New Technological Breakthrough in Whitening Toothpastes

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					      New Technological Breakthrough in Whitening Toothpastes


• A great smile goes a long way in building an            • Delivering oral health benefits from these
  individual’s self esteem                                  products remains vitally important

• Increasingly, patients are looking for cosmetic         • Unilever Oral Care, the science behind Pepsodent,
  benefits from oral care products,                         is proud to announce a new breakthrough in
  especially whitening                                      whitening toothpastes




                                                                                        Containing Blue Covarine
                                                                                       and 0.32% Sodium Fluoride
                                                                                               (1450ppm)




How is Pepsodent White Now different
to other whitening toothpastes?

White Now is the result of Pepsodent’s research and       Pepsodent White Now also contains a conventional
advances in colour science technology - clinically        cleaning system that provides more gradual stain
proven and published in the Journal of Dentistry1-6.      removal and whitening (Figure 3)6.

Pepsodent White Now is formulated with “Blue              It is compatible with dental restorative materials5,7.
Covarine”, which creates a blue foam and an instant
optical effect that patients can see after just one       The unique formula also provides all the protection
brushing, leaving teeth visibly whiter and brighter7.     of a fluoride toothpaste6.

The Blue Covarine acts by depositing onto the tooth       The Glacier Fresh flavour leaves a feeling of intense
surface, thereby changing the optical properties of the   freshness in the mouth.
teeth and shifting tooth colour along the yellow-blue
axis (Figure 1), which makes teeth look whiter
(Figure 2) – a safe and reversible effect that can
be achieved with each brushing2,4.




                                                                                               FDI recognizes that twice daily
                                                                                          brushing with a fluoride toothpaste
                                                                                                    is beneficial to oral health
      New Technological Breakthrough in Whitening Toothpastes



Clinical Evidence for
Breakthrough Technology

Figure 1                                                      Figure 2

Clinical effect of Pepsodent White Now after single use       Clinical effect of Pepsodent White Now after single use




                                                                                                                                                      !
                                                          !
Change in b*(tooth yellowness) calculated as b* post          Change in WIO (whitening index) calculated as WIO
brushing minus b* pre brushing. A negative score in           post brushing minus WIO pre brushing. A positive
b* change indicates a reduction in yellowness.                score in WIO change indicates an increase
                                                              in whitening.



Figure 3                                                      References
                                                              1. A Joiner, I Hopkinson, Y Deng, S Westland. A review of tooth colour and
Clinical effect of Pepsodent White Now after                     whiteness. Journal of Dentistry 2008;36S:S2-S7.
4 weeks use                                                   2. A Joiner, C J Philpotts, C Alonso, A T Ashcroft, N J Sygrove. A novel optical
                                                                 approach to achieving tooth whitening. Journal of Dentistry 2008;36S:S8-S14.
                                                              3. R N Smith, L Z Collins, M Naeeni, A Joiner, C J Philpotts, I Hopkinson, C Jones,
                                                                 D L Lath, T Coxon, J Hibbard, A H Brook. The in vitro and in vivo validation of
                                                                 a mobile non-contact camera-based digital imaging system for tooth colour
                                                                 measurement. Journal of Dentistry 2008;36S:S15-S20.
                                                              4. L Z Collins, M Naeeni, S M Platten. Instant tooth whitening from a silica
                                                                 toothpaste containing blue covarine. Journal of Dentistry 2008;36S:S21-S25.
                                                              5. A T Ashcroft, T F Cox, A Joiner, M Laucello, C J Philpotts, P S Spradberry, N
                                                                 J Sygrove. Evaluation of a new silica whitening toothpaste containing blue
                                                                 covarine on the colour of anterior restoration materials in vitro. Journal of
                                                                 Dentistry 2008;36S:S26-S31.
                                                              6. A Joiner, C J Philpotts, A T Ashcroft, M Laucello, A Salvaderi. In vitro cleaning,
                                                                 abrasion and fluoride efficacy of a new silica based whitening toothpaste
                                                                 containing blue covarine. Journal of Dentistry 2008;36S:S32-S37.
                                                              7. Data on file


Significant reduction in extrinsic tooth staining
seen after 4 week use of Pepsodent White Now.




                                                                                                                    FDI recognizes that twice daily
                                                                                                               brushing with a fluoride toothpaste
                                                                                                                         is beneficial to oral health

				
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