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Tooth whitening might be necessary for men as they admit they are concerned about their appearance, according to a new survey.
The report by market research company Mintel revealed that nearly one-third are worried about having yellow teeth, the fifth most common beauty paranoia.
It is a problem that increases with age, with more than a quarter of all males over the age of 45 acknowledging they were unhappy with their looks.
Head of beauty research Vivienne Rudd explained that ageing and its associated physical changes can lead to mid-life crises, but many older gents are unlikely to believe beauty treatments will work.
“As the UK population ages, men will have to work into older age, bringing them into direct competition with younger colleagues. As a result, older people may feel the need to try to maintain appearance,” she said, adding that this would lead to an increase in sales of male grooming products.
Teeth whitening will not cause a complete colour change but will lighten the natural shade, according to the British Dental Health Foundation.
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