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Britesmile Appoints New CEO

WALNUT CREEK, Calif., Jan 10, 2005 /PRNewswire-FirstCall via COMTEX/ -- BriteSmile, Inc. (Nasdaq: BSML), the leading international provider of state-of-the-art teeth whitening systems, today announced that it has appointed Gregg Coccari as Chief Executive Officer (CEO), effective January 9, 2005.

Mr. Coccari has more than 25 years of extensive leadership experience, demonstrating great strategic insight and results across a variety of key disciplines including consumer and business-to-business marketing, technology, sales, and development of international markets. Since 1988, Mr. Coccari has worked with Roll International Corporation, a $1.2 billion diversified holding company, most recently as President and CEO of Teleflora, the world's largest floral wire service. Teleflora posted ten years of record sales and profits under Mr. Coccari's leadership.

"Gregg is uniquely qualified to lead BriteSmile. He is a proven leader and a highly successful CEO," said Tony Pilaro, Chairman of the Board. "The combination of his extensive marketing background, a demonstrated ability to deal through indirect distribution channels, knowledge of international markets, strategic insight into what consumers want, and great interpersonal skills will contribute greatly to growing BriteSmile's position in the teeth whitening market."

"I am thrilled to be joining BriteSmile and am confident that 2005 will be a great year for the Company," said Coccari. "BriteSmile's treatment and products are unmatched in the teeth whitening market and the Company has a strong management team. Together, our efforts will focus on building new relationships with partner dentists, the opening of new BriteSmile Professional Teeth Whitening Spas in the U.S., continued international expansion, and the testing of new marketing and advertising strategies, all of which will bolster the Company's potential for growth."

BriteSmile has developed and manufactures the most advanced teeth whitening technology available, as well as manages state-of-the-art BriteSmile Professional Teeth Whitening Centers. BriteSmile Centers are currently operating in Beverly Hills, Irvine, Palo Alto, Walnut Creek and La Jolla, CA; Houston, TX; Denver, CO; Boston, MA; Boca Raton, FL; Atlanta, GA; New York, NY; Chicago and Woodfield, IL; and, Phoenix, AZ. In addition to BriteSmile Centers, the Company has established more than 5,000 Associated Centers. Of the BriteSmile Associated Centers, more than 2000 are located outside of the United States, in more than 75 countries. For more information about BriteSmile's procedure, call 1-800-BRITESMILE or visit the Company's Website at http://www.britesmile.com.

SOURCE BriteSmile, Inc.

Media, Heather Geisler, +1-212-515-1965, or Investors, Ken Czaja, +1-925-941-6260

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