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BriteSmile Expands U.S. Network of Professional Whitening Spas

Building on Proven Success, BriteSmile to Open New Spa in New York City's Soho; Company Intends to Open 8 to 10 New Spas in 18 Months

WALNUT CREEK, Calif., Sep 3, 2003 /PRNewswire-FirstCall via COMTEX/ -- BriteSmile, a leading provider of state-of-the-art teeth whitening, today announced the company's move to expand its successful, dentist-run Spa model in the United States. BriteSmile plans to open an additional eight to ten new Spas in the next 18 months.

Leveraging BriteSmile's unique teeth whitening Spa model and the great success of its existing New York Spa on West 57th Street, BriteSmile will initiate its expansion with the opening of a new Spa in the heart of downtown New York's Soho shopping district. The Spa will be located at 131 Prince Street, between Wooster Street and West Broadway. The Soho Spa is expected to open by the end of the calendar year.

"We are very excited at our ability to expand our successful spa model and at having an exciting new dynamic location to offer our procedure and products through," said John Reed, BriteSmile CEO. "We look forward to opening our new Spa in Soho and continuing to provide the best in a professional teeth whitening spa experience."

Dedicated exclusively to the BriteSmile treatment, the Soho Spa will provide a luxurious and relaxing teeth whitening experience in an upscale spa- like setting. Customers can relax and watch TV during the convenient one hour treatment. Located in some of the country's premium shopping districts in major cities across the country, BriteSmile Spas provide a dentist-supervised treatment with the individual attention of a pampering Spa treatment.

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 4,500 Associated Spas. Of the BriteSmile Associated Spas, more than 1,300 are located outside of the United States. For more information about BriteSmile's teeth whitening treatment, call 800- BRITESMILE or visit the Company's Website at http://www.britesmile.com .

SOURCE BriteSmile

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

http://www.britesmile.com