The Art of "Rembrandt" Whitening

A recent survey of dentists conducted by the American Association of Cosmetic Dentistry show that the percentage of teeth-whitening procedures making up a cosmetic practice has risen from 3% at the start of the decade to about 10%, reflecting rising appreciation for the perfect smile.

Teeth bleaching is seen as the cheapest and fastest way to do so, with over-the-counter products costing only between $15 and $30 and a dental visit costing an individual several hundred dollars. Although whitening quality is significantly better after a dental procedure, the fact that positive results are still obtained from OTC products has not dampened enthusiasm for do-it-yourself whiteners.

A Consumer Reports study led by chemist Ed Miller echoed the difference between OTC and dentist-applied whiteners, with the professional approach offering techniques and more effective whitening chemicals not available with OTC products. The survey cited Colgate's Simply White Night and Simply White, Crest Night Effects and Whitestrips and Rembrandt 2-Hour White as the five leading overnight OTC whiteners.

The Rembrandt name is arguably the most popular teeth whitening brand in the country. The brand, which falls under the Oral-B dental care line, were formerly properties of razor maker Gillette, which was fully acquired by Procter & Gamble through a $57bn stock deal in October 2005. The acquisition now gives P&G control over the Rembrandt teeth whitening line. However, P&G is expected to sell the Rembrandt business as it integrates operations with Gillette and eliminates any overlap.

Several teeth whitening products bearing the Rembrandt name - and mostly from Oral-B - are now available in the market:

- The Rembrandt 2 Hour White system involves repetitive setting and removal of ComfyTray Mouth guards containing 5% hydrogen peroxide formula for a 2-hour period.

- The Rembrandt Tooth Whitening System combines a fluoride toothpaste and a bleaching gel in one product. The system also contains carbamied peroxide and 0.15% fluoride ion.

- The Oral-B Rembrandt Whitening Pen is a soft-tip pen that is applied at night and works as the user sleeps.

- Oral-B's Rembrandt line also includes the enamel-safe Whitening Strips, Age Defying Whitening Fluoride Toothpaste and Mouthwash, the Rembrandt Plus Superior Bleaching Kit, the Intense Stain Removal Mouthwash, and the seconds-only Brightening Gloss.

- Oral-B has also developed peroxide bleaching toothpastes, which features the Citroxain formula and low-abrasion qualities that protect the user's gumline and enamel, and the Whitening Toothpaste, which also uses the enzyme-based Citroxain that has been patented by the company in the US.

Rembrandt teeth whitening products are also being sold by online retailers such as Dentist.net. Among the products available on the company's website are the Oral-B Rembrandt 3-in-1 product combining a peroxide bleaching gel, a mouthwash or whitening rinse, and a fluoride toothpaste. The Web-based retailer also offers the Rembrandt Intense Stain toothpaste, which contains the Alumisil and the Citroxain formula for deep-stain removal. Other online companies also offering Rembrandt-branded products are drugstore.com and ShopInPrivate.com.

Patients considering various teeth whitening products will feel comfortable with Rembrandt's nearly 30 years in the market. The company's line of bleaching kits, whitening toothpastes and mouth rinses have all been proven safe and effective compared to similar products, including those carrying the same brand.

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