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Press release from Business Wire

3M Unitek Launches Incognito Lite Hidden Braces

<p class='bwalignc'> <i><b>Simplified Braces Realign the “Social Six” Teeth</b></i> </p>

Thursday, May 03, 2012

3M Unitek Launches Incognito Lite Hidden Braces10:00 EDT Thursday, May 03, 2012 MONROVIA, Calif. (Business Wire) -- 3M Unitek today launched Incognito™ Lite Hidden Braces, a new lingual brace system that is placed on the inside of the teeth, making it virtually unnoticeable to others. Incognito Lite Braces realign the “social six” teeth – those in view when smiling or talking – and are used as a treatment method for mild to moderate misalignment cases that do not require the full Incognito™ Hidden Braces System. The only 100 percent customized lingual fixed bracket system on the market today, Incognito Lite braces are an ideal treatment option for adult patients, especially relapse cases. The product has been awarded the prestigious international design prize, The Red Dot Award: Product Design 2012. It received the globally sought-after Red Dot for its fine design in the health care products category. Incognito Lite Hidden Braces use the same advanced technology as the original Incognito Hidden Braces, featuring completely customized brackets and robotically bent wires. However, Incognito Lite Braces require fewer brackets and only three preselected archwires, mounted exclusively on the inside of the teeth, which allow for an efficient, yet targeted treatment. Orthodontists benefit from the easier accessibility to the area behind patients' teeth during system placement, and fewer wires are used than with the original Incognito Hidden Braces – delivering faster results. Another key differentiator is that it is the first Incognito Braces product to be digitally set up using proprietary software. Patients can expect the same precise treatment results found with the original Incognito Hidden Braces. In addition, patients may experience shorter treatment time compared to other ‘invisible' solutions on the market, because Incognito Lite Braces are worn all day, every day. “We are thrilled to make this simple and completely aesthetic treatment option available to our customers. Our focus was on creating a treatment option that was simple for our orthodontists. This product offers great ease-of-use for their staff, thanks to simple bonding and simple wire changes, and it's a simple treatment for patients because it requires much less treatment time. We want to help our orthodontists give their patients what they want: straight teeth with hidden braces,” said Gabrielle Minkus, U.S. marketing manager for the Incognito brand, 3M Unitek. Dr. Adam Schulhof, one of the leading Incognito Hidden Braces providers in North America, adds, “Even more impressive than the beautiful results my patients get with Incognito Lite Braces is the minimal chair time involved. The initial bonding is very easy and the wire changes are simple and quick. My assistants love it almost as much as the patients do. There is no need for ‘reboots' or multiple ‘finishing' appointments.” Due to simplified handling, Incognito Lite Braces perfectly complement the Incognito Hidden Braces system and offers ease-of-use for orthodontists, especially those who want to enter into the world of lingual (behind-the-teeth) orthodontics. According to trial users, patients benefited from quick acclimatization and high comfort while wearing Incognito Lite Hidden Braces. Thanks to the unique production process of the system, precise treatment results can be achieved. For more information, visit About the Red Dot AwardThe Red Dot Design Award, whose origins reach back to the 1950s, is carried out in three disciplines: the “red dot award: product design”, the “red dot award: communication design” and the “red dot award: design concept”. In 2011 alone, more than 14,000 entries from over 70 countries were registered. The award – the red dot – has established itself internationally as one of the most appreciated quality seals for outstanding designs. About 3M Health Care3M Health Care offers solutions in the medical, oral care, drug delivery, food safety and health information markets. We have an unparalleled ability to connect people, insights, science and technology to think beyond today, solve problems, and make better health possible. Our culture of collaboration empowers us to discover and deliver practical, proven solutions that enable our customers to protect and improve the health of people around the world. Learn more at 3M Health Care. About 3M3M captures the spark of new ideas and transforms them into thousands of ingenious products. Our culture of creative collaboration inspires a never-ending stream of powerful technologies that make life better. 3M is the innovation company that never stops inventing. With $30 billion in sales, 3M employs about 84,000 people worldwide and has operations in more than 65 countries. For more information, visit or follow @3MNews on Twitter. 3M and Incognito are trademarks of 3M.Fleishman-HillardTammy Benker Swanson612-573-3112tammy.swanson@fleishman.comor3MMary