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Mintel: Americans prefer to polish their smiles outside the dentist chair

from PR Newswire via The Sacramento Bee

Despite financial woes, Americans are smiling — and when they smile, they want their teeth looking as bright and white as possible. However, consumers don't seem to be interested in costly professional whitening options. According to new research from Mintel, only 10 percent of those looking for brighter smiles took a seat in the dreaded dentist chair for a professional whitening service. Slightly more than 41 percent have tried to whiten their teeth in the last 12 months using toothpaste, while 17 percent have given it a whirl with at-home mouthwash and 15 percent with OTC whitening strips. more

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