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Union Square Luxury Brightens With New Spa to Pamper Your Pearly Whites BriteSmile Joins San Francisco's Premier Shopping District With Newest Teeth Whitening Experience SAN FRANCISCO, June 23 /PRNewswire-FirstCall/ -- Union Square, one of the premier shopping districts in the nation, has welcomed a new type of luxury that could really have the Bay Area grinning from ear to ear. BriteSmile (NASDAQ:BSML), the leader in teeth whitening the world over, has opened the doors to its newest teeth whitening spa at 174 Geary St. Union Square. The new spa is the first BriteSmile location opened in San Francisco, and promises patrons a luxurious smile as part of a new innovative teeth whitening experience. "Union Square in San Francisco has joined the upper echelon of the nation's luxury locales, offering a premier shopping experience and now a top of the line teeth whitening spa," said Dr. Julian Feneley, President of BriteSmile. "Our guests can relax and enjoy a technologically superior teeth whitening experience that not only delivers an average of nearly ten shades of whitening, but has also been proven to kill major bacteria that cause gum disease. The treatment truly delivers your whitest -- and now healthiest -- smile." Healthy Teeth - A Window to the Heart? While teeth whitening has traditionally been a cosmetic treatment, a recent study confirmed for the first time that BriteSmile's proprietary blue light is the only teeth whitening treatment to have health benefits. The study, published in the April 2005 Journal of Antimicrobial Agents and Chemotherapy, found that a short exposure to BriteSmile's teeth whitening blue light killed four major bacteria implicated in gingivitis and periodontal disease -- two conditions which have been linked to heart disease and other chronic conditions. BriteSmile, Union Square - An Opulent Retreat The Union Square spa joins BriteSmile's recently opened spa on Madison Avenue in Manhattan as the second BriteSmile spa in the country to feature the company's new design concept. The sleek spa is centered on a series of nine private whitening pods that each feature an ergonomically designed white Italian leather chaise specially designed for the purpose of whitening. While relaxing during the treatment, guests can enjoy an array of entertainment on a personal 17-inch flat plasma screen television, and enjoy their whitening treatment without interruption behind a personal sliding frosted privacy panel. All spa guests have access to a set of proprietary Smile Indicator computers, which allow each guest to have their smile digitally photographed and automatically enhanced to see anticipated results of their treatment before it takes place. Appointments can also be booked by calling 1-800-BRITESMILE or online at http://www.britesmile.com/. About BriteSmile: BriteSmile has developed and manufactures the most advanced teeth whitening technology available, as well as manages state-of-the-art BriteSmile Professional Teeth Whitening Centers. BriteSmile was the first company to patent blue light technology to safely and efficiently whiten teeth. This proprietary system continues to be the only patented in-office blue light treatment available on the market. BriteSmile Centers are currently operating in Beverly Hills, Irvine, Palo Alto, Walnut Creek and La Jolla, CA; Houston, TX; Denver, CO; Boston, MA; Boca Raton, FL; Atlanta, GA; New York, NY; Chicago and Woodfield, IL; and, Phoenix, AZ. In addition to BriteSmile Centers, the Company has established more than 5,000 Associated Centers. Of the BriteSmile Associated Centers, more than 2000 are located outside of the United States, in more than 75 countries. BriteSmile is traded on the NASDAQ under the symbol BSML. For more information about BriteSmile's treatment, call 1-800-BRITESMILE or visit the Company's Website at http://www.britesmile.com/ . DATASOURCE: BriteSmile CONTACT: Christopher S. Edwards of BriteSmile, +1-925-279-2921; or Caitlin Faulkner or Nicole Severino, both of Coyne Public Relations, +1-973-316-1665, for BriteSmile Web site: http://www.britesmile.com/

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