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Product review: Love That White Smile cleaning foam system

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

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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.

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