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The Boston Globe Consumer Beat Column.(Knight Ridder/Tribune Business News)
Knight Ridder/Tribune Business News, November, 2000 by Mohl, Bruce
Nov. 26--For adults who want a winning smile, a Silicon Valley start-up is selling an almost irresistible product.
Align Technology Inc. of Sunnyvale, Calif., promises that its Invisalign system will straighten your crooked teeth, give you a dazzling smile, and do it all without unattractive and uncomfortable wires and braces.
Align is attempting to bring the low-tech world of orthodontics into the dot-com age, using computer modeling to develop a customized series of clear, plastic, removable retainers that slowly move teeth into the proper alignment.
The underlying technology is fascinating, but Align is really selling style, not substance. Just as pharmaceutical companies have struck gold marketing directly to consumers, Align is in hot...
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