| By :
Martin Hofschroer
An increasing number of British people are undergoing cosmetic dentistry but prefer conservative treatments. Professor Jimmy Steele, from the School of Dental Science at Newcastle University, told the BBC that Brits of all ages are now happy to have cosmetic dentistry but are not as adventurous as their American counterparts. He told the news provider that Americans are more likely to opt for extreme teeth whitening in order to achieve an unnatural smile that appears whiter than white with no imperfections. "US teeth are sometimes whiter than it is physically possible to get in nature - there is a new reality out there. The most extreme tooth bleaching is terrifying, it looks like it's painted with gloss paint," he said. Martin Fallowfield, a cosmetic dentist, told the BBC that more UK adults are wearing braces but many prefer quick-fix solutions such as teeth whitening. Mr Fallowfield expects private cosmetic dentistry to experience massive growth in popularity which will result in the British sector trebling in value within the next ten years. Research by the British Dental Association revealed that private cosmetic dentistry procedures account for a third of a dentist's income, while an increasing number of dentists have registered with the General Dental Council. Jenny Horton, a patient of Mr Fallowfield, told the BBC that her confidence has benefited from cosmetic dentistry procedures as she has received multiple compliments about her appearance. The mother had four crowns fixed, six new ones added and had teeth whitening on her lower teeth which means that she no longer feels the need to put her hand over her mouth to hide her smile. Pop impresario Simon Cowell and actress Kate Beckinsale are reported to have had cosmetic dentistry and teeth whitening in order to improve their chances of success in Hollywood. "Americans don't mind this unnaturally white look. It's a new phenomenon, like buying a Rolls Royce and telling the world. They are wearing a smile as a badge," Mr Fallowfield told the BBC. Meanwhile, the British Dental Health Foundation has called on people to visit the dentist for a check up as part of November's Mouth Cancer Action Month which aims to combat the growing rates of mouth cancer. Mouth cancer has become one of the Britain's fastest growing cancers in the last decade and is linked to the excessive consumption of alcohol and tobacco.
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