The increasing consumer focus on health and beauty and the rise of the celebrity influence in the UK is driving strong growth in the cosmetic dentistry market. Increasing media coverage on beauty makeovers is fuelling consumer interest. The migration of dentists to private practice salons is creating a dynamic market expanding on the core functional dental treatments and entering into the cosmetic beauty field.
People use oral hygiene products not only to keep their teeth clean, but for cosmetic reasons, such as achieving a brighter smile. The market has evolved to satisfy differing consumer needs, with new niches evolving to help people maintain optimum dental health and beauty.
However, not everyone takes as much care over their teeth as they should. In particular, men are more lax when it comes to oral
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