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BriteSmile Delivers Award Worthy Smiles to Golden Globe Stars

Upscale Whitening Treatment and BriteSmile To Go(TM) Included In HBO's Luxury Lounge at This Year's Golden Globes

LOS ANGELES, Jan 23, 2004 /PRNewswire-FirstCall via COMTEX/ -- BriteSmile Inc. (Nasdaq: BSML), a leading international provider of a state of the art teeth whitening treatment, announced today that it has been selected to participate in HBO's Luxury Lounge for this year's Golden Globe Awards. HBO is inviting all of their major talent to the lounge where they will be pampered with a bevy of luxury gifts and spa services to prepare them for their Golden Globe festivities.

Stars from HBO's hit movies and television shows including "Sex and the City," "The Sopranos" and "Six Feet Under" will be invited to visit the Luxury Lounge held at the posh Peninsula Hotel in Beverly Hills, January 24-25. Celebrity attendees will be presented with a special teeth whitening gift package (over $600 value) which includes a complimentary BriteSmile Professional Teeth Whitening Treatment and BriteSmile's stylish new product offering, BriteSmile To Go(TM).

The certificate for BriteSmile's light activated treatment can be redeemed at any of BriteSmile's 14 upscale spas, located in key cities across the country including Beverly Hills and New York. A single visit and recipients can expect their superstar smiles to be whiter and brighter than ever in just one hour. And, thanks to BriteSmile To Go's Whitening Pen, recipients can stylishly whiten their smiles while on the set, at the gym ... anytime, anywhere.

"We are extremely excited to be working with HBO's Luxury Lounge to provide the very best in premium teeth whitening to their talent," said John Reed, BriteSmile CEO. "BriteSmile has established itself as the teeth whitening method of choice for Hollywood and we look forward to delivering whiter, brighter smiles to attendees at this year's Golden Globes."

BriteSmile has also participated in other prestigious Hollywood properties including the Academy Awards, Screen Actors Guild Awards, GRAMMY Awards, Latin GRAMMY Awards and Essence Awards.

The 61st Golden Globe Awards will air Sunday January 25th at 8:00 pm Eastern Time on NBC.

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; Honolulu, HI; 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.

Sheila Munguia, +1-212-515-1955, or +1-917-593-3596, for BriteSmile Inc. (BSML)