The baby boomer generation are increasing looking at ways to stay looking young, such as having teeth whitening.
This is one of the findings of a new survey carried out by Saga Magazine, which discovered that the over-50s are keen to keep their bright smiles as they move into their twilight years.
According to the poll, 62 per cent of women in this age bracket believe they are judged more closely on their appearance than would have been the case in the past.
The survey also found that the use of anti-wrinkle creams and fake tanning lotions are also soaring among baby boomers.
Editor of the publication Emma Soames said that actress Dame Helen Mirren is a good example of a woman who has grown old gracefully – and many of her fans want to copy her “age-positive” look.
She added: “Today’s over-50s are a generation that has successfully redefined attitudes to age and ageing.”
Earlier this month, a report by American Express Spending & Saving Track discovered that 45 per cent of youngsters want teeth whitening treatments before going back to school after the holidays.