SA dentists are smiling

An old wives' tale claims that a gap between the teeth ensures luck throughout life, but South Africans are not buying it.

Instead, South Africa's cosmetic dentistry industry is booming as local and international patients queue for crowns, veneers, dental implants and teeth whitening.

Dr Howard Gluckman, an oral medicine and periodontics specialist, and a director of the Implant and Aesthetic Academy, said each dental practice made at least R200000 to R500000 a month.

"Cosmetic dentistry is growing and though already massive will become bigger in South Africa."

According to Gluckman, South Africans have woken up to cosmetic dentistry because of extreme makeover shows, promotion of self-image in magazines and an abundant supply of information on dental improvement on the internet.

"People want confidence from an attractive smile. The media portrays a particular image so people want to look like that. They know that a good smile might help them at work, in their relationships and even socially," he explained.

The most sought-after procedure is the dental implant, a "root" device, usually made of titanium, in the jaw to hold a replacement tooth or bridge in place.

"It's a lot like plastic surgery. Everyone wants one these days," Gluckman said. One implant could cost R12000 to R20000.

Jason Sive, CE of First Health Finance, which provides loans for cosmetic surgery and dentistry, said applications for dental procedures grew from R14-million in 2009 to R20-million last year.

Most applicants were men and from Gauteng. The average age of applicants was 42.

"Notwithstanding . recession, patients still want that perfect smile," Sive said.

He said more dentists were acquiring cosmetic-dentistry skills as they realised that patients were taking their smiles more seriously.

The international community has embraced South Africa as a cheaper option.

Gluckman treats at least 30 patients from Germany, Russia, the UK and the US yearly.

He said dental implants were "notoriously expensive" in other parts of the world and international patients were taking advantage of favourable exchange rates.

Gluckman noted a significant increase in the number of men opting for cosmetic dentistry in the past five years.

"Men are realising that making themselves look good and being metrosexual is no longer taboo. They don't need the macho image." he said.

"The treatments are now less traumatic so men are moving towards dental improvement."

Generally, men were more afraid "because they haven't felt pain, such as having a baby, so they fear pain to some degree", he said.