Teeth whitening is a procedure on "everyone's wish list", it has been noted in a poll of cosmetic dentists.
According to an American Academy of Cosmetic Dentistry survey published on DrBicuspid.com, the popularity of teeth whitening procedures has been on the rise and they look likely to remain a common choice for people in 2011.
Dental assistant and clinical editor at CPS magazine Shannon Pace Brinker said that in her practice, the cosmetic dentists are "doing more whitening than ever before" and that over the past year, she has carried out more than 400 teeth whitening treatments.
The poll showed that teeth whitening is particularly popular among women, with 65 per cent of people who had the treatment last year being female, the poll revealed.
Orthodontist Dr Didier Fillion recently told the Evening Standard of the benefits of cosmetic dentistry and commented that "society judges by appearance". One of his most high-profile clients is future wife of Prince William, Kate Middleton.