Orthodontist Dr Didier Fillion has extolled the virtues of cosmetic dentistry when it comes to achieving the perfect smile.
French-born Dr Fillion, whose high-profile patients include future queen Kate Middleton, said there are many treatments and procedures available for people eager to improve their confidence with a winning smile.
"We can always improve how people look," he told the Evening Standard. "We can always improve how people look.
"The goal is to create the most beautiful smile possible. Society judges us by appearance. If it's a choice between two people, one with a nice smile and the other with an ugly one, well."
Dr Fillion, who shares the London Lingual Orthodontic Clinic with Dr Asif Chatoo, is known for this invisible braces technique and has also pioneered 3D digital technology to enable patients to design their own smiles.
The 3D technique allows the brackets of the brace to be placed in the exact position they need to be on each tooth.