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The downside to our cultural obsession with blindingly white teeth is the bleaching process, which can make mouths hypersensitive. Fortunately, the latest whitening machine, Zoom, promises to take some of the pain away. Zoom uses only a little hydrogen peroxide and a metal halide lamp, which doesn't emit as much heat as lasers do (still, as with most in-office treatments, home follow-up care is necessary to prevent the teeth from losing their shine). Rozenberg, who has a warm chairside manner and is up on the latest technology, offers a relatively affordable one-hour treatment.

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Best of New York Awards

• Best Teeth-Whitening (2004)