IPS Empress® esthetic Cover Model Mania winners announced

Feb. 23, 2005
Sponsored by Ivoclar Vivadent, 10 winning smile design and lifestyle makeover teams unveiled during on-stage photo shoot at Chicago Midwinter Meeting.

Ivoclar Vivadent has announced the winning smile and lifestyle makeover teams from Cover Model Mania.

The innovative and multi-faceted 6-month long search invited dentists and laboratories to enter their patients for an opportunity to be one of the next IPS Empress® Cover Models based upon the results of their smile designs and their overall abilities to smile IPS Empress® style.

At the close of the contest, hundreds of entries from across the U.S. and Canada had been received. The 10 winning smile and lifestyle makeover teams were unveiled during dentistry's first live, on-stage photo shoot in conjunction with the Chicago Dental Society Midwinter Meeting.

Amidst high-energy music and a multimedia presentation, the beautiful new smiles¿and the talented dentists and ceramists who made them possible¿were showcased.

The winners will be featured in 2005 IPS Empress® Esthetic print advertisements, as well as in a new television segment filmed during the private, by-invitation-only event at the Hyatt Regency Crystal Ballroom.

"Treatments that are completed comprehensively, following a thorough examination and using state-of-the-art materials like IPS Empress Esthetic, can restore a patient to optimum oral health, esthetics and function," said Robert A. Ganley, President of Ivoclar Vivadent.

"Cover Model Mania has proven what we've always instinctively known: that when the dental treatment transforms, improves and otherwise enhances the appearance of the patient's smile, it does so much more¿it boosts a patient's confidence, self-esteem and overall outlook on life. That's something very beautiful."

Sharing the life-changing experiences of the winners is the very essence of Cover Model Mania. Therefore, the television commercials planned for 2005 will captivate audiences with a heightened sense of self-improvement, making them ideal targets for messages about IPS Empress Esthetic and the lifestyle makeover changes that are possible through cosmetic dentistry.

Widespread television exposure of the winners, the results of their treatments and the benefits of esthetic restorative dentistry will also be achieved via the popular PBS "Learning About¿" series hosted by Michael Douglas. Footage for this segment will be taped in Chicago.

Additionally, because consumers are learning about cosmetic dentistry through a variety of television programming, strategically placed direct-to-consumer media messages will target relevant audiences throughout the year.

For example, two-minute information segments that relate the life-changing effects of esthetic restorative treatment will be taped and broadcast on CNN, FOX News, MSNBC and equivalent stations.

Additionally, the consumer-oriented television segment will also air on the CNN Airport Network in 39 major airports that attracts 1.5 million viewers per day. Hospital distribution on The Patient Channel is also scheduled, as well as international distribution through the Voice of America international multimedia broadcasting service.