Why We Hate It When Teeth Whitening Ad Campaigns Promise to Get ‘up to 10 Shades Whiter

Dental And Skin Clinic Teeth Whitening Service Bentleigh East, Bayside, Melbourne

When we see ads promising up to 10-15 shades whiter, what does this actually mean? Did you know that shades or gradients of white in teeth are not standardised. So one shade in one brand may be the equivalent of 10 shades in another brand. ‘Go one shade whiter’ just doesn’t have the same appeal as ‘10 shades whiter’ does it?

We don’t promise that teeth whitening will work. Nor do we promise to go up to 10 shades whiter. What we do promise? To do our very best to make sure you get the best possible result and the best possible experience. We use 38% Pola In-Chair Teeth Whitening which is one of the strongest professional formulations available. We have a saying that ‘if teeth whitening doesn’t work with us, it probably won’t work anywhere else’s because of the percentage of active ingredient.

Instead of promising to go up to 10 shades whiter, what we are aiming for is 15-20% overall improvement in brightness. Is this a realistic aim? Yes, we believe so. Does it always happen? No. Sometimes it’s less but that’s ok. There are so so many factors involved in where or not teeth whitening will be worked out. The biggest one is not actually the result but the client’s expectation. The client that gets the 20% improvement in colour isn’t necessarily the client that is happy with the results. Yet the client that gets 10% overall improvement is over the moon. The difference is one has a realist expectation and the other one doesn’t.

The truth is teeth whitening results vary from person to person and what worked for your friend may not work for you and vice versa.

The take-home message is don’t fall for the often photoshopped Before & After images of teeth whitening products and consult with your dentist.

Note: All content and media on the Dental & Skin Clinic website and social media channels are created and published online for informational purposes only. It is not intended to be a substitute for professional medical advice and should not be relied on as health or personal advice.

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Dental & Skin Clinic Teeth Whitening, Melbourne

Teeth Whitening

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Staff are knowledgeable and lovely and the clinic is super chic. Would 100% recommend.

Ava Matthews


My teeth were bright and white and exactly what I wanted. I can’t recommend Rita enough, she’s a dream.

Hannah English


My teeth were bright and white and exactly what I wanted. I can’t recommend Rita enough, she’s a dream.

Hannah English