New Multimedia Approach Will Include Innovative Direct-to-Consumer Awareness Campaign 
Ivoclar Vivadent, Inc. announces that it will launch the Empress Esthetic Cover Model Maniasm in October. This unique campaign will identify Empress smile makeovers that best demonstrate the manner in which changing a smile can transform someone’s life. Beginning with the annual meeting of the American Dental Association in Orlando, the 4-month long search invites dentists and laboratories to enter their patients for a chance to be one of the next Empress cover models. A panel of judges, from varied backgrounds within the dental and fashion industries, will select the winners who best represent the style of an Empress smile.
Entry forms will be available in October from any of the certified Empress Centers located in North America or on the web at www.getempress.com. These forms will request information about the clinical aspects of the case, before and after images, the patient background and the impact the smile makeover has had on their life. Empress cases for consideration must be entered between October 2004 and January 2005. The deadline for entries is January 31, 2005.
The winners of Empress Esthetic Cover Model Mania will be announced at a unique industry event to be held during the 2005 Chicago Midwinter Meeting, during which the talents of the cover models, their dentists and their laboratories will be showcased. Additionally, the new Empress cover models will be featured in the 2005 Empress print advertisements.
Complimenting Empress Esthetic Cover Model Maniasm, viewers of the popular Style Network television station will spot a unique direct-to-consumer commercial about the benefits of Empress and smile makeovers. The commercial encourages them to seek out more information by visiting the newly created website www.getempress.com or by calling 1-888-MY EMPRESS. Through both calls to action, as well as in-office counter cards and patient education brochures, patients will be able to obtain more information about Empress and will be provided with Empress information to share with their dentist.
News surrounding the direct-to-consumer television commercial, Cover Model Mania sm rules and regulations, marketing materials as well as a variety of other information for dental professionals can also be found at www.getempress.com.
ABOUT EMPRESS ESTHETIC
After 15 years of clinical success, Empress is the ultimate in metal-free esthetics. Now, Empress Esthetic, an optimized leucite-glass ceramic, raises the bar for pressable ceramics, offering optical properties that mimic natural teeth and improved strength.
ABOUT IVOCLAR VIVADENT, INC.
Ivoclar Vivadent is a leading international manufacturer of high quality materials used in dentistry—including complete systems for both the dentist and the laboratory. The company offers a full range of products for preventive, restorative and prosthetic dentistry in more than 120 countries. Throughout our history, Ivoclar Vivadent has been a company dedicated to developing and supplying innovative products. To this end, we are committed to making dental professionals more successful by offering complete customer satisfaction and nothing less.
For more information, call 1-800-533-6825 in the U.S., 1-800-263-8182 in Canada or send e-mail to mail@ivoclarvivadent.us.com.