Rush brush and more

Dubai:An almost-magical brush with an invisible coat of toothpaste, a sleek, silver tooth whitening pen and a flash toothpaste that guarantees to whiten your teeth in a minute are among a slew of novel oral products that have just hit the UAE market.

Launched at the three-day UAE International Dental Conference and Arab Dental Exhibition (AEEDC 2010) that began in Dubai on March 9, the products sought to grab attention with never-before promises backed by scientific claims.

The Cavex Rush Brush ‘pre-impregnated’ with invisible toothpaste was being positioned as a ready-to-use brush suited for all ages, useful during travel and when in a hurry. It was also handy for dentists to give out to patients visiting them, said Haans Maarten den Boer, Managing Director of Cavex Holland, the Dutch company making the brush.

He said the product, which was launched in Holland in September last year, would now be available in the UAE with a pack of 100 brushes costing Dh60.

Among the teeth-whitening products on display, the Lumacool Whitening Pen, being introduced to the UAE for the first time, boasted of a hassle-free application of a whitener containing 7.5 per cent hydrogen peroxide that took only seconds to apply from a twist-click pen. Mike Jackson., President of the Lumalite, the US company behind the product said he had sold 500 pieces of the pen at Dh15 each in two days. “It is safe, convenient and has clinically proven results, he said adding that it would be available only with dentists.

Whiteners available over the counter included a new version of the Beverly Hills Formula toothpaste that claimed it had the lowest abrasion and could whiten the teeth within a minute of its application.

“BBC TV’s Watchdog has reported that the range can remove more than 90 per cent of the stains,” said Tanya Firoozi who was promoting the product.
Costing between Dh16-18, these products are available freely in the supermarkets and pharmacies, she said.

Being promoted at the exhibition was a home edition of a tooth whitening accelerator that for the first time combined light-accelerated technology used in dental offices with a gentle and safe whitening gel to be employed at home. It claimed that it had been clinical tested and could whiten teeth four to seven shades after five, 20-minute sessions. Each pack which comes with a gel refill costs Dh350.
Specialty toothbrushes that target stained teeth also included one with sonic vibration power with unique micro-particle eraser filaments by the GUM brand.