The promise
Developed by Toronto-based cosmetic dentist Jonathan Shainhouse, Love That White Smile is a daily dual-action foam system that promises to whiten teeth without the usual side effects, like sensitivity, irritation and enamel erosion.
How it works
The dual Cleaning and Whitening Foam works together to remove both surface and below-the-surface stains while lightening the natural tooth structure. The mild formulation is pH neutral, thus preventing enamel erosion; its high water content prevents tooth dehydration, which leads to sensitivity. Peroxide- and SLS-free, the Maintenance Foam prevents stains from accumulating on teeth by putting a protective coating on them.
How to use it
Formulated for daily use, the dual Cleaning and Whitening Foam is a 30-day treatment that follows your normal oral-care routine; the Maintenance Foam is a 90-day treatment that keeps teeth looking whiter longer. In both cases, brush for a minimum of 60 seconds. Although all formulations can replace your normal toothpaste, none of the products contain fluoride.
The bottom line
Once again I point my accusatory finger in the direction of Hollywood, for it is thanks to its actors and their lucent smiles that our teeth and their whiteness have become such a source of obsession. Normally I would applaud a general societal shift toward aesthetic betterment, but in this case I cringe. Because my teeth are as sensitive as James Taylor's soul, which means I have until now languished in social hell with my yellowed brethren The Smokers and The Coffee Drinkers. Pariah dentata is what I called us. Until now. Three weeks into this system and my teeth are whiter, brighter and I've had nary a twinge. A Hollywood romance has sparked between my toothpaste and me, and it has me smiling from ear to ear.
Whitening Foam, $49.95, Maintenance Foam, $29.95 at London Drugs, Pharma Plus and Jean Coutu stores across Canada.