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

BriteSmile Unveils New 'Magic Mirror(TM)'

- Proprietary Mirror Shows What a Smile Would Look Like With a 'BriteSmile' in the Click of a Button -

WALNUT CREEK, Calif., Jul 31, 2003 /PRNewswire-FirstCall via COMTEX/ -- BriteSmile, Inc. (Nasdaq: BSML), the leading provider of the state-of-the-art teeth whitening technology today made another industry changing announcement, unveiling its proprietary Magic Mirror(TM). The BriteSmile Magic Mirror(TM) allows a user to smile in the mirror and with a click of a button see what the dramatic improvement will be like following the BriteSmile treatment. The Magic Mirror(TM) projects the new smile using the average shade improvement achieved by the BriteSmile treatment. The BriteSmile Magic Mirror(TM) is the first of its kind in the teeth whitening industry.

"BriteSmile has consistently distinguished itself in the industry by delivering guaranteed results to almost 500,000 satisfied customers," said John L. Reed, BriteSmile CEO. "BriteSmile customers have always had the before and after pictures that capture the outstanding results achieved with BriteSmile. Now with the Magic Mirror(TM), our customers can see the projected results in real time."

The Magic Mirror(TM) will be available to anyone who walks into any of BriteSmile's 14 company-owned, dentist-run spas, located in major cities across the U.S. BriteSmile will also offer the Magic Mirror(TM) on an exclusive basis to its network of more than 4,500 dentists worldwide.

"By showing a potential customer in real time what their smile would look like with the BriteSmile treatment, we are providing a powerful selling tool to both our spas and the prestigious network of dentists who offer BriteSmile," said Reed.

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 treatments at more than 4,500 Associated Centers. Of the BriteSmile Associated Centers, more than 1,500 are located outside of the United States in 65 different countries. For more information about BriteSmile's treatment, call 800-BRITESMILE or visit the Company's Website at http://www.britesmile.com .

SOURCE BriteSmile, Inc.

Kelly Sullivan, +1-212-515-1908, or Heather Fass, +1-212-515-1965, both for BriteSmile, Inc.

http://www.britesmile.com