BriteSmile taps Mango Australia

With clinical trials indicating it is one of the safest ways to whiten teeth, the one-hour procedure offered by select dentists involves a proprietary whitening gel and a cool blue-light process that can whiten teeth by up to nine shades within an hour. The procedure, which was developed by former NASA scientist John Warner, costs up- wards of A$500 (US$350) Mango director Melanie King said the role mainly involved media relations. An ongoing communications programme targeting women's magazines, newspapers and television programmes is currently being devised. Reporting to Jansen will be a team including account director Bren Kleinert and senior consultant Prue Vercoe. BriteSmile vice-president for Asia-Pacific, Leow Kee Peng, said that the company aims to have 10,000 Australians undergo the procedure by year-end. The primary target market is high-income earning females aged 25 to 40 years old. Worldwide, over 500,000 people have had their teeth whitened using the procedure.