COSMETIC dentistry has, in recent years, gained a large following from the young and young at heart. In fact, it is the latter group that is pushing the boundaries of what modern dentistry can offer.

Mr Veijayaratnam is a 65-year-old retired geologist. The father of two adult children recently shelled out almost $3,000 for a set of porcelain veneers to cover up the cracks in his front teeth. 'The price is reasonable, considering that I now look at least five years younger!' says a happy Mr Veijayaratnam.

Far from being embarrassed, he insisted that there's nothing wrong in wanting to look good. And his isn't a lone voice in the woods, either. Madam Violet Aw, 57, a businesswoman and mother of four, thought nothing of forking out $4,200 last year to straighten her uneven teeth. ''It's not about money. At my age, it's about pampering myself. I have a right to look and feel good. Having a good set of teeth is like a second bloom to me. Yes, it is vanity, but vanity is not reserved just for young people,' says Madam Aw, who added that she now carries herself with a lot more confidence than before.

In fact, Madam Aw was so pleased with her first cosmetic job that she now intends to go for an extreme makeover on the rest of her face. But Mr Veijayaratnam and Madam Aw aren't the only ones smiling. Cosmetic dentist Kevin Ong has seen business boom ever since the law here was relaxed to allow doctors to advertise their services. The main reason why cosmetic dentistry took off only recently was that previously, nobody knew they could straighten their teeth without having to wear braces, says Dr Ong, who has performed almost 400 cases in the past three years. Many of his patients are professionals in their 30s, 40s and 50s. 'The majority of my older patients are already established in their careers. They're not straightening their teeth because they want a new or better job. They're doing it for themselves, because they have always wanted to smile but can't,' says Dr Ong.

Research taken from the American Academy of Cosmetic Dentistry suggests that 99.7 per cent of adults believe that a smile is an important social asset, while a large proportion of that suggests that an unattractive smile can have a negative impact on their appeal to the opposite sex.

So just how popular are such cosmetic dental jobs here? Cosmetic dentistry is picking up very rapidly. 'We expect to see a greater number of patients in the coming years, especially those in their 30s to 50s. Over the last one year, we have seen a 100 per cent increase in total revenue on cosmetic dentistry,' says Dr Wong Keng Mun, Director of T32 Dental Clinic.

Dr Wong will be the first Singaporean to speak at the upcoming Nobel Biocare World Conference in Las Vegas. For the likes of Madam Aw and Mr Veijayaratnam, cosmetic dentistry is a dream come true, because the conventional treatment of wearing braces is just inconceivable. 'If you have crooked teeth, you basically have two options: do veneers or wear braces. In the case of adults who are already in their 30s or older, wearing braces can be quite a chore. Each time you tighten the brace, you're likely to experience a few days of pain. That translates to three or four days of pain every month,' says Dr Ong, who cautioned that those considering traditional braces should come mentally prepared for the long haul.

'What braces try to do is to move the teeth from their original position by adding pressure to them. For an adult, this could take anywhere between six months and six years,' explains Dr Ong. Veneers, by comparison, are a far simpler and relatively painless option. During the first consultation, impressions of the patient's teeth will be taken and the provisional design discussed. A mock-up of the proposed smile will then be made and, if the patient is satisfied, the new veneers will be bonded onto each tooth.

'The whole process takes about two weeks. Some trimming of the gums may have to be done, or if the tooth sits too far in or out, we may have to do a root canal to physically move the tooth into position. After that, it's a simple matter of bonding the veneers onto the teeth,' explains Dr Ong, who claims a set of veneers could easily last about 15 years. 'It's a hassle-free procedure that comes with minimum risk and less than a one per cent chance of failure,' according to Dr Ong.

But before you rush out to the nearest dentist, be warned that not all veneers are created equal. While it may sound like a piece of cake, the whole affair does require a fair bit of skill on the part of the dentist. It's like sculpting, really. 'I can't just use one standard design for everyone. I have to consider the patient's face shape, teeth, skin colour, and even his personality, because you are how you smile. If your teeth and smile look fake, you can't hope to impress others,' says Dr Ong.

And what do his patients say? 'I'm very happy. In fact, now that my teeth are straight, my life's also running smoother!' says Madam Aw.