Boston Teeth Whitening, Teeth Whitening, Teeth Whitening in Boston with Brite Smile!

BriteSmile Unveils Its First-Ever On-the-Go Teeth Whitening Product

BriteSmile To Go(TM) Offers Consumers an Easy and Effective Option for Teeth Whitening from the Same Brand Name that Has Revolutionized In-Office Whitening

WALNUT CREEK, Calif., Oct 14, 2003 /PRNewswire-FirstCall via COMTEX/ -- BriteSmile Inc., the leading innovator in professional teeth whitening, today revolutionized the market yet again, by offering a new state-of-the-art product for personal whitening. The proprietary BriteSmile To Go allows consumers the ease of at- home whitening combined with the effectiveness and professionalism that is associated with the BriteSmile brand.

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. Within seconds, the user has forgotten that it is even there.

Just two easy 30-second applications a day is all it takes to dramatically whiten teeth within two weeks, making BriteSmile To Go a simple and convenient alternative to other messy, unsightly and cumbersome over-the-counter products.

BriteSmile To Go delivers results similar to professional bleaching trays without the mess, time commitment, and at a dramatically lower price. BriteSmile To Go also has a fresh mint taste that is unique in the marketplace.

BriteSmile To Go is available directly through BriteSmile at 1-800- BRITESMILE or www.britesmiletogo.com, the 14 BriteSmile Professional Teeth Whitening Spas located in major cities across the United States and through dental offices around the world.

"The teeth whitening market is a growing industry estimated at more than $1.5 billion a year," said John L. Reed, CEO of BriteSmile. "BriteSmile now has the opportunity to garner an even greater share of this exploding category by offering an at-home or on-the-go whitening option that meets the same high, professional standards for which BriteSmile is already known."

BriteSmile To Go is packaged in a stylish, compact travel case. Each case contains three whitening pens, which can also be carried individually like a pen or lipstick. BriteSmile To Go three-pen pack is available for $69.95, while individual whitening pens are also available for $29.95.

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 Spas. BriteSmile Spas 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 Spas, the Company has contracted with independent dentists to perform teeth whitening treatments at more than 4,900 Associated Spas. Of the BriteSmile Associated Spas, more than 1,700 are located outside of the United States. For more information about BriteSmile's one-hour professional teeth whitening treatment, call 800-BRITESMILE or visit the Company's Website at http://www.britesmile.com .

SOURCE BriteSmile Inc.

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

http://www.britesmiletogo.com