Whitening  toothpaste, the result of Unilever’s Close Up toothpaste research and advances in colour science technology is clinically  proven, experts at the International Association of Dental Research (IADR) conference  have noted.

Dr. Andrew Joiner, a member of IADR, and Royal Society of Chemistry, revealed at the conference that there continues to be a demand from consumers and patients for products that whiten teeth and through the understanding of colours, science and its application for tooth colour, a new approach to  tooth whitening has now been made possible from toothpaste.

He added that this is achieved by the deposition  of blue foams onto the tooth surface where it changes the optical properties of the teeth such that their appearance is both measurably and perceivably whiter immediately after treatment, as confirmed by in vitro and in vivo studies.

Marketing Director,  Unilever,  David  Okeme    said   that  the  whitening toothpaste, known  as  Close Up White Now   aside  improving  oral  health    also    helps consumers    achieve   great    smiles   ; which goes a long way in building   many   individuals   self  esteem.

According to him, Close up White Now    puts an end to the consumers’ search for cosmetic benefits from oral care products.

“The Close UP White Now contains a conventional cleaning system that provides more gradual stain removal and whitening which is capable of dental restorative materials.

The unique formula of Close Up White Now also provides all the protection of fluoride toothpaste and with the inclusion of Glacier Fresh Flavour, the consumers will have a feeling of intense freshness in the mouth”  Okeme  pointed  out.

The   Marketing Director, Unilever    also   reiterated    that    the    position   of   Unilever in the Oral Care business is that of a leader, thus our continuous efforts in research and development for oral Health.