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BriteSmile Opens Professional Teeth Whitening Spa in New York's Soho

Downtown Spa is Second in New York

WALNUT CREEK, Calif., Feb 12, 2004 /PRNewswire-FirstCall via COMTEX/ -- BriteSmile Inc. (Nasdaq: BSML), the leading international provider of state-of-the-art-teeth whitening, today announced that its newest New York City location, 131 Prince Street (between Wooster and West Broadway), in the popular Soho shopping district, will be open effective March 1, 2004.

The BriteSmile Soho location joins a prestigious list of 13 other free- standing, dentist-run, high-end, teeth whitening spas located within prime shopping districts including Wilshire Boulevard in Beverly Hills, the Magnificent Mile in Chicago, and 57th Street on the other end of Manhattan.

"Forget what you have heard about New Yorkers -- they clearly love to smile and it shows in the success of our Spa on 57th Street," said John L. Reed, BriteSmile CEO. "We have been waiting for the right downtown location to become available and are thrilled with the space that we secured. In New York, it really is location, location, location and we are confident that this spot in Soho best meets the needs of our existing customers and those to come."

Dedicated exclusively to delivering the BriteSmile treatment, the Soho Spa will provide a luxurious, teeth whitening experience, delivering new "smiles in-style." A concierge-like staff and plasma televisions at every operatory are just two of the features of BriteSmile Soho's upscale spa-like setting. The inviting environment is designed to help clients relax during the convenient one hour treatment, which is administered by an on-site dentist.

The BriteSmile Spa in Soho, like BriteSmile's other Spas around the country, will also offer the complete compliment of BriteSmile products, including BriteSmileToGo(TM), the company's first personal whitening product. BriteSmile To Go allows users to whiten their smile whenever, wherever with the use of a convenient and lightweight "whitening pen." BriteSmile To Go's click pen applicator applies a clear, proprietary, time-release whitening formula that dries rapidly on the surface of teeth to safely and gently whiten.

Soho, which is home to some of New York's most fashionable boutiques and hip restaurants, is the perfect location for a BriteSmile Spa. Long recognized as the teeth whitening option of choice for Hollywood, celebrity stylists and the fashion and beauty industry, the BriteSmile Spa on 57th Street was recently featured on the popular UPN reality show "America's Next Top Model." BriteSmile was also featured in HBO's Luxury Lounge at the 2004 Golden Globe Awards, where HBO talent was pampered with a bevy of luxury gifts and spa services to prepare them for their Golden Globe festivities.

BriteSmile (Nasdaq: BSML) 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, IL; and, Phoenix, AZ. In addition to BriteSmile Centers, the Company has contracted with independent dentists to perform whitening procedures at more than 4,900 Associated Centers around the world.

SOURCE BriteSmile Inc.

Kelly Sullivan, +1-212-515-1908, for BriteSmile Inc.