THE RISE OF THE HOLLYWOOD SMILE

The end of ‘British teeth’? Superdrug sees a 21 per cent rise in at home teeth whitening kits –

Hollywood has always been renowned for gleaming white teeth and natural glowing tans. This trend appears to have hit the UK as celebrities influence Brits into becoming a teeth conscious nation.

In the last year Superdrug has seen a 21 per cent rise in at home teeth whitening kits as consumers turn to a more cost effective and safer alternative to getting the perfect celebrity smile without costly and, sometimes dubious, salon treatments.

Interestingly dental floss has also seen a 17 per cent increase in sales (YOY) and electric toothbrushes have risen by 18 per cent as customers invest more time and money on looking after their teeth as opposed to just a quick clean with regular toothpaste.

This huge demand has seen Superdrug launch Kylie Jenner dental favourite, Cocowhite whitening oils, which have flown off the shelves – one has sold over every five minutes in the first four weeks. Another top seller is a dental gadget, the Colgate Teeth Whitening Pen, almost 30,000 pens have sold since the beginning of March.

Celebrities such as Simon Cowell, Cheryl Cole and TOWIE favourite Mark Wright have paved the way for the perfect pearly whites. In today’s world it is rare to flick through a magazine or read an article online showing celebrities with a wonky smile and stained teeth.

Richard Cryne, Head of Personal Care at Superdrug says, “We know our customers are very conscious of the latest celebrity trends. Whether Rihanna has dyed her hair blue or Kim Kardashian steps out in the latest new lip colour our customers are celebrity watchers and it often has an impact on our sales.

“British teeth have long been mocked in America but our new sales figures show that today teeth are a vital part of our appearance and the majority of our customers would like a gleaming white smile.”