New whitening strips

GlaxoSmithKline (GSK) has released two new products under the Macleans brand aimed at the growing market for at-home tooth whitening products.

Macleans Brilliant White Dental Whitening Strips are a new concept for the local market and comprise mouldable wax strips that are simply pressed onto your teeth.

The active ingredient in the strips is 10% carbamide peroxide that reacts with saliva to produce 3.6% hydrogen peroxide and 6.4% urea peroxide.

Each pack of Macleans Brilliant White Dental Whitening Strips contains 28 strips, with each application taking 30 minutes with up to a five shade improvement in around two weeks.

The second product, Macleans Brilliant White Whitening Treatment Gel whitens teeth by 2-3 shades over the same timeframe.

According to GSK, these new at-home treatments offer clinically proven results in just 14 days and represent safe stepping stones to professional whitening.

The two new products compliment Macleans Advanced Whitening Toothpaste, a uniquely low-abrasive whitening toothpaste designed to breakdown the calcium bridges between stains, displacing the daily build up of extrinsic and preventing new ones forming.

It is estimated that Australians spent $7.7 million dollars on whitening treatments in 2003, up from $2.9 million in 2002. New Zealanders similarly spent NZ$2.9 million and NZ$875,000 respectively over the same periods.