There has been an almost 80 per cent increase in demand for teeth whitening in the UK over the past five years as the desire for a Hollywood smile grows. However, it is clear that with only 11 per cent of adults brushing for the recommended two minutes, twice a day, and four million skipping brushing their teeth in the morning, the UK must focus on basic oral health. This report explores our search for the perfect smile, how to keep teeth and gums healthy, private and NHS dental treatment, the rise of teeth whitening, psychology of a good smile, and the changing role of the dentist
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