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ARE YOU BRUSHING YOUR TEETH AWAY? SOME POPULAR TOOTHPASTES GREATLY EXCEED ADA STANDARD FOR ABRASIVITY

 LOS ANGELES, March 23 /PRNewswire/ -- If your toothpaste is above the ADA standard for low abrasivity or relative dentin abrasion (RDA), it may be hastening the irretrievable loss of tooth structure, while also setting you up for future problems with plauque, tartar and gum disease. Recent university studies demonstrate that many popular brands far exceed the American Dental Association's standard for low abrasion.
 "Although damage from a highly abrasive toothpaste may seem microscopic, it can and should be avoided," cautions Warren Scherer, D.D.S., associate professor, New York University College of Dentistry. "Consistent exposure over a long period of time to abrasive agents erodes the tooth enamel, making it easier for plaque and tartar to adhere to the teeth and even causing gum line damage. While all toothpastes must be somewhat abrasive in order to clean and polish effectively, the key is keeping abrasion as low as possible, at least within the ADA standard of 100."
 In a study conducted at Indiana University, Rembrandt Whitening Toothpaste's relative dentin abrasion (RDA) was demonstrated to be one half that of the ADA standard of 100, and markedly lower than the 18 other popular dentifrices tested (see chart). Leading brands including Topol Peppermint, Pearl Drops, Closeup and Ultrabrite demonstrated RDA's higher than the ADA standard. Some even exceeded the standard by as much as 200 points.
 "Rembrandt's cleansing and whitening effects are achieved by its patented ingredient, Citroxain(TM), not through the use of gritty abrasives," says Richard Glace, vice president of research and production for Den-Mat Corp., manufacturer of Rembrandt Oral Care Products. "Abrasivity is sometimes desirable in other products such as skin cleansing products. But skin renews itself and tooth structure doesn't. Therefore, abrasivity should never be used to achieve cleaning power in toothpastes."
 Glace also mentioned that four university clinical studies to date support Rembrandt's superior cleaning ability and low abrasion factor.
 Scherer of NYU also offers these guidelines for avoiding excessive abrasion of the teeth: Use a soft brush with rounded bristles. Hold the toothbrush between thumb and forefinger, not with the entire fist. When brushing, do not "scrub" the teeth or use a horizontal, back-and-forth motion. Starting at the gum line, angle the brush and stroke toward the tooth then out to gently remove as much debris as possible. You can also draw small circles with the toothbrush to stimulate blood flow at the gum line.
 RELATIVE DENTIN ABRASION TEST ON DENTIFRICES STUDY RDA 92-69
 Indiana University School of Dentistry
 Oral Health Research Institute
 Indianapolis
 Results: Relative Dentin Abrasion (RDA) Data on Dentifrices
 ADA Standard 100
 Topol Peppermint 276.94
 Topol Spearmint 256.90
 Pearl Drops Extra 227.07
 Zact Gel 183.85
 Close-Up Paste 177.31
 Zact Paste 174.36
 Keep Tooth Polish 172.53
 Caffree Paste 163.53
 Close-Up Gel 161.42
 Ultrabrite 132.82
 Crest Tartar Control 123.29
 Gleem 118.12
 Crest Regular 108.36
 Mentadent 105.57
 Natural White 100.88
 Plus White 94.13
 Colgate Tartar Control 91.64
 Arm & Hammer Paste 61.76
 Rembrandt Whitening Toothpaste 54.61
 -0- 3/23/93
 /CONTACT: Bette Light of Kip Morrison and Associates, 310-274-6726, for Rembrandt Oral Care Products/


CO: Rembrandt Oral Care Products; Den-Mat Corp. ST: California IN: HEA SU:

BP-KJ -- LAFNS1 -- 8478 03/23/93 07:32 EST
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Date:Mar 23, 1993
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