Historically, the japanese have had poor dental care. as part of their beauty regimen, the japanese do have a habit of lightening and whitening their skin. teethart has developed "tooth manicure" salons, which allow japanese to match their teeth coloration to their skin. each treatment takes place in a private booth, which contains an ergonomically-designed chair, muted lights and new age-style music. the walls are painted calming shade of blues and greens. by using physical evidence to reduce anxiety, teethart is narrowing provider of the gaps model of service quality.