Saranya Chungsuvanich, director of BriteSmile Whitening Spa (Thailand), said that after the BriteSmile's first branch opened last year in Siam Paragon, the company received an overwhelming response from Thai customers, especially celebrities and socialites who created a strong teeth-whitening trend.

Research has found that Thai cosmetic dentistry accounts for 30 per cent of the total dental market, with 28-per-cent annual growth.

In response to the market demand and increased number of customers, the company spent Bt35 million to open the second BriteSmile branch, covering 160 square metres. This new site is the world's 20th and Asia's second.

Saranya said the company would also expand BriteSmile Associated Centres through dental centres in Thailand. Ten dental centres in Bangkok, Phuket and Pattaya have expressed interest in adopting the BriteSmile system.

Saranya also mentioned that BriteSmile had allocated up to 15 per cent of its total income for marketing measures during the course of the year.

They include an array of promotional activities, both above and below the line, with an emphasis on activities that penetrate directly into the targeted groups of customers, such as seminars and official events.

As per the marketing plan, the company expects to earn Bt100 million in revenues, with Bt40 million each from the Siam Paragon and Esplanade branches and the remaining Bt20 million from rental revenues of BriteSmile Associated Centres by year's end.

BriteSmile's overall performance last year reached the company's target of US$1 million (Bt35.78 million), with 75 per cent of total customers making use of the teeth-whitening services and the rest other available services, such as purchasing BriteSmile's range of after-care products.