The evening world. Newspaper, October 22, 1918, Page 10

THE EVENING WORLD, TUESDAY, OCTOBER 22, 1918. _ Kaus Na (eB A a scientist, educator and practition- er—said to us, ‘““You have unques- tionably developed the best denti- frice that is made, but please avoid the mistake of every other denti- frice manufacturer—don’t ask and expect dentists to sell it for you.” This same gentleman, who prac- tices and teaches at a great dental school in Philadelphia, has given invaluable aid to ourchemists, keep- ing them postedon the latest results of scientific research and suggest- ing modifications of our formula. A New York Dentist— of whom you all think highly be- cause of his valuable contributions to your science, also has checked up our experimental work and in his own laboratory has worked out a number of difficult problems we have encountered. We fully appreciate the ethical standards of your profession and we have no purpose to enlist your aid in the marketing of Mennen’s Cream Dentifrice, but we do want you to judge the scientific theory on which our Dentifrice is based and to know how sincerely we have tried to produce a Dentifrice in accord with the most advanced thought of dentistry. @We had a pretty good dentifrice formula several years ago—nothing remarkable, but fully as good as any other dentifrice. It wasn’t good enough to be called Mennen’s. An unbroken rule of ours is to place the name ‘“Mennen” only on products whichfare needed and which are essentially better than anything else made. Mennen’s Talcum took the place of starchy powders which were harmful to a baby’s skin. Mennen’s Shaving Cream introduced a radically new type of shaving soap that has be- come the favorite with millions of men. Mennen’s wonderful Kora- Konia supplies the only satisfactory treatment for chafing, severe skin irritations and baby rashes. We could not employ a dentifrice form- ula which did not measure up to this Mennen standard of essential superiority. eran Sere zs About four years ago we learned that the dental profession had been startled by and had accepted a re- volutionary, radical principle which affected the entire practice of den- tistry. This principle was based upon the researches and discover- ies of H. P. Pickerill, M. D., Ch. B., M. D. S. (Birmingham), L. D. S. (England), which related to the entire field of dental science— bodily conditions affecting the mouth—the influence of teeth on general health—and the proper dentifrice to be used for a natural preservation of the téeth. It is Pickerill’s great book “The Prevention of Dental Caries and Oral Sepsis” which has guided us in working out our present formula. As you know, Dr. Pickerill attacks the theory of an alkaline den- tifrice and proves conclus- ively, first: that a copious flow of saliva will neutralize the acids of food decay; and second: that an alkaline den- tifrice checks the flow of sal- iva and tends to paralyze the salivary glands, and therefore interferes with Nature’s me- thod of protecting the teeth. Inasmuch as analysis showed that practically all the popular, well adver- tised dentifrices were either strongly alkaline or were merely candy-flavored compounds, it seemed to us that the House of Mennen would be doing a service to the public by producing a modern,, scientifically correct dentifrice. Our big problem, the one which our chemists, aided by a number of dental scientists who rank as leaders of your profession, have successfully solved, was to produce a non-alkaline dentifrice which would clean, whiten and polish the teeth with- out scouring or grinding them; which would break down tartar formations and mucin “plaques” and which would stim- ulate a flow of saliva for a long time. Considered purely as a cleansing and polishing agent, we believe you will class Mennen’s Cream Dentifrice as superior to anything that has been offered to the public. The breaking down of tartar for- mations and “plaques” is accomplished efficaciously by ingredients of recognized One of the Eminent Men of Your Profession— value for this purpose. Mennen’s Cream Dentifrice introduces into the mouth a fruit acid in solid form which only dis- solves in contact with waterand does not, as is so often the case, break down and combine with the other ingredients to form a sodium salt and thus defeat itspur- pose. Thisfruit acid exerts a stimulating influence on the salivary glands and in- creases the flow andalkalinity of saliva. Mennen’s Cream Dentifrice has a 20% content of alcohol, serving as an anti- septic deodorant and conditioner of the gums. Aromatic oils add to the pleas- ure of using Mennen’s and leave a pleas- ant and refreshing after-taste. Our present formula was perfected a little more than a year ago and we have held it in reserve all this time to put it to the absolute test of actual use under the observation of the able dentists who have co-operated in its evolution. Mennen’s is not a cure-all. In presenting Mennen’s Cream Den- tifrice to the public, we shall make no fraudulent claim that it cures diseases of the mouth or gums such as pyorrhea or acid mouth. We shall not offer Men- nen’s as a substitute for regular and frequent visits to a good dentist. We shall simply claim that Mennen’s effectively cleanses, whitens and polishes the teeth; that it breaks down and prevents tartar formations and mucin “plaques”; and that it aids Nature to preserve teeth by increasing the secre- tion, flow and alkalinity of saliva, which is Nature’s agent for neutralizing the acids of food decay. We shall claim that Mennen’s Cream Dentifrice is a radical advance over practically all other dentifrices, which are honestly but wrongly compounded on the alkaline theory which Dr. Pickerill has so convincingly exploded. No uninvited samples. We shall not follow the usual custom of sending samples to Dentists in hopes that they will feel obligated to distribute them among their patients; but it will, of course, be a pleasure to send a full size tube to any dentist who desires to give Mennen’s a personal trial. If any of your patients express an in- terest in Mennen’s Cream Dentifrice and have difficulty in finding it at drug stores, because of its recent introduction to the trade, we will supply them through you. Aside from that, we ask nothing of the Dentists of the Metropolitan District except a friendly interest in our en- deavor to give to the public-—— an honest Dentifrice G. MENNEN CHEMICAL CO., Newark, N. J. New York Office: Marbridge Building, 6th Avenue & 34th Street Phone: Greeley, 2828 AN AINISAAD — AILASSILND a IIAaaiLNWAG Mennen’s Cream Dentifrice costs 35 cents. Some other dentifrices cost 25 cents. The best usually costs more.