold as well as Perfect White Black toothpastes, two of their flagship products from their original Perfect White range. Also in July, Beverly Hills Formula took part in the Amman Street Fash- ion event in Jordan which exhib- ited a wide selection of fashion and beauty products and was attended by over 10,000 visitors. So as 2017 comes to a close, Beverly Hills Formula have proved that they are not only thriving but driving a growing market in the Middle East. ASF Jordan Iran BHF Stand that my teeth have less stains than before and it has reduced the need for polishing my teeth time after time. The toothpaste ingredients are low in abrasives and I think that the activated charcoal plays an im- portant role in removing the stains without harming the enamel.” Beverly Hills Formula Professional White range includes, Black Pearl whitening toothpaste, Pink Pearl Sensitive whitening toothpaste and Fresh Pearl mouthwash. Another in- novative product within the range includes Precious Pearl Enamel rem- ineralizing serum which won the award for the Best New Oral Product in this year’s Pure Beauty Awards, London. Beverly Hills Formula also launched the new Professional White whiten- ing kits at the Dubai Beauty Show in May hosted by Enterprise Ire- land. Attending the event, Chris Dodd, CEO of Beverly Hills Formula explained that the kits had been in development for over two years, ensuring only the highest quality ingredients were included to actively achieve a whiter, brighter, healthy smile. The main active ingredient is PAP - Phthalimido-Peroxy-Caproic Acid, a non-peroxide teeth whiten- ing ingredient which breaks down discolorations on the teeth with- out affecting the tooth structure. Additionally, PAP supports dental hygiene and health by eradicating bacteria which can harm to teeth. Since PAP is only active on the tooth surface, no irritation is caused to the gums and mucous membranes in the mouth. Chris Dodd added: “Our teeth whit- ening kits are something we are re- ally excited about because it’s an expansion to our whitening tooth- pastes and mouthwash in to new