Healthy teeth whitening for patients ‘on the go’


James Goolnik says 3D White Whitestrips from Oral-B can help meet patient demand for effective, convenient and affordable teeth whitening.

If necessity is the mother of invention, then it was inevitable the dental world was going to have to evolve quickly in order to meet the needs of a growing number of patients seeking a brighter smile without fuss.

This meant developing a system that could deliver safe, professional results without the usual required time in the dentist’s chair.

Teeth whitening is one of the most popular cosmetic treatments in the UK, with research suggesting that more than one third of adults are considering having it done.

Any barriers to whitening in the past – such as affordability of both time and money – had to be overcome for any new system that aimed to embrace the wider social profile of the consumers seeking teeth whitening. Now these barriers have been eradicated with Oral-B’s innovative 3D White Whitestrips.

Meeting the demand for whiter teeth

One week after treatment

Perfectly designed to meet that increasing demand, Oral-B promises its whitening strips can remove 10 years of stains in just two weeks, leading industry experts to predict that they will revolutionise at-home whitening regimes.

Whitestrips has long been a consumer favourite in the US, with some 30 million kits sold in the last 14 years – indicative, perhaps, of the number of patients seeking a treatment that has the triple appeal of simplicity, value for money and predictable, safe, clinical results.

Increasingly, relationship issues, career ambitions and a significant event, such as divorce or an upcoming wedding, play a huge part in the desire to improve looks and appeal.

Dentists need to meet the wishes of this aesthetically aware patient base that understands the importance of a white, healthy smile in a society driven by exposure on social media, celebrity lifestyle emulation and a ‘selfie’ culture.

This time of year can also see a spike in the number of patients seeking teeth whitening. With many people committed to fulfilling New Year resolutions, anyone quitting smoking or giving up alcohol, for example, may wish to whiten their teeth, having successfully ditched the nicotine or red wine – both known for their capacity to stain.

Teeth whitening treatments are, therefore, becoming an important income stream for the dental practice and, according to James Goolnik, practice principal at Bow Lane Dental Clinic in London and an international lecturer in teeth whitening protocols and techniques, this system not only ticks boxes for patients, but it offers solutions for the UK dental profession as well.

James explains: ‘My patients are mostly city professionals, aged 25-45, whose working lives are fast-paced and in which first impressions count. Some of them may not have the time to undergo teeth whitening in the chair or indeed wait for impressions to be taken and trays prepared, and so at-home treatments are often the only option.

‘It can be an impulse buy for some of these time-strapped professionals, but Whitestrips also offers the assurances of a trusted brand. It’s a natural progression from power toothbrushes and whitening toothpastes, plus the product has been around for more than 20 years, with a raft of clinical papers to illustrate its safety and efficacy.

‘The 3D White range complements a great whitening portfolio and is also ideal for those patients who have never tried whitening before but want an entry-level professional teeth whitening treatment that ensures a safe and effective way of achieving a whiter smile.’

Simple and effective

Whitestrips in place
Whitestrips in place

The secret of its success certainly lies in its simplicity. Patients wear the strips for an hour, once a day for up to two weeks. For those wanting faster results, they may be worn for an hour twice a day for a week.

The strips are thin and flexible, are coated with 5% hydrogen peroxide and conveniently conform to the shape of teeth, removing tough stains such as coffee, red wine and nicotine.

Used as instructed, they are a safe, easy home-whitening treatment, with results that lasts for up to 12 months, plus they use the same enamel-safe whitening ingredient as in-chair treatments, reaching below the enamel surface to remove stains – and the results are visible within 14 days.

There are no messy impressions, either – James says: ‘You’ll get even, consistent whitening without having to fiddle around’. Patients can also walk out of the surgery wearing the strips on the first visit, thereby removing the wait for trays and the need for patients to sit through, what some may perceive as ‘lengthy appointments’.

Equally appealing is the fact that Whitestrips offers whitening on the go – no messy syringes to carry about and the compact strips can be kept in a purse or wallet, which is just the ticket when travelling.

Removing barriers

Although a dentist has to prescribe Whitestrips, the dental hygienist or dental therapist can apply the first strip and monitor the patient’s whitening journey, with consumers performing subsequent whitening applications at home. 

James explains: ‘Dentists can diagnose the cause of the discolouration and prescribe the correct product to treat it and give patients a white smile. One of the reasons some of the public avoid a visit to the dentist is cost. But with Whitestrips, they can get a white smile for an affordable price.

‘Entry-level whitening eradicates one of the major barriers to teeth whitening – cost. At £69, these are an affordable way to get professional teeth whitening that works. The patients need to return to the dentist to get more Whitestrips to maintain their smile and at Bow Lane we do not charge to dispense more strips if carried out during a regular dental check-up or hygiene visit. This helps build loyalty and allows the patient to achieve the brighter smile they want.’

Exceptions include anyone under 18, anyone who is pregnant or breastfeeding, and those patients with fillings, crowns or veneers on their front teeth, unless they are planning on changing them once they have completed the course of whitening.

3D White Whitestrips are exclusively distributed in Europe by Henry Schein. Visit James’ practice website at

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