Proctor & Gamble’s ongoing research indicates that nine out of ten children in the GCC region have decayed, missing or filled teeth. These statistics are extremely high compared to Europe indicating that dental hygiene and oral health is a topic that needs to be addressed. Mohammed Azzawe, Brand Manager for Crest & Oral-B at Proctor & Gamble Arabian Peninsula talks about the latest dental hygiene technologies developed to improve oral hygiene in the Middle East. These technologies will be showcased at the region’s largest dentistry event, Dentistry 2009, held at the Abu Dhabi National Exhibition Centre (ADNEC) from 10 to 12 of November 2009.

At this year’s event, Oral-B will be exhibiting a new range of toothbrushes with Anti-Bacterial Bristle Protection, a technology which inhibits bacterial growth on bristles for up to three months. The new Oral-B Expert toothbrushes with Anti-Bacterial Bristle Protection use silver ion technology – a silver additive that is known to have antimicrobial properties. This allows for controlled silver-ion release and the constant introduction of new silver containing particles as the bristles wear during normal use. Silver ions are common antimicrobial agents and are used in a variety of different consumer and medical products.

Mr Azzawe believes Oral-B’s new technology will go along way to improving oral hygiene.

“Bacteria lives everywhere and in particular it grows on wet brushes after they have been used. Oral-B’s new technology helps to keep your brush clean and effective keeping acid erosion and cavities at bay.”

Oral-B works with dental professionals around the globe to develop products that are clinically proven to remove the most plaque and to promote oral hygiene. By showcasing this latest technology at Dentistry 2009, Oral-B will ensure that practitioners in the Middle East are aware of the most technologically advanced dental products and will be able to recommend the use of these products to their patients, saving time, money and unnecessary trips to the dentist.

“There will also be a corner devoted to Crest Expert Gum Protection, a new advanced toothpaste technology that shows improved product benefits that specifically addresses areas dentists care about enamel, gums and sensitivity,” says Mr Azzawe. “The toothpaste contains stannous fluoride which strengthens the enamel, in addition to reducing gum inflammation and tooth sensitivity. The formula is made novel with the addition of Sodium Hexa Meta Phosphate (SHMP) which protects teeth against staining.

“Dentistry 2009 is organised by IIR Middle East Life Sciences Division, the same organisation who brought the Arab Health Exhibition and Congress to Dubai. Oral-B associates itself with leading organisers in order to reach out to the industry professionals who attend an important meeting like this.” 2009 Al Bawaba (www.albawaba.com)

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