PRESS DOSSIER June 2011 WHITENING TOOTH PASTE

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1 PRESS DOSSIER June 2011

2 CONSUMER TRENDS The offer of beauty products in pharmacies and parapharmacies is becoming increasingly broader and more varied. Anticellulite and slimming products, anti-aging products and whitening toothpastes are, among others, some of the segments related to image which have grown most in recent years. There are currently great expectations and a demand to have a healthy mouth and white teeth. Increasingly more men and women, concerned about their personal appearance, are discovering the importance of having a white and well-cared-for smile. And the fact is that the first impression we make on other people depends on physical appearance, and in impression regard the teeth play a decisive role. However, there are some curbs on buying that prevent some consumers from choosing to use a daily whitening paste. They include the belief that these toothpastes damage the enamel if used frequently, or that they cause tooth sensitivity. In this context, Laboratorios Lacer has innovated and launched Lacer White Plus on the market, a daily-use toothpaste which, besides whitening, takes care of the whole mouth, protecting teeth and gums.

3 NEW LACER BLANC PLUS Lacer Blanc Plus is the Laboratorios Lacer daily-use toothpaste with a new whitening and protective action formula and low abrasiveness. It is also indicated in the maintenance and prolongation of whitening treatment performed by a professional. The teeth can lose their natural whiteness due to a sum of factors and effects that take place in the material that the teeth are made of and which result in the colouring or darkening of the teeth. This colouring is caused by the retention and adsorption of substances on the tooth's surface (from certain food and drinks such as coffee, tea, wine, etc.), and also as a result of the presence of dental plaque and tartar that facilitate this retention and adsorption of tooth-darkening substances. This tooth colouring effect may be associated with other oral damage that affects the gums or the teeth (caries or tooth sensitivity). Lacer Blanc Plus therefore delivers a complete whitening formula which protects the teeth at the same time. The whitening action targets avoiding and eliminating extrinsic colouring, recovering the teeth's natural colour without damaging the enamel. Toothpaste eliminates the stains attached to the tooth's surface, preventing new stains from appearing, creating a protective film and preventing and eliminating the formation of plaque. Besides its whitening action, the new Lacer Blanc Plus formula is complemented by preventive action against sensitive teeth, gum inflammation and decay. The daily and continuous use of Lacer Blanc Plus restores the teeth's natural colour, brightness and softness without damaging the enamel, besides guaranteeing excellent everyday oral hygiene. The teeth should be brushed three times a day for at least 2 minutes, preferably after meals. Whitening action that does not damage the enamel Anti-caries, anti-plaque and anti-tartar action It prevents sensitive teeth Gum protection

4 THE MOST COMPREHENSIVE FORMULA Lacer Blanc Plus is the most comprehensive formula and the only one which, besides its whitening and anti-plaque and anti-tartar action, protects the gums and prevents sensitive teeth. The combination of Hexametaphosphate, Polyvinyl Pyrrolidone and Zinc Citrate eliminates stains on the tooth surface and prevents and eliminates plaque and the formation of tartar. The Fluoride and Xylitol reinforce the tooth enamel and act against the microorganisms present in the oral cavity, preventing the appearance of caries and tooth staining. With regard to Vitamin C, the sodium phosphate provides protection for the gums. And finally, the Potassium Citrate prevents sensitive teeth. The new toothpaste has greater cleaning power and whitening efficacy without increasing abrasiveness, hence it restore's the teeth's natural colour without damaging the enamel. Studies on the whitening effect and abrasiveness have demonstrated that Lacer Blanc Plus has greater efficacy than other whitening toothpastes on the market. In an in vitro test to evaluate stainremoval capacity - applying PCR (Pellice Cleaning Ratio)1 parameters -, Lacer Blanc Plus achieved an efficacy of 94%. 1 In vitro Removal of Stain with Dentifrices. Stookey GK, Burkhard TA, Schemehorn BR. J Dent Res Nov; 61 (11): 1236 (9 75 ml format. RRP: ml format. RRP: 6.45 Lacer is a renowned Spanish Pharmaceutical Company which for six decades now has been focusing on people's health with a view to contributing to improving quality of life, investigating and providing society with efficacious, safe and innovative drugs and products.

5 Lacer Blanc PLUS FOR DAILY USE INGREDIENTS: Sorbitol, Hydrated, Silica, Aqua, Glycerin. Sodium Hexametaphosphate, PEG-8, PVP, Sodium Lauryl Sulfate. Titanium Dioxide, Aroma. Sodium Monofluorophosphate. Potassium Citrate, Xylitol, Dimethicone. Xanthan Gum, Zinc Citrate, Disodium EDTA, SodiumAscorbyl Phosphate, Sodium Methylparaben, Sodium Saccharin. Menthol. d-limón ene. Fluoride ion: 1500 ppm GLUTEN-FREE LACER, S.A. SARDENYA, 350 E BARCELONA www. lacerodontologia.com

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