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12 DENTAL HYGIENE Dental Tribune Middle East & Africa Edition | 1/2018 Middle East expansion for world class oral hygiene brand By Beverly Hills Formula Beverly Hills Formula plans rapid expansion with distribution in new territories to further increase the brand’s presence as the number one market leader across the entire Mid- dle East. The Irish-based oral hygiene company which currently retails in UAE, Jordon, Lebanon, Oman, Qa- tar, Kuwait, Bahrain, Iran and Saudi Arabia also seek new distributors in other Middle Eastern territories this year. Product development plans are also underway with a new Perfect White Gold mouthwash, which follows hot on the heels of the award-winning Perfect White Black mouthwash. And a new Professional Gold tooth- paste that contains real gold parti- cles, as with the Perfect White Gold toothpaste, helping provide that little extra opulence for the sophis- ticated consumer. This year, Beverly Hills Formula will also launch their fi rst branded toothbrush with 5000 fi laments, fi ve times more fi laments than ordinary toothbrushes, provid- ing a more effective clean with less abrasivity. Beverly Hills Formula’s Perfect White range is already widely recognised in the Middle East for their award- winning formulations, proven to remove up to 90% of stains without the use of harsh abrasives. In 2016, Perfect White Black mouthwash won Best New Personal Care product at the prestigious Grocer Awards in London and the following year they won Best Oral Beauty Product in the Pure Beauty Awards with their new Professional White Remineralising Serum. The Perfect White range includes Perfect White Black, which is Beverly Hills Formula’s hero product. The toothpaste is scientifi cally formu- lated with Activated Charcoal known for its love of tannins – a compound found in coffee, tea, wine, berries and spices, all of which stain your teeth and helps remove these without harming the enamel. The toothpaste also helps eliminate bacteria which causes bad breath and neutralises re- maining odours, leaving your breath feeling fresh all day long. In addi- tion to its antibacterial properties, Hydrated Silica combined with Acti- vated Charcoal offers a high perfor- mance whitening boost that makes the toothpaste safe for daily use. Perfect White Sensitive toothpaste also effectively combines Activated Charcoal and Hydrated Silica for high performance whitening and Potassium Citrate for rapid sensitiv- ity action. Low in abrasion, Perfect White Black Sensitive toothpaste helps remove surface and deep stains caused by tea, coffee, red wine, tobacco and spicy foods. The stain dissolving agents successfully pre- vent food particles settling on the teeth whilst the anti-tartar ingredi- ent Tetrasodium Pyrophosphate coats the surface of your teeth to pre- vent bacteria forming. Regular use of Perfect White Sensitive will help to prevent tartar build up and relieve tooth sensitivity, effectively protect- ing and whitening your teeth whilst allowing you to maintain good oral care. paste a few years ago and it was the fi rst time I used black toothpaste to clean and whiten my teeth. Initially it was a little weird, but with the ad- dition of charcoal in the toothpaste I thought was a great idea and I love it.” For over two decades Beverly Hills Formula has evolved and expanded its range with whitening toothpastes and mouthwash to suit all oral hy- giene needs. With CEO Chris Dodd at the helm, who has over 20 years’ experience and a well-earned reputa- tion as an expert in his fi eld, the com- pany owes much of its considerable rise, especially in the past few years, to his innovative new product devel- opment. Chris said the Middle East is one of the most successful regions for the brand, which retails worldwide, and his plans to build on that success is at the forefront of the company’s strat- egy for 2018. “This year our main focus is expand- ing in the Middle East and building on our current success in Jordan and Iran as well as seeking new dis- tribution outlets in Iraq, Egypt and Qatar. We’re also very excited to be developing additional products to enhance our Perfect White and Pro- fessional White ranges, including Perfect White Optic Blue toothpaste, a Perfect White Gold Mouthwash and Professional Gold toothpaste.” Chris explained the reason for the brand’s success and how is it has managed to maintain a market pres- ence for over 20 years, despite the hugely competitive increase in new oral hygiene brands internationally. “We believe in our products because we know they work. We may not be the largest oral hygiene brand glob- ally, but we are one of the most es- tablished. Beverly Hills Formula are innovators, not imitators, and our teams are constantly improving the formulas and product range. “The simple fact that Beverly Hills Formula has managed to remain leaders in the market for so long has earned the brand the respect and success we have today and we will continue to work hard to maintain that.” Purity Labs Purity Laboratories Ltd. / Beverly Hills Formula Unit P1/P2 North Ring Business Park Swords Road; Cloghran, Dublin 9; Ireland Tel: +353 1842 6611 Fax: +353 1842 6647 Mob: +353 89275245 Email: admin@purity.ie Web: www.beverlyhillsformula.com healthy gums and teeth. On a daily basis, I see many patients with differ- ent concerns who often ask for my recommendation on toothbrushes and toothpastes,” said Dr Jebrin. “When I look for toothpastes or mouthwash, I search for products that protect the teeth from acids and hence from cavities. I value a prod- uct that can fi ght the bad bacteria in combination with cleaning and whitening the teeth without abra- sion and also allows for recovery of the enamel whilst leaving a fresh and clean feeling.” “I had the chance to use Beverly Hills Formula’s Perfect White Black tooth- 160 140 120 100 80 60 40 20 0 Toothpaste Abrasivity 21/09/2016 Independent Testing Laboratory (USA) Abrasivity Index (RDA) 91 92 99 100 103 107 115 121 132 141 Beverly Hills Beverly Hills Beverly Hills Beverly Hills Beverly Hills Pearl Drops Oral-B Pro Formula Formula Formula Formula Formula Perfect White Natural White Perfect White Sensitive Whitening Expert Black Professional White Black Professional White Pink Pearl Pearl Everyday White Expert Professional Protection Colgate Max White One Oral-B Pro White Glo Expert Extra Strength Active Gezond Wit Whitening Toothpaste Stain Removal 04/07/2016 Leading Dental School (UK ) Perfect White Black Mouthwash is the fi rst of its kind, ‘shake to acti- vate’ mouthwash, scientifi cally for- mulated with Activated Charcoal to help remove surface and deep stains. Perfect White Black Mouthwash also helps to eliminate bacteria causing bad breath and neutralises remain- ing odours, leaving your breath feel- ing fresh all day long. Perfect White Gold toothpaste contains actual gold particles known for its anti-bacterial properties, anti-infl ammatory ac- tion and can also help increase blood fl ow. The advanced Hydrated Silica within Perfect White Gold offers a high performance whitening boost whilst the stain dissolving Pentaso- dium Triphosphate agent prevents food particles settling on the teeth. For extra stain removal, the anti-tar- tar ingredient Tetrasodium Pyroph- osphate coats the surface of your teeth to prevent bacteria forming, leaving your teeth feeling cleaner and appearing brighter all day. Such is their effectiveness, many dentists and professionals admit using Beverly Hills Formula’s tooth- pastes and recommend them to their patients. Dr Eyass Jebrin, perio- dontist at the Dental Studio in Dubai and in Clinica Joelle in Abu Dhabi has tested and champions Beverly Hills Formula products. “As a professional I always care about the importance of a beautiful smile, Percentage Stain Removal 69.7% 65.4% 62.1% 61.4% 51.8% 51.0% 40.5% 34.7% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 25.5% 25.1% 24.3% 14.7% 12.3% 9.4% 1.5% * these products were originally tested as experimental formulations