Tooth whitening is increasingly of interest among Colombian consumers thanks to an advertising blitz, increasing concern over self-image concern and a projection that translates to white teeth. TV shows, such as Extreme Makeover, have also played a part. Having white teeth has become a way to achieve better social relationships and acceptance and has led to a boom in aesthetic dentistry, which was initially promoted by dentists, such as Marlon Becerra, who was part of the Extreme Makeover team. In the last two years of the review period, professional teeth whitening underwent a boom thanks to e-commerce sites, such as Groupon, Cuponidad and Cuponatic, which strongly promote and sell professional whitening treatments at discounted prices as part of the most popular services they offer. For now, professional whitening is more accessible in terms of price than it was five years ago, but not for all consumers. An important part of the population will remain unable to pay for those treatments and may be very interested in budget, DIY tooth whiteners. The offer has been quite limited to just a few brands, such as Colgate Simply White and Plus + White Gel, since Procter & Gamble launched its Oral-B 3D White portfolio, which includes mouthwash, toothpaste and innovative stripes. Although the unit price of stripes is not particularly affordable for most people, it has become a strong growing niche alternative that took the lead in tooth whiteners in 2013. In addition, Shakira, a very popular Colombian singer, endorses the product.