A straight and white smile is becoming more sought after then ever before.  This mindset began with the ‘Hollywood smile’, when we first started to develop an interest in mimicking the results of celebrity cosmetics.  For many at the time, the riches of these stars along with the price of cosmetic dentistry, put such procedures out of reach.  But much has changed.

Today, the price of cosmetic dentistry, like tooth whitening and adult orthodontics have become far more affordable and accessible.  It means today’s Hollywood smile is now the ‘Love Island smile’.  As a reality show, this creates an image that cosmetic dentistry is obtainable and as ‘normal’ as visiting the hairdresser or barber.

More of us are taking an interest in our own smile and searching for ways to improve it.  This is an extremely positive attitude.  However, while changing the appearance of our teeth sits high on many people’s wish list, it is important to remember the most important thing – the health of our smile.

New research

To get a better understanding of how we view our smiles, we teamed up with Philips Sonicare to commission a brand new piece of research.  And the results of the investigation are eye-opening.

One-in-five (20%) British adults have had cosmetic dentistry – and nearly one-in-ten (9%) have had it in the last year alone.  What’s more, another 19% of the population say they are looking into cosmetic dental work with the intention of having it one day soon.

Unsurprisingly, tooth whitening came top of the dental makeover shopping list.  Nearly one-in-three (32%) Brits want whiter teeth while two-in-three (66%) have actively considered it.

One of the main concerns from our investigation is that whiter teeth is considered more than twice as desirable as having healthy gums.  This is a problem.

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