Teeth Whitening at the Mall. Unsafe, but is it Illegal?

I went to the new Sam's Club that just opened the other day, and sure enough, there was a kiosk with a young girl there to sell you bleaching. They advertised 5 shades of shade improvement in just 12 minutes. The cost for the work was about $173.00. There were lights there to activate the bleach. I really can't see how the Board of Dental Examiners of any state would allow an untrained sales person to allow a patient to place 35% hydrogen peroxide in their mouth with no knowledge of what is happening or what might happen - even if the patient places the tray in their own mouth!

I believe the board of dentistry is working with the board of health to officially recognize this as practicing dentistry without a license.....once that is accomplished there will be charges filed.

If it's "OK" for a non-dentist to bleach teeth... what's next? Extractions at the mall kiosk? I mean, afterall... how tough is it to "pull a tooth?" What about Invisalign? Their certification course is only 1 day now. How hard can it be? Take some impressions at the mall kiosk and send it off for the trays. Mail the trays to the "patient" at home with instructions. Voila!

I own a piece of bleachbright in the west. I Believe in my product there are alot of imposters saying they are certified but we are FDA, OSHA certified. Anyone using mold or any kind of syringe is going to be shut down soon. I know some malls are more relaxed than others, so do what is best use bleach bright

Teeth whitening in mall is the most safe and better service than go to dentist office and waste my two days and waste my $600 dollars and get same result i can get in the WHITENING KIOSK less then 15 min and just pay $149.Let me tell you why you pay $600 dollars when you go to dentist office you have to pay for his fancy office , fancy house , fancy cars and his vacation home in Hawaii.Thats why you have to pay $600 dollars for whitening you teeth its not that complicated like dentist want you to think.

No, Mike--what you're paying for is the combined dozens of years of formal medical training received by the dentist, the hygienists and the assistants. You're paying for a team of professionals who intimately understand your oral health and treatment decisions based on that knowledge.

You get none of that at the mall.

I went to get my teeth whitened at one of the Sam's Clubs as well, and I had great results. The girl there was very helpful and told be from the beginning that she was not a dentist. I was okay with this procedure because it was convenient, effective, and much more affordable than at the dentist. After reading this article, I checked with the company about the percentage of peroxide and found out that the percentage is much lower than dental grade and only slightly higher than other over the counter products. So your statement that they are using 35% in Sam's club is completely incorrect. I had a great experience, and I will definitely recommend this to my friends and family.

From my understanding all the Kiosk's that I have experienced are not using 30% or higher peroxide. They are using a percentage closer to 16%.

i had my teeth done for $99 dollars at a mall in cleveland. I was surprised at the care and professionalism of the people working there. The results were terrific. There is no way im going to pay 500 dollars to have a slightly better job done at a dentist office. This is fast, safe and the results are true acceptable . tom

Can anyone tell me what the name of the company at Sam's is?

To those of you defending this practice... Are any of you actually trained dental professionals? And if not, what makes you qualified to deem this safe?

Common sense tells us these methods are safe. Contrary to what was reported in the article above, which was innaccurate and poorly researched, the majority of teeth whitening products available in the mall use H202 levels that are only slightly higher than other over-the-counter products. Why do you think White Strips are available over the counter and sold to tens of thousands of people?

The most unsafe method of teeth whitening is the procedure performed at the dentist where 35% Hydrogen peroxide and higher is used. I've seen people who went to the dentist to get their teeth whitened and ended up with a hole burned in their lip and severe teeth sensitivity. Many dentists I've talked with don't even like doing these procedures because "it hurts their patients."

You take your chances with the dentist John, and I will stick with the lower H202 level products available with White Strips and in the Mall.

The one and only reason dentists are warning people not to use kiosks in the mall is that they fear they will lose whitening business. They know that the H2O2 levels used in these procedures are 100% safe, especially when on the teeth for only 15 minutes. God forbid if someone else profits from offering a safe and affordable treatment to the public. Dentists charge patients $400 and more for teeth whitening, and the materials cost them $25.00.
Any time you get info about mall kiosks from a dentist, ask yourself, What's in it for him? When money is involved, you are sure to get a answer that will bring HIM more business.

I am amazed at all of the miss information contained in this story. I realize that it is not posted by a professional journalist however I am quite suprised at the lack of truth to the story.

First let me note the inaccuracies so the readers of this information have more accurate information.

1. There are no guarantees of color or shade improvement made. Customers are told that they may realize anywhere from one to six shades of improvement by utilizing the bleaching treatment.

2. The business is not normally a franchise. The business in the picture at the beginning of the story was company owned at the time the photograph was taken. It was then sold to a local resident.

3. The bleaching treatment provided does not require a dentist, RDH or RDA. Nor does the self administering of an over the counter or dental provided home bleaching kit.

4. The peronnel working the kiosk never claim to be dentist or licensed, or certified in any way. If asked, they would be happy to explain that they not dental professionals at all.

5. The process is no more dangerous than using any over the counter whitening or bleaching system.

6. The participants receiving teeth bleaching are not patients but customers. They are no more a patient than someone purhasing Crest White Strips.

7. The percentage of hydrogen peroxide is not 35%. It is well below 22% which is the maximum percentage that can be sold or administered by non dental personnel.

Now that some of the false information has been clarified I would ask about the responsibility of the person that would print such inaccurate information.

The CA Dental Board anonymously participated in a whitening session provided by one of the above named companies. After the session was completed the owner was advised by the member of the Board that they had done a great job and violated none of the criteria of the Dental Board regarding providing a dental procedure.

In fact in most states the procedure is not considered a dental procedure as the customer is never touched by the operator, the percentage of hydrogen or carbomide peroxide is under the percentage which must be administered in a dentist supervised office and the light used by the company in the first photo is LED and emits no distinguishable heat like the UV lights used by many dentist.

There is plenty of accurate information available via many credible resources. After digesting the information in this posting I would have to question the credibility and judgement of the writer and the site.

Steve Fuller

Steve,

We understand the need to justify the existence of your business. Here are my replies to your points:

"There are no guarantees of color or shade improvement made. Customers are told that they may realize anywhere from one to six shades of improvement by utilizing the bleaching treatment."

Then the kiosk operator should not have said that the results were guaranteed.

"The business is not normally a franchise. The business in the picture at the beginning of the story was company owned at the time the photograph was taken. It was then sold to a local resident."

The article states that teeth whitening kiosks are “generally franchise owned.” Lightspa is a franchise operation. Your very own business, iSmile, is listed in the franchise section on entrepreneur.com: http://www.entrepreneur.com/franchises/rankings/franchise500-115608/2008,.html

"The bleaching treatment provided does not require a dentist, RDH or RDA. Nor does the self administering of an over the counter or dental provided home bleaching kit."

You are right, it does not require a dentist. This is why the article was written. Kiosk teeth whitening is unsafe. Any one-time teeth whitening treatment that takes only 15 minutes must have a high concentration of hydrogen peroxide. It generally takes over a week to see results with typical over-the-counter whitening products, such as Crest White Strips (10% carbamide peroxide).

"The personnel working the kiosk never claim to be dentist or licensed, or certified in any way. If asked, they would be happy to explain that they not dental professionals at all."

The laymen consumer will not know the right questions to ask. To avoid confusion, all signage should state that the personnel working are "not dentists or licensed, or certified in any way."

"The process is no more dangerous than using any over the counter whitening or bleaching system."

What scientific evidence do you have to back this up?

"The percentage of hydrogen peroxide is not 35%. It is well below 22% which is the maximum percentage that can be sold or administered by non dental personnel."

For clarification, what hydrogen peroxide percentage does iSmile use? Stating that it is below 22% is not specific enough.

"the light used by the company in the first photo is LED and emits no distinguishable heat like the UV lights used by many dentist."

Then what is the purpose of the light if not to dehydrate the teeth? http://www.teethwhiteningreviews.com/artman/publish/teeth-dehydration-effects-during-bleaching.php
In addition to the medical garments the personnel wear, is the company further misleading the consumer with a light that does not do anything?

"The CA Dental Board anonymously participated in a whitening session provided by one of the above named companies. After the session was completed the owner was advised by the member of the Board that they had done a great job and violated none of the criteria of the Dental Board regarding providing a dental procedure."
This is extremely vague and without reference

"There is plenty of accurate information available via many credible resources."
Where can we find this "accurate information"?

Dear Teethwhiteningreviews.com, your lack of knowledge on this matter is hurting your argument, and you really should do more research before you right such an article. Otherwise you will continue to discredit your website.

In response to your points:

"Then the kiosk operator should not have said that the results were guaranteed."

The reason why most of these kiosk operators say that results are guaranteed is because most of these kiosks operators offer a MONEY BACK GUARANTEE. That's something that your dentist will never offer!

"The article states that teeth whitening kiosks are “generally franchise owned.” Lightspa is a franchise operation."

So what if it's a franchise. There are many reputable franchise operations in our country.

"You are right, it does not require a dentist. This is why the article was written. Kiosk teeth whitening is unsafe. Any one-time teeth whitening treatment that takes only 15 minutes must have a high concentration of hydrogen peroxide. It generally takes over a week to see results with typical over-the-counter whitening products, such as Crest White Strips (10% hydrogen peroxide)."

You assume because its 15 minutes that they "must have a high concentration of H202"??? This is where your whole argument falls apart. Your assumption is incorrect and reflects clearly that you have not done your research. You claim that this type of service is unsafe based on your misguided assumptions. As a result, the whole point of your article, that this is unsafe, is bogus.

"The laymen consumer will not know the right questions to ask. To avoid confusion, all signage should state that the personnel working are "not dentists or licensed, or certified in any way."

Absurd! Should we also insist that the clerk at the local grocery store who sells Crest White Strips post signage everywhere stating that they are "not dentists or licensed, or certified in any way." ?

"The process is no more dangerous than using any over the counter whitening or bleaching system."

"What scientific evidence do you have to back this up? "

Common Sense! You are the one claiming in your article that it's unsafe...what scientific evidence do you have to back this up? So far, you've based everything on your incorrect assumption that they are using 35% hydrogen peroxide.

If you want to rail against usafe teeth whitening with 35% peroxide, you should refocus your attention on the dentists who are the only ones using this high percentage. You should also research the thousands of patient complaints against DENTAL teeth whitening due to this high percentage.

"Then what is the purpose of the light if not to dehydrate the teeth? In addition to the medical garments the personnel wear, is the company further misleading the consumer with a light that does not do anything?"

There is wide debate on the effectiveness of a light in the bleaching process. The lights used by the dentists give off much more heat and therefore result in more tooth dehydration. According to the information in the link you provided, the light in the kiosk that is not as strong as the dental light, would probably contribute to better whitening results because there is less heat and therefore less dehydration so the bleaching agent isn't fighting as many "teeth fluids" coming out of the teeth.

If you're going to argue that bleaching lights don't work, then it's only fair to bring all the dentists who use the lights into your focus as well and not just attack the lights being used in the mall.

Regarding the "medical garments"...there are many professions where people who are not dentists wear lab coats or scrubs. Would you feel more comfortable if the next time you get a manicure/pedicure, facial, massage, etc. that the technician helping you would wear a trash bag?

"There is plenty of accurate information available via many credible resources."
Where can we find this "accurate information"?"

GREAT QUESTION...I suggest you start researching before you write your next article

Alex,

"You assume because its 15 minutes that they "must have a high concentration of H202"??? This is where your whole argument falls apart. Your assumption is incorrect and reflects clearly that you have not done your research. You claim that this type of service is unsafe based on your misguided assumptions. As a result, the whole point of your article, that this is unsafe, is bogus."

If the H202 concentrations are in fact at the same level of over-the-counter products, 15 minutes of H202 contact is not enough time for deep teeth infusion and certainly not enough time to bring about long term results. If you are comparing this procedure to regular over-the-counter products, $149 is a complete rip-off. Why not just get crest white strips and do it in the privacy of your own home for $35 bucks?

"If you're going to argue that bleaching lights don't work, then it's only fair to bring all the dentists who use the lights into your focus as well and not just attack the lights being used in the mall."

The site shows that laser/light whitening does not work in other articles:
http://www.teethwhiteningreviews.com/artman/publish/teeth-dehydration-effects-during-bleaching.php , and there is another one as well.

It looks like you need to do your research.

Dear Daniel,

Who said these products were the same as other over the counter products? If you take the time to read above, I believe that it's clear that they are a bit higher and therefore more effective.

The point is that they are well under 35% which the author of the article claims to be unsafe. The only people using 35% H202 are some dentists.

And regarding the light...that link you posted was already posted above. It was very interesting. Can you now tell me why so many dentists are using high powered lights to whiten their patients teeth if the light doesn't work?

There's plenty of debate about the light...here's a link for you with a study that shows the light is indeed effective...
http://www.zoomnow.com/clinicals/Zoom2_eval_lamp_white_paper.pdf

"There's plenty of debate about the light...here's a link for you with a study that shows the light is indeed effective...
http://www.zoomnow.com/clinicals/Zoom2_eval_lamp_white_paper.pdf"

A study sponsored by the makers of the Zoom2 Light, Discus Dental? Common now! Are we that naive?

Daniel,

Are you afraid to anwer the question...if the light doesn't work, then why are so many dentists using it?

Alex,

I believe dentists who use lights for in-office treatments are scamming patients as well. This should be addressed... perhaps in another article? Nontheless, the majority of dentists out there will have the well-being of patients as their primary goal.

I woould choose a well qualified dentist over a kiosk for professional teeth whitening any day.

cheers.

Dear Teeth Whitening Reviews:

You owe an apology to your small readership for your lack of integrity. "The bleach generally used at these kiosks consists of high concentration hydrogen peroxide, usually 35%".

35% Peroxide? Where did you get that information?

Seriously, give us a source. We are all waiting in eager anticipation. I'll bet everyone on this board a free whitening that you are a dentist or hygienist. Could you be a little biased?

You assume the worst scenario, yahoo renegade businesses out to screw people at the malls by tricking them into believing they are dentists then hurting them by placing unsafe chemicals in their mouths. Laughable.

Have you considered the possibility that companies such as WhiteSmileUSA have a proven track record with over 25,000 whitenings? Did you contact any of these companies? Can YOU name sources for your bogus facts?

Not even sure why I wasted time replying,

Jim Valentine

There are no regulations in place against consumer purchases or use of high concentration bleaching gels. There are plenty of places consumers can go to online to purchase high concentration bleach: (i.e. http://www.dentist.net/opalescence.asp , http://www.teethwhiteningexpress.com/shop/category.asp?catid=3 ). Since kiosk whitening services require the "patient" to insert the bleach themseleves, high concentration gels can be used. Rather than having me expose my source, I urge all kiosk whitening companies to let readers of this article know the percentage used by its company.

To maintain unbiased our site keeps all comments live - even criticisms of this site and article.

I see you softened your rhetoric a bit, and again, the onus is on YOU to prove your 35% nonsense. Your "source" is non-existent. Come on Daniel, 35% is caustic, would burn the shit out of the client (not "patient" because this is a COSMETIC product). A kiosk using 35% would be out of business in a week due to lawsuits. Free market dynamics do still work, last I checked.

You do a hit piece on legitimate businesses by using a scare tactic then demand that the companies list their proprietary formulas? Not how it works. If you had called me to "interview" me I would have gladly told you our percentage, off the record. Our % is proprietary because we did months of research to find the right balance of results and low side effects (soft tissue irritation and sensitivity), and giving that out is not in my company's best interests on a chat site. When approached by any agency we are happy to produce MSDS sheets that show the make up of our product.

Again, you owe your readers an apology with your original piece. It was a great example of poor journalism, especially from a supposed "unbiased" site.

WhiteSmileUSA's system is the best system for consumers. We don't over promise results, we are upfront with our clients about potential side effects, and offer a system where they can maintain their white teeth without using a regimen-based system (which most consumers don't follow) or go into the dentist and get fried by power bleaching solutions.

Brings up an interesting point here, questioning the safety of mall kiosks is interesting when the evidence of serious side effects lies with DENTAL solutions. I know this from talking to tens of thousands of ACTUAL consumers and taking customer surveys (real market research, something I doubt you have done). I also know this from actual dentists who buy my system.

On the legality of our system, the Dental Boards are simply posturing. While they can bend interpretations of existing statutes, there are no laws prohibiting our product. We have been operating over a year and have never been "shut down". The SC case is an instance of a scare tactic. Where in ANY state statute, SC or other, is there any mention of a LED light being a medical device. Not there. SC Dental Board cannot regulate a cosmetic practice. Period. They can get a Cease and Desist order, which is meaningless. The real case is the injunction hearing or actual court case. No State has won an injunction hearing because they can't. So, the MO here is is try unsuccessfully to shut down this segment, fail, then try to discredit it with hit pieces like yours.

The only people upset by this are dentists. Hurts when a billion dollar monopoly starts to erode.

I am a registered dental hygienist in Florida. I am slightly confused by the legality of the light source. Even in the dental office is seems to be suggested lately that only the dentist can use the laser light source?

I don't feel the procedure being done in the mall is unsafe, but there are some patients who are not good candidates for this type of procedure. Without examining someones mouth, it would be difficult to determine if you are one of them. But again even though it may cause more discomfort, it is not going to cause permanent harm.

I supose just like everything, there are some dentists who are ethical and conservative and there are some who are greedy and without morals. If all aspects are followed properly and things are clean, and realistic expectaions are informed, I don't have a problem with it.

LOL LOL LOL
The article was truly an hysterical event. Speaking as a teeth whitening manufacturer of 9 years bith over the counter and to dentist, there are too many false statements to even address. The truth is no lights work. Dentist have been using lights for curing of composites etc for 30 years. Then came Brite Smile, Zoom and others to market a teeth whitening light to dentist. ALL research not published by marketers of lights (mainly dental schools etc.) state no neglible difference with or without the light. Percentages stated here are wrong. 3 to 1 ratio between carbamide and hydroge peroxide. 16% HP=48% CP. The only difference between the high precntages in a dental office and the OTC products is how many treatments to get the same whiteness you want. 16% CP OTC product vs dental office treatment simply means you do 6 treatments at home to establish the same results.
The wonderful world of marketing opportunity. The whitening biz via selling lights to dentist is defintely the biggest AND MOST INGENIUS fisaco of marketing spending millions to sell lights to dentist for (when first started) $7,000+ each.
Wish we sold the lights then rather than manufacturing the gel............

Well, I'm still confused. I'm seeing the argument that mall bleaching is safe because the chemicals used are around the same strength as something OTC like Crest Whitestrips, yet the mall kiosks charge considerably more than Crest. One poster mentioned that the concentrations are just "a bit" higher than that. So by that logic, shouldn't the kiosks only charge "a bit" more?

Dear John,

It's obvious, by reading your postings above, that you are looking for any reason to discredit this new segment of the market that is not only effective, but more convenient than OTC products and safer and more affordable than traditional teeth whitening procedures done at the dentist.

Yes, the peroxide percentages are a bit higher than other OTC products. No where above is it specifically stated that they are a bit higher than Crest White Strips, which, according to another article on this website, contain a percentage of H202 that is less than 5%.

The main point of all of this is that the author of this article stated that "the bleach generally used at these kiosks consists of high concentration hydrogen peroxide, usually 35%." - This statement is completely FALSE.

Here is a fact for you... This new segment of Cosmetic Teeth Whitening offers the public a teeth whitening product that is Fast, Safe, Effective, and Affordable. The bleach used in the products of the legitimate companies in this segment consists of a concentration of peroxide that is high enough to produce good results, but low enough to cut the severe side effects that people experience at the dentist - it's a good balance.

Unfortunately there are some dentists and dental hygienists who are extremely possessive of their trade, have huge egos, and feel threatened by this new segment in the market. As a result these dentists and hygienists will continue to mislead the public and slander those in the cosmetic teeth whitening industry.

I look forward to seeing these bastards get shut down. How do they know if someone is a good candidate? Teeth whitening is a DENTAL procedure, and what will be next? Pulling teeth? Cleanings in the basement of their apartments? Brain surgeries at the mall?

Bleachbright SUCKS. I had it done at a my local mall and the lady didn't know anything. I asked to keep my mouthpiece and she didn't let me, she said they RE-USE them! GROSS. She said they sterilize the mouthpiece but given the cleanliness of the booth I doubt it. It was also the worst looking "kiosk" in the mall, wasn't a kiosk at all, just a few chairs in a circle. Can't believe they let them in the mall.

This is a business in transition. Teeth whitening is ultimately a cosmetic procedure rather than a dental procedure. But dentists have a stake and they don't want to see a profitable part of their practice slip away.

The truth is that the LightSpa treatment, because it is a 15 minute self-administered procedure is very safe. The vast majority of our customers experience no side effects at all. Unlike most dental patients.

The basis of most whitening products is hydrogen peroxide. It has been thoroughly researched over the last decade or so and has been overwhelmingly pronounced safe and effective.

But the dentists will make it seem like it's a procudure that needs to be closely monitored in order to aviod serious complications. You can't really blame them. Some people will always feel more comfotable having the whitening treatment done by a dental assistant and they'll pay for that level of assurance. Other people will feel comfortable with an over the counter treatment. And some will like the ease and low cost of the LightSpa product.

The fact remains that this business will be common in malls and salons within a year. It's moving in that direction at a rapid pace and there's no stopping it. As long as people are allowed to buy Crest Whitestrips in any grocery store, people will be allowed to self administer the LightSpa products in malls and salons. And they'll continue to do so because it's much quicker, and much more effective.

It is our job as a franchise to bring up the standard for professionalism within this new industry. We want to make sure that our customers are provided with a sanitary environment and receive the best experience possible.

Gary Bodley
LightSpa

I own a BleachBright kiosk and have recently had a fourth year dental student come and get his teeth whitened. He was very pleased and actually returned the next day to let me know. He also helped to convince several people to try it during the time he was there. He agrees that we are doing nothing wrong and proceeded to tell me that during all of his dental school he had never had any type of class regarding teeth whitening. Dentists just go out and do it. Also if dentists need to check us out and make sure we are good candidates then why can I walk in to any dental office and purchase gel right from the secretary. I've done this many times at offices other than my actual dentist. They do this because teeth whitening products are not considered drugs and do not require a prescription or a doctor/dentist to sell them.

In all honesty I found this page after looking for info on these kiosks so that I, like all dentists can make $$$$. I am not a dentist & I do notown a TEETH WHITINING business but here is the obvious question everyone should be aware of... HOW MANY DENTISTS ARE TRAINED & GO BACK TO CLASS to lean how to use these systems? LOL That is what makes me LMAO. There are some dentists on here that claim they have been practicing 30 yrs, some less, but they were never educated about this process back then in the 1ST PLACE!!! Think about it.

In response to an earlier post "dentists will make it seem like it's a procudure that needs to be closely monitored in order to aviod serious complications" I'd like to say that this IS indeed a procedure that should be closely monitored! There is a delicate balance of fluid in teeth that any bleaching agent will disturb. If proper precautions aren't taken, extreme pain and tooth damage can occur.
What measures are taken to ensure that the "patient" at the mall doesn't have active decay? If there are no true dental personnel there examining the teeth, how irresponsible is it to subject someone to the horror of bleaching agents getting in decayed areas?
What about periodontal disease? Is someone monitoring for that too?
Let's face it, not everyone is a candidate for tooth whitening.
Seems to me that the kiosk operators are the irresponsible, greedy parties here, not professional dentists who are trained in the anatomy and inner workings of teeth.

This is simple: WhiteSmile (sam's and walmart) works and it is safe. Thousands in multiple states have proven so. Do you think Sam's would put their empire in jeopardy if the product hadn't been vetted? Those who shout from the mountain tops that they are unsafe are those who realize they're going to lose money by the success of this fast, safe, cosmetic procedure....let me think...uh yeah, the dentists who want to charge you 600 bucks. the sham is over and whitening is available to you affordably and quickly if you the right provider. don't let some lame dental board of greedy-minded get in the way of you making sound choices in a sound establishment. if you're nervous, simply don't go, but don't preach to me, the consumer, about what i can and can't do. It works. enjoy.

James - Did you read what Flosser wrote? There are people out there who have dental conditions that make bleaching particularly unsafe for them. Are you aware of those conditions? Are the people who run the kiosks?

John,

According to Flosser's logic and yours for that matter, all Crest WhiteStrips, Aquafresh whitening trays, and other over the counter bleaching products should be pulled from the shelves.

What measures are taken to examine the oral health of customers that buy these over the counter bleaching products before they put them in their shopping carts?

The reason this is possible is because these products are for the most part safe they are no where near as dangerous as you and your minority of egotistical dental associates would like to scare the public into believing.

Of course it's a good idea for anyone considering teeth whitening to discuss the options with their dentist. However it's time for you guys stop making biased, hypocritical, and unrealistic aruments against this segment of cosmetic teeth whitening that provides the public with a safer, more convenient, and more affordable solution to traditional dental or other over the counter procedures.

If your going to stand by your position in your last point, I suggest you lobby to make the public sale of Crest White Strips illegal without a dental consultation. Good Luck!

So, we're back to the argument that the kiosk whitening is no different from White Strips other than to cost a lot more?

If that's your position, then that's fine--case closed. But if your position is that kiosk whitening is better (i.e., more powerful and effective) than White Strips, then you can't feign surprise when dental professionals ask that it be held to a higher standard.

John,

Are you feeling okay? I'll tell you what's happening here. Your bias has blinded you from the fundamental fallacy of your argument. You're so upset that other people have come up with a way to whiten teeth that is superior in all aspects to yours, that you are unable to rationally process a thought. You are like a poker player on tilt.

You are the only one who has ever argued or said that kiosk whitening is no different from WhiteStrips. Newsflash John. It's not the same, it's better. Not only is it better than WhiteStrips, but it's safer than the 35% peroxide that those in your dental community use.

Your hypocrisy has no bounds. How can you sit there and preach about safety when the most severe side affects associated with teeth whitening occur from the procedures given by you and your dental professionals?

This is simple...try to put your bias aside and follow this point:

Here are your words - "There are people out there who have dental conditions that make bleaching particularly unsafe for them. Are you aware of those conditions? Are the people who run the kiosks?"

Kiosk teeth whitening is self administered and is an over the counter product. Please answer this question John...who is aware of those conditions you speak of when a person buys any over the counter bleaching product?

What measures are taken to examine the oral health of customers that buy bleaching products before they put them in their shopping carts?

Once you answer these questions, then I will be happy to address your next attempt to discredit this industry which I know you are already contemplating.

WOW!! I have read all the comments above and believe that dentist think they have monopoly on anything that goes in our mouth! Over the counter is over the counter. If one is not acceptable than all are not acceptable,mouthwash, toothpaste,strips heck even GUM! A way to simplify teeth whitening and achieve results that are cost effectively and with convenience to me the consumer. If a person chooses to sit in a mall and have there teeth whitened, it's our right. As for the discussion of sanitary and hygiene practices it is the responsibility of any company to uphold the standards and practices of operating ethically. Food service, nail salons, spa's etc. Why is teeth whitening so controversial. I believe it boils down to $$$. This is rediculous, companies operating in the paramiters of the law should not be slandered without sources. This article is completely unrealistic.

To the dentist:
A needed and respected Doctor who after years of study deserves our respect for their expertise! Kudos!

But why the fight over a cosmetic over the counter treatment??

Does a dermatoligist have a complaint about tanning beds? Does a tanning bed technician monitor how long your entire body should be under UV and the frequency of your visits!!Are they trained in sanitizing a tanning bed where bodily fluids are left in a location where they can transfer from one person to another???

To the teeth whitening companies:
Congrats on your innovation in finding a solution to achieve results with your process and take care in choosing your people. (as in any consumer service industry).

I would have more concerns going to a nail or tanning salon. How do they sterilize a pedicure bath. Also if a employee in a industry does error is that entire industry not safe?

Speaking out about a particular incident does not damn and industry.

I guess the question is who has the higher net gross profit per whitening, that seems to be the argument here. The article has lost all it's might due to the fact it has erroneous facts.

Thanks for the brain tease but thats all it was. Not that hard to see the truth playing out here.

My wife had her teeth whitened at the dentist. It cost $ 400. I wish I had the 300 back and she could use the mall . I know someone else had it done at a home show like a mall and it looked great.It cost 99. I do think they should require some certification and to stay within the limits of OTC. Why should only the rich get teeth whitened. Dentist are going to fight tooth and nail to kick everyone out because of money you can bet that. It must be nice to throw your wieght around however that is wrong because then a certain percentage of the population will not be able to get there teeth unstained. If its safe its safe come on.

I actually own several mall kiosks, and would like to weigh in. At least once a week, (or more) my employees are harassed by someone in the dental field. Interestingly enough, dentists are NOT the worst to deal with. Generally, they ask intelligent questions, and already understand that the product is safe. It is important to make the point that whitening is OPTIONAL- not NECESSARY- so any dentist that "upsells" his patients on whitening is ONLY doing so to make money. Period. (and I'm okay with that) That aside, I would rather talk to the dentist ANY DAY than the dentist's wife, or husband, mother, sister, aunt, cousin, child, college roommate, next door neighbor, ect. From what I can gather, knowing a dentist gives one the perception of having enormous amounts of conferred dental authority. It is agony to be abused by these people, as they are uninformed, confrontational, and out to pick a fight for no good reason. It is almost like they want a good "fought with the mall teeth whitener" story to bring back to the dentist in their life. All in all, though, the WORST to deal with are the dental assistants/hygienists. This group takes mall teeth whitening PERSONALLY. They always start by asking thinly veiled questions that are supposed to give the impression that they are NOT in the dental field, but are somehow just knowledgeable. Usually the questions are designed to give the hygienist an opportunity to have a gotcha moment where they get to tell you they are, in truth, a DENTAL HYGIENIST! Following the big unveiling almost always are nasty, impolite comments. It is a poor representation of their field, and puzzling. I can not imagine another situation where so many people feel they have permission, and indeed are almost mandated to be rude, in public, to complete strangers.

I bring all this up because articles like yours condone a negative attitude toward a legitimate industry full of people just trying to sell a safe, convenient product at a great price. Save the righteous, (misplaced) indignation for a worthy cause.

Believe it or not, I am a registered dental hygienist, and my husband is a bleach bright dealer. Having been in the dental field for 8 years, I too had a negative attitude toward this product at first. Prior to our buying a dealership I had to see the product in action, and do extensive research and questioning. This product is almost 100% safe, that being said, NO product is 100% safe, especially not the $750.00 high concentration bleaching treatments performed in the dental offices I work in. Not only have I seen patients experience severe sensitivity, I myself experienced severe sensitivity when I tried the treatment 4 years ago. Might I add that in most dental offices, the "Dentist" is not even the one who administers the "1 hour bleaching". Usually this task is performed by a dental assisstant with no professional training!!! Why is this any different than a trained on the job teeth whitening professional? Perhaps the only legit thing to do is to have a course on teeth whitening that the dealership owners have to attend, so that their employees will have the knowledge needed to inform their customers of the contraindications. I am not opposed to this, as I don't think any of the teeth whitening dealers mission is to make money at the cost of damaging someone's oral cavity. Bottom line is that the dentists, hygiensts, assisstants, etc should do their research on this product prior to jumping to conclusions. I have yet to see anyone have a bad experience using this product that is why I believe it is harmless.

Also, dentists should actually not feel all that threatened seeing how the in office treatments still seem to give the whitest results. While some customers or patients if you will, prefer to bypass the highly concentrated bleach used in dental offices for a much less expensive and more comfortable procedure, there are still going to be plenty of people that will only trust their dentist, and think the higher prices mean better results. Heck, actually if you want to know the truth, dentists should buy a light for their offices, charge $150.00 to $300.00 for the treatment, and be making way more money than they are with their current treatments because more people can afford it, and it dosen't take up nearly as much chair time.

Albert - We just don't seem to be speaking the same language.

As you know, I haven't claimed that the use of a product like White Strips needs to be overseen by a dentist. Why? Because of the relative weakness of it. That's not to say it's ineffective--only that it's not as effective as what dentists offer. It can't be; by law, being an OTC product, it has to be kept weak. Now, I imagine that Crest made them as strong as they felt like they safely could since they want people to have the best results possible for an OTC product.

What you're saying is that your product is better than White Strips. Tell me... What makes it better? Is it more powerful? And if it is more powerful, then why shouldn't it be held to higher standards standards (i.e., professional oversite) as White Strips?

Kelly - There's no excuse for dental professionals being rude to you at the mall. I can't justify that. I think they just get very concerned because they see two possibilities with the kiosks: Either the service provided by them is no different than White Strips (meaning customers are being mislead and overcharged), or the services provided by them are more powerful than White Strips (meaning there ought to be some training and oversite of the kiosk operators).

James - If you think greed is the motivating factor behind the majority of people who oppose kiosks, you fail to understand your opponents. Certainly, greed will be a factor for some of them. But most of them are just genuinely concerned about patients' oral health. These people have years of professional training and experience. Instead of just dismissing their arguments as being founded in greed, you ought to instead engage them and try to at least understand their position. It's possible you know something they don't know, but it's also possible--with all of that training and experience--that it's the other way around.

Dear John,

You're right...we're not speaking the same language. The reason for this, in my opinion, is because you are dead set on condemning an industry in which you know little about. Why are you determined to undermine this industry?...I think it's because you are possessive of your trade. In other words, you don't like seeing other people involved in something that your profession has owned for years...your instinctive reflex is to immediately reject what you've seen in the mall without knowing the facts, just as the author of this article has done.

All this started because the author of this article passed judgment on something without having the facts. The author stated that kiosk teeth whitening booths generally use 35% H202 and is therefore unsafe. This John...is false. Once again, the only people using these "unsafe" levels are some dentists. Tell me...Am I wrong? I don't think so.

Now...to answer you other questions:

Yes it's better than White Strips...but that's not all John. It's also better than the whitening procedures performed by many dentists.

Why is it better than White Strips? First, it is more powerful. Why shouldn't it be held to higher standards (i.e., professional oversight) as White Strips? Because it is not at the dangerous levels that are used by some dentists (35%H202). In addition John, there are other factors at play that make this method the newest and best way to whiten teeth. There are other proprietary elements in these cosmetic solutions that maximize results and minimize side effects. There are other proprietary steps involved in the self application of these products that contribute to the overall goal that we consistently achieve - a happy customer.

I've seen the customers that come out of dental whitening procedures, and you and I both know John that a large portion of them are not happy either because they don't feel they got there $500 worth or because they have severe tooth sensitivity or a hole in their lip.

We're not dentists John, and we don't pretend to be. We always recommend that our customers talk their dentists first if they have any questions about teeth whitening.

In the end John, many things in this world change and improve. Technology and business have developed a new whitening product that is superior to traditional methods. The fact is John that these products work and are safer and more affordable than some traditional procedures available at the dentist. You should look at the bright side…now you can spend more time doing what you should be doing – fixing teeth rather than whitening them.

Hi,

I am in Oregon and am about to open three malls here. I am personally pleased with my own results and the people I have serviced have ALL been exceptionally pleased as well.

I feel confident in this product and in our company and look forward to offering this to the people in my area.

As to rude and greedy people you can find them anywhere in any industry. I choose to not waste any time with them.

Also everyone here is blathering on about the concentration of the product used yet that grossly uninformed, unprofessional and completely idiotic article about the site in SC being closed tried to put the issue on the strength of the LED UV light we use.

???????

Let me clarify we use a Light Emitting Diode UltraViolet Light which is NOT a medical device. If you go to the parent company's site or others like mine you will see where we even list the FDA regulatory information. Hello!!!!

Our products and process have been researched and approved safe (FDA), our equipment has been researched and approved safe by the insurance underwrites industry and we all carry insurance just like any other 'professional' (when study massage I even had to have insurance). As to training well feel free to pick on me. I am in addition to being a proud part of BleachBright I am also an NHA CPT and while I am not taking blood from anyone as part of teeth whitening I have been THOROUGHLY trained in all safety procedures and regulations and know what we are doing is safe and legal. I also wouldn't work with a company that was 'shady' or not forthright. I have quit several good jobs in the past due to lack of company integrity and I have to say BleachBright is there in all ways and doesn't try to hide, embellish or mislead anyone. As a legally ordained ministed (2 and half years of seminary) I won't work with anyone who isn't coming from a place of honesty and integrity.

And on a final note chech THIS out!!! It recants some of the statements negligently made in earlier articles concerning SC and even specifically names BLEACHBRIGHT as being O.K.

Here is the article copied in - oddly enough the detrimental story is easy to access - this one is impossible and I was only able to access it as a google cache page - hmmm wonder why - but here it is for your reading pleasure. I love the way they try to justify there inappropriate and unprofessional accusations!

Posted on Tue, Mar. 18, 2008

VICKI LEE PARKER
(Raleigh) News & Observer

Smile. You can still get your teeth hitened on the cheap. The state board of dental examiners spent two days discussing whether employees at teeth-whitening kiosks in malls were practicing dentistry without a license.

Their conclusion: not always.
"Basically, we can't make a blanket policy about all of these things," said Bobby White, chief operations officer of the state board. "The way they set up their practices may vary. Some may be within the standard. We will continue to follow up on a case-by-case basis."

White said the board received a number of complaints after several such kiosks began opening at shopping centers across the state. The kiosks sell teeth-whitening products and offer customers the chance to use them on site. They have proved popular because of their convenience and price: $100 compared with the $500 to $600 that dentists charge.

Dentists have complained that the kiosks are not licensed to do such work and that customers could be hurting their teeth.
White said that the state law defines the removal of stains from human teeth as a practice of dentistry. But added that there are a number of gray areas.

"You can go to the drugstore and buy whitening stuff," he said. "If that what's going on here, there are no problems. But if someone else helps you do that or makes claims that a dentist would make, that's where we will be concerned."

He said the board has sent 10 cease-and-desist letters to whitening practices across the state that it considers in violation of the licensing law, which is a misdemeanor. Two of those cases have been referred to the courts for an injunction, White said.

The two businesses operating in Triangle malls, iBrite Express and BleachBright, were not sent letters and continue to operate. Employees at those kiosks ask customers to place the whitening products or trays in their own mouths to ensure that employees are not seen as doing dental work.
White said the board will continue to investigate complaints to see whether whitening businesses are complying with the law. Violators will receive warning letters asking them to stop any questionable practices. If they don't, the board could refer the case to the courts or a district attorney's office, he said.

M. Alec Parker, executive director of the N.C. Dental Society, said the board acted properly.

"In my view," Parker said, the board "is not being too aggressive by going in and making accusations that may not be true."

Parker said the society is concerned that people are putting strong chemicals into their mouth without being warned about possible unwanted consequences. He said some people have had allergic reactions or extreme sensitivity to whitening chemicals. In addition, Parker said that not all teeth can be whitened.

"We are concerned whether there is someone on site assessing if they are a good candidate for whitening before they spend their money," he said. "This is something we want to keep an eye on."

Likening teeth whitening to dentistry is likening hair cuts to the field of brain surgery. My wife is considering doing bleach bright and we've done extensive research before hand (thats the beauty of a wired world right.) I've found few if any complaints about bleach bright.

Again, if I want a haircut I see a barber/stylist. If I want a lobotomy I see a brain surgeon. Its basically the same comparison. Or you could liken tanning salons to dermatologists.

Here is a different thing that happened at a Sam's Club Teeth Whitening Road Show - I got sunburned from the pulsing light. Have any of you heard of that before? I feel "scorched" in more ways than one. . . I got a single (one time) whitening treatment and couldn't tell any difference whatsoever in my teeth. However, I did feel publicly humiliated sprawled out there in the dental chair, my mouth looking like a beat-up quarterback gagging on his mouthgard, all the while sporting GINORMOUS orange safety glasses. They protected my eyes, but I ended up with bright red Santa Claus cheeks! As my momma would say "Now that's a pretty picture. . ." My face hurts.

Intersting...I whitened by teeth at the Sam's Club Road Show and had pretty good results. I got the complete package, and after about 24 minutes, my teeth went up 7 shades. I was impressed. At first it was a bit uncomfortable doing this out in public, but I wasn't scared to give it a shot. I would much rather do it at Sam's than in the middle of the mall.

This website is only half of the story...here's the other half:

VICKI LEE PARKER
(Raleigh) News & Observer

Smile. You can still get your teeth whitened on the cheap. The state board of dental examiners spent two days discussing whether employees at teeth-whitening kiosks in malls were practicing dentistry without a license.

Their conclusion: not always.
"Basically, we can't make a blanket policy about all of these things," said Bobby White, chief operations officer of the state board. "The way they set up their practices may vary. Some may be within the standard. We will continue to follow up on a case-by-case basis."

White said the board received a number of complaints after several such kiosks began opening at shopping centers across the state. The kiosks sell teeth-whitening products and offer customers the chance to use them on site. They have proved popular because of their convenience and price: $100 compared with the $500 to $600 that dentists charge.

Dentists have complained that the kiosks are not licensed to do such work and that customers could be hurting their teeth.
White said that the state law defines the removal of stains from human teeth as a practice of dentistry. But added that there are a number of gray areas.

"You can go to the drugstore and buy whitening stuff," he said. "If that what's going on here, there are no problems. But if someone else helps you do that or makes claims that a dentist would make, that's where we will be concerned."

He said the board has sent 10 cease-and-desist letters to whitening practices across the state that it considers in violation of the licensing law, which is a misdemeanor. Two of those cases have been referred to the courts for an injunction, White said.

The two businesses operating in Triangle malls, iBrite Express and BleachBright, were not sent letters and continue to operate. Employees at those kiosks ask customers to place the whitening products or trays in their own mouths to ensure that employees are not seen as doing dental work.
White said the board will continue to investigate complaints to see whether whitening businesses are complying with the law. Violators will receive warning letters asking them to stop any questionable practices. If they don't, the board could refer the case to the courts or a district attorney's office, he said.

M. Alec Parker, executive director of the N.C. Dental Society, said the board acted properly.

"In my view," Parker said, the board "is not being too aggressive by going in and making accusations that may not be true."

Parker said the society is concerned that people are putting strong chemicals into their mouth without being warned about possible unwanted consequences. He said some people have had allergic reactions or extreme sensitivity to whitening chemicals. In addition, Parker said that not all teeth can be whitened.

"We are concerned whether there is someone on site assessing if they are a good candidate for whitening before they spend their money," he said. "This is something we want to keep an eye on."

Let me get this right. Dentists can treat patients orthodontically with Invisalign after just a 1 day training, yet they are all up in arms about outsiders performing teeth whitening procedures. Dentists are routinely screwing up patients occlusions with Invisalign. How do I know this? I was a Invisalign rep/consultant for 5 years. I guarantee that more patients teeth have been screwed up do to virtually untrained dentists doing ortho, than customers having their teeth whitened in malls. As a matter of fact, I'll put up some good money that its not even close.
Also, the dental establishment has stated that anyone touching another persons mouth is performing dentistry. And anyone guilty of touching anothers mouth can and will be issued a misdemeanor. I know nurses assistants that brush their patients teeth daily. Patients that cannot brush their own teeth. These nurse assistants are not dental professionals. By the dental board's logic, they should all be fined and probably arrested. Dentists, look in the mirror. This is absolutely ridiculous!!!

Hello All-

I personally work for Ismile in Northern California. I absolutely love all of the comments and feed back people have been giving over the month.

All you have to do to find out what process we use is ask us.

We take a silicone based mouthpiece, imprint the teeth top and bottom, fill with a 16% hydrogen peroxide gel developed by a dental chemist, spray with an organic proprietary blend accelarant and put a customer under the LED light for 15 minutes a session. A single session is anywhere between $99 and $149 depending upon the location and a double treatment which is done back to back from $149 to $199.

Every location eventually gets secret shopped by the Dental Board. Personally, I have given out my dental boards correspondences phone number numerous times so people can call to confirm we are safe and legal.

I am approached by dentists and RDA's on a consistent daily basis but the plain fact is that everything we use is FDA approved. We never pretent to be dentist and we never guarantee whitening.

All customers sign a waiver before the treatment stating that we cannot guarantee results, not to do it if: you have received dental surgery in the last 28 days, if you experience bleeding or soreness of the gums, if you are pregnant or breast feeding. It clearly states we want to only do the whitening on healthy teeth and gums. Plain and simple its buyer beware.

I love my job and I eventhough I wrote this I still know all of you will still be just as skeptical and pissed off but if you werent we wouldnt live in the land of the free speech!!!!! Have a great night :-)

Hello,

I am a former dental assistant of 33 years and I opened my professional independant teeth whitening business about 5 years ago. I offer impressions for custom fitted trays(which I personally make) which is the identical procedure used by 90% of all dentists. I also retail all the same professional gels

I now travel the country doing about 16 cosmetic shows per year and have about 75 salons trained to offer this identical COSMETIC self applied procedure. Teeth whitening outside a dental office is here to stay! I have been challenged by many dental boards (BLAH BLAH BLAH) they all say the same thing! And yes the client does the impressions right inside my 10 x 10 booth. I work side by side by many of these light companies and I know they know exactly what they can and can't do. I personally do not use a lights as the clinical research department of the ADA has stated they have no effect on whitening. I have spent the last 5 years researching teeth whitening/laws etc. and have a bible of information. Teeth whitening outside a dental office is here to stay...I will make sure of that! I am very proud of what I offer to clients which is a safe, non-evasive, cosmetic procedure done BY THE CLIENT. Teeth Whitening is not brain surgery and I too know it's all about $$$. Well I could go on and on about my business. As you can see I have a passion for what I doing. Dentists need to get over this and go back to practicing dentistry!

The solution that is being used for these treatments range from 12% - 19% not 35%.

Obviously whoever wrote this article did not do their research. Like many of these comments already posted, the hydrogen peroxide level is MUCH lower than used at the dentist office. If you look at who is writing the comments against or trying to make teeth whitening kiosks illegal, you will probably find a trend of them being detinst or related/personal friends with a dentist, who will feed inaccurate infomation so they don't lose money. The only people threatened here are dentists. You can go to super stores and buy a teeth whitening kit with more hydrogen peroxide in it and you can also buy a hand held blue light! What these kiosks are offering is basically the client purchases the 'over the counter' kit and gets the use of the blue light. Dentists... get over yourself, your still going to make a rediculous amount of money from every other procedure you claim is necessary for your clients.

the bleach is 6% hydrogen peroxide with
bleachbright, and white science uses 9%. All my research shows nothing more. The term most often used is CARBAMIDE peroxide at 35%, which equates to a 9% hydrogen peroxide. Sadly, this writer didn't bother to explain this, and was more than likely fed this misinformation by those who most benefit from it... dentists.

Michael- You must be a dentist. Do some research before you write comments. No one at Sam's is using 35% hydrogen peroxide. Also, Mike...the FTC is investigating dental boards and dentists for trying to interfer with businesses providing a COSMETIC service. Would like to add you to the list. Can you provide your full name?

your research is wrong, how do i know this? because I work at one of these places. we only use 12% hydrogen peroxide. customers have to read a form that warns them about the side effects of whitening teeth, and who SHOULD NOT do the whitening. we aren't to look in the customers mouth, or tell them anything about their teeth, if they have questions "we recommend they see their dentist if they are unsure" i am not a dentist. we simply do a whitening procedure. 95% of my customers are happy with the results. the ones who are not aren't required to pay.

I am in the process of becoming a Teeth Whitening Dealer and I have also performed many hours of research on the pros and cons of this new business. The only really negative comments I have found on this new business is at this website and I am not convinced this is an unsafe practice. I am more convinced than ever due to the "Dental Professionals" who have chimed in on the subject and identified themselves as professionals in the Dentistry field. I believe that as long as the consumer is aware of the potential side affects and warnings which are published with OTC products and the dealer is adhering to the respective state laws regarding "Dentistry" and "Cosmetics", there should not be a problem. Only be concerned with the ones who break the law and not the ones who adhere to them.

I had the whitening done yesterday at the mall, and I loved the results. I suffer from very sensitive teeth, and when I tried my dentists whitening products I was in a lot of pain. My dentist went as far as saying that I was not a good canidiate for "Zoom" because of my sensitivity. I explained that to the girls at Ismile, and they assured me that I would not feel the same pain because they only used 16% peroxide. So I gave it a try. I did 2 15 minute sessions, and had no pain, and good whitening results. Just one story...thought I'd add it.

So, after all this arguing, is it legal

My wife and I had our teeth whitened at Sam's Club the other day - Two double treatments each for $97/each (reg. $143/ea.).

The result were immediate and very noticeable.

I have a relative that is a dental hygenist and I am good friends with our personal dentist. They both agree that this method is safe in 99% of cases. They also agree the biggest complaints come from groups who represent the business interests of dentists. It cuts into their profits and they don't like it.

My dentist knew we were getting it done because I refused to pay his $500 price and I did not want to wear a mouth piece to sleep in for a week.

He cleaned our teeth first and then saw us the day after. He agreed we were whiter and everything looked fine.

He actually was thrilled because now I have to pay him to replace a crown that no longer matches my teeth!

I love it, my wife loved it, but just realize going in that YMMV.

To all,

I myself am considering to starting a teeth whitening business that will primarily conduct business in a mall setting or local salons/spas. I have red the many "back and forth" arguement listed above, I guess I feel it boils down to this:

If you can purchase this teeth whitening gel over the counter and put it in at home, what is so wrong with doing it with the added use of a high power led light which allows the chemical to have its reaction faster? You are just speeding up the process with the light, nothing more. The LED light I will be purchasing will cost $3500, most people cannot afford that just to speed up the proccess for something they are going to do maybe 2x a year.

I understand some peoples initial concern, but if these people are so concerned, why are'nt they arguing about pulling the product off the shelf entirely, not just harrasing kiosk owners?

When I first seen it done I had the same thought "Teeth whitening in the mall, that's kind of weird" after a little research my thought is now this "Wow, I can help people have whiter teeth, save them money and time, and make make money at the same time" So what is wrong with that??

Bill H.

I had my teeth whitened at the mall by Bleach Bright. I had been to my dentist and knew my teeth was ok for whitening. I paid only $99 and am so happy with the results. My husband also had his done and again great results. I think people should ask their dentist before whitening just to be safe. I will be going back this is a great service at a great price. I also will go to my dentist every six months for check ups and cleaning. I tried the trays from my dentist but I did not like sleeping with the trays in my mouth.

I am about to begin this type of business and I am wondering is anyone truly profiting with this concept? I do not reside in a metropolitan area and wonder if I can be profitable at about 80,000 population? Any comments?

I think the QUESTION IS:
Is teeth whitening without the supervision of a dentist LEGAL? Be it because of the percentage of the gel or because of the light source.

It is known and i think anyone can agree that, the higher the concentration of the peroxide level, the more sensitivity you are likely to feel! Now, remember, when you read the percentage of peroxide, take notice at what type of peroxide is being used: carbomide or hydrogen? And know that a higher carbomide peroxide level equals a lower percentage of hydrogen peroxide. Ultimately the difference would be that carbomide is an over the counter product that can be sold at your neighborhood pharmacy, and hydrogen peroxide is 9/10 something that only a dentist can administer or prescribe.

Also, as a person exposed to this industry, I just wanted to inform ALL CONSUMERS, that ANY teeth whitening method you CHOOSE, will give you a result. IF you go for over the counter products, I want you to know that in order to achieve the results you are lookin for, you need to be consistent with the product, and if you use whitening trays provided by your dentist, they WILL work as well, but again by being consistent with the method. The problem with these techniques are that they require time, patience, and consistency, which the majority of users give up on because of the sensitivity produced on their teeth and gums by the gel due to daily exposure, whichever one it may be (carbomide or hydrogen)!

When you choose a light activated system such as: BleachBright, LightSpa, Da Vinci Whitening System,iSmile,Laser Bright, iBriteExpress, ZOOM and BriteSmile - prices varying from $99 to $600... YOU ARE PAYING for the same TECHNIQUE and their MARKETING and their ADVERTISING. The technique is ofcourse a peroxide gel and a light. The differences are the concentration of that gel and the intensity of that light!
PLEASE KNOW that between these choices, the last two... ZOOM and BRITESMILE are in- office treatments that require a dentist because of their light source and percentage of peroxide. The need of a dentist would be legally required because improper application can cause irritation or slight burning of gums or skin.
CONSUMERS, be wise when choosing your product. Kiosks and unsupervised whitenings have their pros and cons just like everything else. The ISSUE is NOT about dentists, it is about YOU! IF at these kiosks at the mall you are paying 99 or 150 dollars for 15 minutes of YOUR own time, to whiten your own teeth, worth it to you, by all means go ahead. But COMMON sense tells you, that if its about saving some money, you can spend 40 dollars at Duane Reade for a light activated teeth whitening Crest product, to perform on yourself as well, with the benefit of being in the comfort of your own home achieving the same result is better for your pocket. DO NOT TELL ME that you are willing to pay a higher amount of money, for a system where you are performing the whitening yourself!!! If you pay for a service, than let that service be rendered to you whatever cost you are paying ($99 or $299) at these locations, if you end up doing it yourself while paying rip off prices, even 99 dollars, pretend your not satisfied and ask for a refund!!!
By the way, if you are the type to do some actuall research about terms and legalities about teeth whitening, IT IS illegal to perform whitening without the supervision of a dentist if you are using more than a certain percentage of peroxide, (go find out), but i will tell you this, if you plan on doing a whitening without their supervision, at least ask your own dentist at your routine dental visits about the following:

1) Are you a candidate for teeth whitening... (example, if you have recently placed crowns or veneers, if you are pregnant or nursing, if you have tetracycling stainings, if you take photosensitive medications, if your teeth are already light to begin with) so that you can be provided with a realistic expectation for your result or simply if you dont qualify because of any of the above mentioned reasons. I can guarantee you that even a trained technician cant answer or review your medical or dental conditions, and my dears, that is a very, very important part of your service, because it has to do with your well being.

2)What guarantees are given ( for example, they cant mention satisfaction guaranteed because that means they lose their money when most cases, you are not satisfied. They can only provide a whitening guarantee service because as long as you achieve even ONE shade lighter, that whitening was still achieved... Was it worth your money??? but ofcourse, the untrained can not answer how many shades lighter you can possibly get.

3)MOST IMPORTANTLY you MUST KNOW, that because this procedure is not supervised by a DENTIST, YOU CAN SUE the COMPANY, Franchise, whatever they are, simply because they KNOW it is illegal yet they choose to profit from you and your unawareness to teeth whitening details. Remember that the way marketing and adverising works, is partially if not entirely a gimmick to get your hard earned money!!!

Last but not least, if they are using a safe percentage like for example a 22% carbamide peroxide or 6% hydrogen peroxide as stated by the A.D.A that its a safe percentage, and a low intensity light to activate the gel, then you can use the same at home for a whole lot less. And if you go to per say BriteSmile and pay 299 as they advertise now, make sure its money worth spent, for a higher price usually means better results attached to good service and yes location. Remember the saying: NOT EVERYTHING THAT SHINES IS GOLD

Hi Rick- to answer your question the company in Sam's Club is called White Smile USA.

The very first e-mailed I read on here was incorrect, the percentage of hydrogen peroxide is under 16%, this is higher than Crest Whitening Strips which is 4-8% depending on which package you purchase. I have done the Zoom2 and found that was 35-50%. Still Whitesmileusa is FDA approved- over the counter bleaching, anyone can buy.
All of this is also considered cosmetic so in fact they are not doing anything illegal, if anything they had found a better way to beat the system and guide users on the correct way to use the product. I've been to the kiosk myself and anyone who assist you is knowledgable and seems very helpful. When I asked several
q-s, the associate seemed honest and knew what they were talking about. In any situation they never say they were dentist or give any doubt that they are really more than what they are. They simply help guide me with my administer using a mouth piece.
They never once touched my mouth, they were very clean and I watched for cross contamination. I was please with my results, im not saying this method is for everyone but the cost was right and the 30 min process was way better than the Zoom.
They did go over a consent form which was good, I learned about diff things that I could be at risk for during and after the process.

I had my teeth whitened in a kiosk & was very happy with the price, the professionalism of the staff, the cleanliness of the kiosk and most of all the results!! Great job!! Bravo, Bravo!! It is obvious all of the negative comments are from the dental industry. Who else would honestly be so "riled up" enough to take the time to spend so much time going back and forth on a website like this.

My interest is neutral.I am not a dentist and I'm
not associated with ismile. I'm just an ordinary person who thinks whitening your teeth in the mall or Sam's Club, etc, is an EXCELLENT idea. Let me tell you about my own experience. Five years ago I had my teeth whitened with Bright Smiles (ever hear of the company)? It cost me 500 dollars. That's right, 500 dollars. It was done in a dentist office. But, the catch, the person who did my teeth whitening wasn't from that office. I think this is how it works. Bright smiles worked out a deal with the dentist, lets say, each customer that Bright Smiles does the work for, they give the dentist office a certain percentage. And in the meantime, the customer thinks they had their teeth whitened in the dentist office. Well, does that make sense to you people that object to whitening your teeth at mall locations? Listen, whitening your teeth is a cosmetic procedure, it does not need a dentist to do it. My own dentist even told me so. My son had his teeth whitened about six months ago with a so called dentist. It cost him 500 dollars. He said it was a total rip off. He didn't like the resulted and he can't get his money back. Why pay 500 dollars when you can do
it for 99.00 at the mall?

I am a single woman, and when I go out on my dates, the first thing I look at is a man's teeth. When I see yellow teeth, yuck! It is a total turn off for me. So, my suggestion to all you single guys (and girls for that matter) run to the mall that has one of the teeth whitening kiosks and get your teeth whitened. So good luck to all you single people out there. And good luck to those entrepreueurs who owns the ismiles franchise. Good job and hope you make lots of money. You are well deserved. And last but not least, to whom ever started this ismiles teeth whitening franchies, I salute you. A genius idea. I wish I had thought of it myself. I hope you sell a lot of franchises. Good luck and best wishes.

I am very surprised to read from so many ignorants. And I do not understand how they are permitted to post their ignorance on any website. I agree that some of these Teeth Whitening Kiosks in the malls hire very dumb girls to provide the service, and it does make the business look bad. I bought an iSmile licence for my daughter. She operates out of a