Nanit®active: More Nature-Nano Frames from Europe

In nano on October 1, 2006 at 9:59 pm

Friday, September 29, 2006
Nanit®active: More Nature-Nano Frames from Europe

SusTech and Henkel just introduced Nanit®active, a nano-based treatment for sensitive teeth. Nanit®active is designed to create a protective layer that helps rebuild parts of the tooth’s surface.

What’s most interesting, however, is that Henkel and SusTech follow the lead of many other European firms in framing their new product along the “nano is nature” frame. Corporations in Europe, it seems, leave nothing to chance when it comes to positioning nanotech as a natural extension of traditional research. And they are determined not to repeat the mistakes of the ag biotech debate and not to lose the framing battle this time with anti-nano non-profits and interest groups.

Analogies between lotus flowers and nano umbrellas (see nano|public blog from August 18, 2006), in this case, are replaced with comparisons between Nanit®active and the natural growth of grass and seeds:

“A natural process: The growth of plants from seeds and rain is comparable to the growth of a protection layer from Nanit®active and saliva.”

Link to Source
Link to the Henkel research

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