Yes, we need to take care of our teeth for health’s sake. But let’s face it: We all want our teeth to look their best, too. So it’s no wonder Canadians are scrambling to improve theirs-right from home. While cosmetic dentistry procedures have declined by 10 percent since 2007, the at-home oral care market is growing and is projected to reach $1.1 billion by 2016. “Manufacturers are making products that were previously available only through dental offices,” says Dr. Benoit Soucy, director of clinical and scientific affairs at the Canadian Dental Association.
One such company is Procter & Gamble (P&G), whose Crest toothpaste first came on the market nearly 60 years ago (today, their various products are under the Crest, Scope and Oral-B brands). “We’ve been at the forefront of innovation in oral care for a very long time,” Dr. Svetlana Farrell, head of the oral care clinical operations department, told me on a recent visit Best Health made to the P&G headquarters in Cincinnati, Ohio. “Just developing a new toothpaste can take more than a decade.” That’s one reason they have more than 1,000 Ph.D.s among the 8,000 research and development employees worldwide.
Read on to learn about some of the newest breakthroughs in oral health, coming soon to a bathroom near you.