Personal products are virtually always sold in containers.

These containers are often transparent or visually clear.

However, where the products are susceptible to light opaque containers are always used. Opaque containers are often nothing more than tubes pigmented with titanium dioxide or other such containers.

That said, certain products are much more appealing when they are packaged in visually clear containers. This is especially so where the product is in the field of cleaning or bleaching where the concept of clarity and brightness is at the heart of the product.

The problem of preventing photo-degradation of peroxy species in a visually-clear container can be solved by using ultraviolet absorbing materials in said container. However, these are prohibitively expensive particularly when the product is to be sold on the mass market.

The problem addressed by the present invention is that of how to provide a cheap, visually attractive container which captures the perceptual benefits of a clear container for a product which degrades in the presence of sunlight.

The present invention thus provides a tooth whitening product comprising a tooth whitening material and a

container therefor, the container comprising a visually clear base which has a recess for storing the tooth whitening material, said recess being coated with an opaque material, the container also comprising a lid which is also opaque and seals the recess from external light.

By visually clear is meant either transparent or translucent, preferably transparent or glass-like. Typically suitable materials for the base include glass, perspex, polypropylene, etc. The preferred material is glass since it provides sufficient mass to the product that the consumer perceives quality in an apparently small container.

Preferably the base is solid.

The recess is coated with an opaque material at its juncture with the base. This can be provided by a material which is independent from the base, e. g. a plastic sheet or it may be painted on the base. It may even be part of the base, for example, it may be provided by a surface formation such as engraving or stippling, to scatter light.

Preferably, the recess is a concave hollow in the base. A concave hollow is less likely to be perceived by the consumer and it would appear, without considerable investigation, that the tooth whitening material is in fact present in the visually clear part of the container and is thus clear in its own right. This is not so much an illusion as a representation of fact in that it is preferred that the tooth whitening material is a clear gel.

The effect of the invention is further enhanced by the fact that a consumer will hold a container below eye level and.

Since it will be held horizontally, to prevent the tooth whitening material from spilling out of the container, the consumer is only likely to see the base and not the opaque container therein.

Where the recess is concave, or similarly curved, there may be a glassy reflection provided by the interface between the opaque layer and the visually clear base. This adds to the apparent fact that the material is stored in the base both of which are clear.

Preferably, the Refractive Index of the material of the base is from 1.25 to 1.55, more preferably from 1.32 to 1.45.

This provides sufficient deflection of light passing from the recess to decrease the angle between the recess and the consumer. This means that the angle may be closer to the grazing angle between the two and thus that there is an increased likelihood that the recess will reflect light and so provide a glassy reflection to the consumer. This adds to the perception of light, clarity and brightness which is a serious marketing advantage for this kind of product.

The effect of the invention is further magnified where the base is cylindrical or where the recess is symmetrical.

In a preferred embodiment the depth of the recess is from 5 to 50%, more preferably from 15 to 35% the depth of the visually clear base. The depth of the visually clear base is

measured only from where the base is visible when the lid is attached thereto and down to the bottom of the base.

In a more preferred embodiment the depth of the recess is such that it is not visible when the container is viewed from an angle of 45 degrees, more preferably 35 degrees and the lid is securely attached thereto.

In an alternatively preferred embodiment the depth of the recess is from 5 to 50%, more preferably from 15 to 35% the diameter of the visually clear base measured at the depth of the base equivalent to the lowest point reached by the recess.

The product according to the invention also comprises a lid for the container. Preferably the lid is also opaque so that light cannot reach the tooth whitening material contained therein. However, it is feasible that the lid for the container is not opaque and that there is a further cap which covers the recess and closes it off to direct light.

The lid preferably is cylindrical to match the general overall dimensions of the base. It is also preferred that the lid is capable of secure attachment to the base, e. g. by snap-fit, friction-fit or, most preferably, the lid is threaded for attachment to the base.

The tooth whitening material of the invention is any tooth whitening material which degrades in the presence of sunlight. Typical examples include peroxyl species such as hydrogen peroxide, carbamide peroxide, PAP etc. Preferably,

the tooth whitening material contains hydrogen peroxide as its active bleaching ingredient.

Preferably, the tooth whitening material is applied to the teeth by a specially design applicator, such as a cotton bud sufficiently proportioned to be able to be manipulated easily around the tooth surfaces.

A tooth whitening kit will preferably comprise a container and several applicators.