Young people are being misled in their quest to get an Essex smile as they aren't told their £1,000 tooth veneers need replacing every 10 years
- Experts say the cost of veneers could end up accumulating to £100,000
- Designed to give a 'Hollywood smile', they often need to be replaced
- New survey found 58% were not told how long they would actually last
- More than a fifth did not realise that it involved irreversible treatment
The desire for TOWIE teeth: the bright, white, straight smile sported by reality TV stars such as Joey Essex, X Factor's Rylan Clark and, more recently, Geordie Shore's Chloe Ferry, is putting fans in debt, a survey has found.
Keen to emulate their idols, young people are being misled over 'quick-fix' tooth veneers that could end up costing them £100,000.
Veneers – designed to give people a 'Hollywood smile' – can cost up to £1,000 a tooth, but they often need replacing every ten to 15 years.
Now a One Poll survey of 1,000 16 to 30-year-olds commissioned by the London Smile Clinic found that 58 per cent who had veneers fitted were not told how long they would last.
The desire for TOWIE teeth - the bright, white, straight smile sported by reality TV stars, such as Joey Essex - is putting fans in debt
More than a fifth did not realise that the invasive and irreversible treatment involved removing the natural enamel coating the teeth before replacements, typically made of porcelain, are bonded on top using glue.
More enamel must be removed with each refit, and eventually full crowns may be needed.
A quarter of those who had veneers later required root-canal treatment, while a third of people said they now regretted having the cosmetic treatment and would have chosen a less drastic option if given the opportunity.
This comes after previous research published in The Grocer found sales of toothbrushes and mouthwash have also surged - blaming it on the rise of TV reality shows.
The magazine previously said: 'Forget Hollywood smiles. Today it's all about the Brentwood smile.
A new poll found 58 per cent of people who had veneers fitted were not told that they may need replacing after just 10 years
'The bleached white teeth popularised by the cast of TOWIE, Brentwood's top topless model-cum-vegan bodybuilder Jodie Marsh, and X-Factor runner up Rylan, born just down the road in Stanford-le-Hope.
'Not everyone wants a rictus as radiant as Rylan's, of course, but white is clearly in.'
Data from market analysts Kantar Worldpanel revealed oral care is outperforming the wider personal care and toiletries category which is down 2.1 per cent to £5.8 billion.
Toothbrush sales have soared 8.6 per cent thanks mainly to the growing popularity of electronic devices.
Mouthwash is also slightly up - driven by the health of market leader Listerine.
And although toothpaste may have dipped, average prices are up in defiance of the deflation in the wider category.
But, demand for the personal care and toiletries category as a whole has dipped, statistics showed.
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