Here's an excerpt from an interview by Dental Economics with the President of the American Academy of Cosmetic Dentistry.

DE: To what do you attribute the continued growth of cosmetic dentistry?

Dr. Zase: I think many factors are involved, but the most important is the tremendous amount of media attention paid to this area of health care. This is multifaceted. The PR efforts of organizations, like the AACD, are significant but are only one segment of the issue. Countless magazines and newspapers are doing stories on cosmetic dentistry because people are interested. Dental product advertising has inundated television as well as all other media outlets. The television show “Extreme Makeover” exposed millions of people to the benefits of cosmetic dentistry. Individual dentists are advertising at the highest rate in history. The public is truly starving for more information on how to look better and be more fit. This has been exacerbated by the coming of age of the huge population bubble of the baby boomers. Gyms are full; healthy diet fads are sweeping the country. Most boomers want to look younger and more attractive, and their smiles are a great place to start.

In addition, cosmetic dentistry has opened up an inexpensive gateway with the widespread popularity and safety of tooth whitening so it is now available to most adults instead of only the wealthy. Once people start whitening, they observe their teeth much more and begin to notice additional problems. When patients own their problems, they are much more likely to want treatment than if they are just told that they have a problem.

Finally, like it or not, we are a society of “keeping up with the Joneses.” Well, the Joneses now have beautiful smiles!

DE: What would you say are the most notable achievements that have occurred in cosmetic dentistry in recent years?

Dr. Zase: First, and most important, is that cosmetic dentistry is focusing more on health and function rather than just improving esthetics. Educational opportunities have expanded and dentists are taking advantage of them. Thankfully, an ever-expanding number of cosmetic dentists have learned not to just do the job but do it well.

New porcelains and composites have increased the beauty of the results that can be achieved. We have much less dependence on metals, so we can produce even more natural restorations. Our growing knowledge and techniques around implants have given us options that never before had been available. We have increased our relationships with other disciplines of dentistry (most notably periodontics and orthodontics), which have helped us raise the bar for the level of what we produce.

We have improved our bonding techniques so much that sensitivity from restorative work can be virtually eliminated. We have improved our whitening formulations and treatments so that sensitivity in that area has also become significantly reduced.