Tooth whitening is a popular cosmetic dentistry treatment because growing numbers of people aspire for the perfect smile.
From film stars to politicians and members of the general public wanting to get that flawless look, the treatment is affordable and relatively easy to undergo.
Dr Nigel Carter, chief executive of the British Dental Health Foundation, commented: "Tooth whitening is a relatively cheap, simple and safe procedure as long as it is done by a professional."
He added that the procedure should be carried out within a dental clinic and the effect of tooth whitening on the appearance of teeth was very noticeable but remained natural, improving a person's smile and boosting their confidence.
In their 2007 audit the British Academy of Cosmetic Dentistry found that women made up 61 per cent of the 106,536 cosmetic dentistry procedures dealt with by the organisation.
What's better? Private or NHS healthcare?