Demand wanes for professional teeth whitening

By M.K. Luther -- mkluther@nvdaily.com

FRONT ROYAL -- The popularity of professional teeth whitening has grown steadily over the past few years, but with the decline in the economy, some people are scaling back on the cosmetic procedure and exploring commercial alternatives.

The out-of-pocket cost for professional whitening treatments ranges from $300 to $800, depending on the product and type of treatment. Most dentists offer some form of cosmetic whitening, either in-office or take-home treatments, but neither is covered by dental insurance.

In-office, or chair-side, treatments typically involve the application of a bleaching agent and the use of an LED light to accelerate the whitening process. With at-home kits, patients use mouth guards or trays to apply the whitening gels themselves, according to the American Dental Association Web site.

Dr. Heather Gibson, based in Winchester, said cosmetic dentistry, such as whitening treatments, is a supplemental dental service, but one she considers fundamental to overall good dental health.

"It is a big confidence booster," she said. "I really see a big difference when they walk out and when they walk in."

Professional teeth whitening can be a less expensive and less intrusive way to improve a person's teeth and smile.

"I really believe in preserving the tooth structure," Gibson said. "Sometimes the things people perceive as being flaws will not be as evident if they have their teeth whitened."

Gibson said a licensed dentist has a personal responsibility for any in-office procedure, whereas an unlicensed provider of cosmetic treatments might not be qualified to determine the condition of the teeth.

"It is important to make sure things are healthy first," she said.

Gibson also cautions against tooth-whitening pastes, simply because the majority contain some level of abrasives to remove stains, and anything abrasive can alter the tooth structure.

Gibson's whitening treatments range from $400 to $800. While interest in the process has not died down, Gibson said she has seen more patients put it off until the added expense can be factored into their budgets.

"There is a huge demand," she said. "But it is a discretionary expense."

Dr. Harry Sartelle, in Front Royal, said he was performing about five whitening treatments a month, and is now down to one or two, simply because people are being more careful about how they spend their money. However, he does offer a special in December, which cuts the price roughly in half.

In a pinch, Sartelle recommends over-the-counter white strips, but says that even his preferred brand, Crest Whitestrips, requires two to three kits for the desired results.

"It is not as cheap as it sounds," he said.

The whitening process has evolved greatly during the past 20 years, said Dr. Craig Zunka, a dentist based in Front Royal. Along with teeth straightening or major dental work, he said whitening is the best method to improve someone's self-esteem.

"It is life-changing," Zunka said. "It is amazing. It is like they have just felt crappy about their teeth all their life, and then they get them whitened and -- boom! -- they feel better."

Zunka said the professional method for whitening teeth is the most effective in removing the three main tooth-staining culprits -- coffee, tea and red wine. Tobacco users and smokers might require a more detailed process to successfully remove stains.

"It takes longer to get tar and nicotine stains out of your teeth," he said.

Zunka said the main benefits to a professional, in-office treatment are the speed of the results and the staying power. Some people have great success with over-the-counter, commercial whitening treatments, he said, while others find the results to be the less than what they wanted.

"They work to a point," he said.

A possible drawback for some patients to an in-office treatment is enhanced sensitivity to the teeth, Zunka said, which usually lasts for about a day and a half and can be treated with a cold laser.

Over-the-counter whiteners use a peroxide agent, and Zunka cautions about the possibility of over-whitening -- to a point where pigmentation is removed from the teeth.

Polly Hoverter, a registered dental hygienist who works with Zunka, said the effectiveness of any whitening process hinges on the amount of contact time the bleaching agent has with the teeth. Over-the-counter treatments do not provide as much as professional services do, she said.

"The key is the solution against the teeth," Hoverter said.

The apparent do-it-yourself, quick-fix solutions, such as whitening toothpastes, are better used to enhance the effects of teeth that have already been professionally whitened, Zunka said.

"The thing that we have found is that there are a lot of whitening toothpastes out there," he said. "But there are not a lot out there that really whiten teeth."

Zunka, who uses the in-office BriteSmile treatment with an LED light that activates the whitening gel, charges $500 for at-home treatments, and $800 for in-office, which includes the personalized fitted trays that can be used for touch-up whitening at home.