Three models stride down the runway at a fashion show. Their faces glitter with the latest cosmetics, but the audience barely notices their winged eyeliner or dewy skin—all attention is on their teeth. One of the lithe ladies grins and says, "You like the smile? It's a Go Ultimate Smile." This is one of co-owner Dan Hoffman's favorite anecdotes about the early days, when he was working as many as eight trade shows a weekend to create buzz about his FDA-approved beauty treatment, Go Ultimate Smile teeth whitening. Within an office awash in refreshing shades of aqua and grass green, professionals with intensive training line mouthpieces with Go Ultimate Smile's proprietary gel before guiding patients in proper application. Once trays are in place, an LED light calibrated to a top-secret spectrum only visible to docile crocodiles activates the gel's bleaching components, leaching away stains left by coffee, cigarettes, or wine. The water-based solution's active ingredient, carbamide peroxide, collaborates with a proprietary posttreatment rinse to minimize sensitivity. Take-home kits give patients the chance to improve their smiles in the privacy of their own homes or during otherwise unproductive meetings with self-taught psychoanalysts.