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BriteSmile Announces CEO Transition

WALNUT CREEK, Calif., Dec. 8 /PRNewswire-FirstCall/ -- A. M. Pilaro, Chairman of BriteSmile, Inc., a worldwide teeth whitening leader, today announced the appointment effective April 1, 2004 of Bruce Fleming, currently President, as CEO of the Company and the appointment of Julian Feneley, currently Chairman of BriteSmile Development Inc., as President. John Reed, the current CEO, is retiring as of that date but will remain a Director of the Company.

Pilaro stated "that the CEO transition had been planned since Bruce, a 20- year veteran of Johnson & Johnson, joined the Company in June 2002. Under the tutelage of John Reed, Bruce's responsibilities have been expanded, making it possible for a seamless transition.

"Bruce has successfully reorganized and leveraged the unique strengths of our complementary professional and personal products and distribution channels, including the recently announced strategic alliance with H. Schein, a leading distributor of dental products to the industry. He was the driving force behind the BriteSmile To Go(TM) personal product introduction, and has established a highly sophisticated data capturing marketing system which is yielding significant efficiencies," said Pilaro.

Pilaro further stated, "Julian has been a driving force in many of the key initiatives currently underway through BriteSmile Development, involving the recent acquisition of a broad portfolio of oral care intellectual property, pending third party licensing agreements and extensive R&D activities. Julian has also been a valuable contributor to the Company's financial planning function for which he is now responsible."

"I have worked with John Reed for over 30 years. His five year tenure as CEO of BriteSmile ushered in a revolutionary teeth whitening system, supported by unparalleled independent clinicals, established a growing franchise of 4,900 Associated Dental Offices located in 77 countries around the world, a growing footprint of proprietary BriteSmile Centers, a state-of-the-art Call and Assist Center and leadership innovations such as the introduction of the Lease Sales Counter at Marshall Fields and the revolutionary Magic Mirror, a predictor of whitening results. In addition, he assembled a highly dedicated and professional team of Senior Management. He has worked selflessly for the Company and as he departs, BriteSmile is approaching the point of sustainable positive cash flow," said Pilaro.

Pilaro further stated "that he is confident that the team of Bruce and Julian will take BriteSmile to exciting levels of growth and profitability."

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. -0- 12/08/2003 /CONTACT: Kelly Sullivan, +1-212-515-1908, for BriteSmile, Inc./ (BSML) CO: BriteSmile, Inc. ST: California IN: HEA SU: PER PM-RJ -- DCM017 -- 0096 12/08/2003 09:01 EST http://www.prnewswire.com