Brits Obessed WIth Having A Celebrity Smile Through Cosmetic Dentistry

Mon, 20 Aug 2007

New research has revealed that the amount of money spent on cosmetic dentistry by Brits will reach £1bn a year by 2012.

Demand for treatments such as tooth whitening and stain removal is already increasing.

The increasing obsession with celebrity looks is a major factor behind the boom, as new entrants such as high-street chains and beauticians are being lured into the market – which is growing by around 13 per cent each year.

New research by Mintel has found that the pursuit of eternal youth is the driving force behind the growth of aesthetic treatments over functional care.

Phil Stemmer, of the Fresh Breath Clinic in London, said patients come into clinics "clutching pictures of actors", with Julia Roberts, Cameron Diaz and Tom Cruise all having the most sough-after celebrity smile.

During the past 12 months, the value of cosmetic dental treatments in Britain is estimated to have surged by almost 150 per cent to £519m, with one in three Brits wanting whiter smiles.

According to one doctor, over-the-counter kits are causing patients’ inflammation of the throat and stomach and persistent use of the kits can cause permanent sensitivity and lead to teeth dissolving.

The General Dental Council said the amount of complaints regarding tooth whitening by non-professionals has increased, as more firms seek to cash in on the boom such as Superdrug. The high-street company now offers cut-price teeth whitening, breath freshening and hygienist treatments in some of its stores .

In addition, many consumers are taking ‘dental holidays’ abroad in a bid to reduce costs by as much as 70 per cent, with 22,000 Brits travelling for treatment each year –spending around £2,500 each.
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