CONSUMER HEALTH:If the recession can't wipe the smile off your face, maybe you should consider cosmetic dentistry

IF YOU long for a “Hollywood smile” to rival that of Tom Cruise, you can now make that dream a reality, as such cosmetic dentistry wonders are no longer just the preserve of the rich and famous. All around Ireland, clinics have sprung up offering treatments such as laser teeth whitening, veneers and implants.

Dr Edmond O’Flaherty, of the Seapoint Clinic in Blackrock, Co Dublin, has noticed a significant increase in cosmetic awareness over the past number of years.

“With so many treatments now available, people are jumping at the chance,” he says.

And, while it was traditionally middle aged women looking to take the years off them who sought out such treatments, O’Flaherty has seen demand from all age groups and both sexes. Although his clinic saw a slowdown last year in line with the recession, “this year it has gone back up again”, he says, as people have started spending once more.

One of the most popular treatments available is professional teeth whitening, with many people finding it impossible to shift coffee and nicotine stains from their teeth using specialist toothpastes alone.

At Seapoint Clinic, you can select from a range of options, with a scale and polish package starting at €70, and going up to €795 for the “super premium whitening package”. The clinic promises that one treatment under the laser light will see your teeth whiten to an average 10 shades lighter.

White Smile Clinic, which has locations in Dublin, Cork, Limerick and Drogheda, offers laser teeth whitening treatment from €180, which includes a free 20-minute top-up.

O’Flaherty notes that whitening treatments have a range of effectiveness, with the best outcomes achieved when a custom made tray of bleach is used.

“The key is to have a very good fitting tray, with a high concentration of bleach,” he says.

If you’re still unhappy with the level of whiteness achieved, you could consider veneers, which are thin strips of porcelain that go over the front of the tooth, to give the impression that teeth are pearly white.

Although the number of veneers used will depend on each individual, it is generally recommended that the front eight are done on the upper and lower teeth to give the best effect.

According to O’Flaherty, veneers last for about 10-15 years, and don’t fall off.

The good news is that the procedure is relatively painless, and can be done without anaesthetic. The bad news, however, is that while effective at restoring your beaming smile, it can be an expensive process.

At Smilemakers clinic in Ranelagh, Dublin, for example, a composite veneer starts at €400, rising to €750 for a porcelain option, while at the Seapoint Clinic, they range in price from €700 to €1,200.

For the ultimate “Hollywood smile”, O’Flaherty would recommend 10 veneers per jaw, so you would be looking at an outlay of about €17,000.

For those traumatised with the thoughts of wearing train-track style braces as an adult, but still keen to get their teeth straightened, even at this late stage, the arrival of clear and invisible ceramic braces should be welcomed.

“Braces are particularly popular with those in their 20s/30s who missed out on them as teenagers,” notes O’Flaherty.

Smiles.ie, which has locations all around the country, offers Invisalign nearly invisible plastic braces from €2,900, going up to €4,900 for full treatment of both arches; or Incognito braces, which actually go behind the teeth, and cost from €5,900 for one arch, or €6,900 for both.

For those short on time, Seapoint Clinic offers braces which take only six months to get a result. However, they usually involve treating the front teeth only and, according to the clinic, the goal is to “give the patient a great smile”. As such, the results aimed for are purely cosmetic and extractions – a common feature of “train-tracks” – are rarely required. Prices range from €4,450 for a metal brace on both jaws, or €4,995 for a clear brace on both jaws.

And for the more adventurous – or blingtastic – you could consider a “tooth jewel”. Offered in clinics such as Smilemakers, a tooth jewel is a little rhinestone or other piece of precious metal, which can be fixed on your upper incisors or canines. It is fixed with glue, and is estimated to last about six months.

Given the considerable cost of cosmetic dentistry, if you’re looking to defray the costs you could travel for your treatment. Dental Hungary in Budapest, for example, offers porcelain veneers from just €299, and specialist teeth whitening from €399. However, as with all dental or medical treatments undertaken abroad, do your homework before you travel.

Another option is to consider applying for a tax rebate from the Revenue Commissioners at the standard rate of 20 per cent. Treatments eligible for tax relief include veneers and orthodontic treatment such as braces and bridgework, which should enable you to get a 20 per cent discount on the cost of these procedures.

You may also be eligible for money back from your insurer. At Aviva, for example, members can get a range of discounts at both Smiles and Town Dental clinics, such as 12.5 per cent off the cost of veneers, or a 30 per cent discount on teeth whitening, while Quinn Insurance members can get 20 per cent off the cost of teeth whitening in certain clinics. The VHI does not offer any cover for cosmetic dentistry on its specialised dental plans, but orthodontics – for non-cosmetic reasons – are covered on its corporate plans.