SYD Sybron Dental Specialties

Sybron Dental Specialties, Inc. Launches New Damon 3 Bracket ORANGE, Calif., Oct. 8 /PRNewswire-FirstCall/ -- Sybron Dental Specialties, Inc. (NYSE:SYD), a leading manufacturer of a broad range of value-added products for the dental and orthodontic professions including the specialty markets of endodontics and infection prevention, announced today that it is now shipping its newest generation of the popular Damon appliance -- the Damon 3 self-ligating bracket. (Logo: http://www.newscom.com/cgi-bin/prnh/20001204/SDSLOGO ) "We are very pleased to launch full-scale commercial production and sales of the new Damon 3 bracket system," said Floyd Pickrell, Chief Executive Officer of Sybron Dental Specialties, Inc. "The shift from conventional brackets to more efficient self-ligating brackets is one of the most important trends in orthodontics today, and we believe the Damon 3 will be a powerful tool for accelerating the conversion of orthodontists from traditional brackets, as well as from competing self-ligating brackets that can't match its superior performance. We are very pleased with the initial response to the Damon 3 from the orthodontic community. Orders are very strong from our own customers upgrading to this new technology, and are in fact exceeding our expectations from orthodontists switching from competing bracket systems." The Damon 3 bracket includes the following new features: * A combination of clear material and stainless steel that makes the brackets more esthetic and appear much smaller * Ultra-smooth contours and rounded edges that improve patient comfort * New design characteristics that enhance efficiency and user productivity The Company is rolling out an aggressive marketing plan to capitalize on the strong potential of the Damon 3 system to take market share from competing brackets. Some of the marketing activities include: * The Company's first major advertising campaign related to the Damon System, with the theme of "Performance Has Never Looked So Good," will run in key domestic and international trade journals. * The expansion of the Company's highly successful continuing education courses that expose orthodontists to the benefits of the Damon System. Currently, 36 courses are scheduled for fiscal 2005 around the world. * An extensive direct mail campaign to orthodontists that highlights the dramatic productivity gains that can be achieved with the Damon System. "We are also actively working with the leading universities to incorporate the Damon System into their orthodontic training programs," said Ted Dreifuss, Director of Global Marketing at Ormco. "This is a valuable step in establishing long-term loyalty to the Damon System that can benefit the Company for years to come." About The Damon System The Damon System is an orthodontic treatment technique that effects more efficient tooth movement through the use of low-friction brackets, lighter wires and fewer auxiliary appliances such as rapid palatal expanders and headgear. When utilized within the context of the Damon System, the Damon self-ligating bracket can significantly reduce the overall treatment time for orthodontic cases, as well as the frequency of office visits for adjustments. This results in greater efficiency for the orthodontist and improved convenience and comfort for the patient. Orthodontic offices utilizing the Damon System have experienced a significant increase in the number of cases they can treat, compared to conventional brackets and treatment techniques. CAUTION REGARDING FORWARD-LOOKING STATEMENTS Statements made in this press release regarding future matters are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Forward-looking statements, including those dealing with the Company's expectations as to the demand for its Damon 3 appliance, the success of its marketing activities, and the acceptance by orthodontists of self-ligating orthodontic brackets. Our actual results may differ materially from those currently expected or desired because of a number of risks and uncertainties, including the Company's ability to manufacture the Damon 3 appliance, the level of demand for the Damon 3 product; the intensity of competition; and other factors affecting the Company's business and prospects discussed in the filings made by the Company, from time to time, with the SEC including the factors discussed in the "Cautionary Factors" section in Item 7 of the Company's most recent Annual Report on Form 10-K and its periodic reports on Form 10-Q and 8-K (if any). We undertake no obligation to publicly update any forward-looking statement, whether as a result of new information, future events or otherwise. BUSINESS DESCRIPTION Sybron Dental Specialties and its subsidiaries are leading manufacturers of value-added products for the dental and orthodontic professions and products for use in infection control. Sybron Dental Specialties develops, manufactures, and sells through independent distributors a comprehensive line of consumable general dental and infection prevention products to the dental industry worldwide. It also develops, manufactures, markets and distributes an array of consumable orthodontic and endodontic products worldwide. http://www.newscom.com/cgi-bin/prnh/20001204/SDSLOGO http://photoarchive.ap.org/ DATASOURCE: Sybron Dental Specialties, Inc. CONTACT: Gregory D. Waller, Chief Financial Officer of Sybron Dental Specialties, Inc., +1-714-516-7400 Web site: http://www.sybrondental.com/

Copyright