It's smiles better - for our Simon!

So said author Anthony J D'Angelo, and it cannot be denied that a gleaming row of pearly whites does not go unnoticed in today's increasingly image-conscious world.

So it is not surprising that many people around the globe, including big name Hollywood actors and actresses such as Tom Cruise, Jude Law and Julia Roberts, are now resorting to cosmetic dentistry to ensure they retain their dazzling smiles.

Tooth whitening is becoming increasingly popular in this country as well, and last year more than 100,000 people in the UK underwent some form of tooth whitening treatment.

One of the newest products to appear on the market is BriteSmile, a same day treatment that claims to dramatically improve the colour of your teeth in just one hour.

At six months it is still relatively new to this country, and one of the few dentists who provide the service in the UK is located in Haworth.

Dr Tony Kilcoyne, of the Smile Specialist Centre on Station Road, discovered the treatment in the United States where he frequently travels to the universities of New York and Pennsylvania as a visiting clinician.

He said: "This treatment has been proven in the USA for over eight years but it has only been in the UK for six months. We have had people come to our Haworth practice from Wales, Scotland and London for our specialist system."

Last week Britain celebrated National Smile Week, which is run by the British Dental Health Foundation each May to raise public awareness of the benefits of good oral health care.

And to mark the occasion I was packed off to visit Dr Kilcoyne and find out just what tooth whitening is all about.

While I have never had what I considered to be badly stained teeth, I have at times been acutely aware that my smile has not been as gleaming as I would like it to be.

Dr Kilcoyne says the one-hour treatment can improve your tooth colour by nine shades, but only natural teeth will be whitened successfully: fillings, crowns and any artificial materials do not take the bleach.

The effects can last for up to two years depending on lifestyle; two shades are lost within the first week and then one shade every six months.

For 24 hours after the treatment you must eat and drink only white and clear liquids and food such as milk, water and white rice, with smoking, red wine and drinking tea (anything that would stain a white shirt) definite no go areas.

The process begins with an examination to make sure that the teeth are suitable and to check for mouth cancer.

A plastic mouthpiece resembling some bizarre medieval torture device is then inserted into the mouth to keep it open.

Cotton wool and a plastic resin are applied to the gums, before a coating of the whitening gel, a substance which contains 15 per cent Hydrogen Peroxide and a special moisturising formula that is a closely guarded secret by the manufacturers, is applied.

Apparently it is this moisturiser that sets the BriteSmile system apart. Dr Kilcoyne explained that the initial whitening effect was due to dehydration, which is prone to reverse.

He said: "If you just propped your mouth open and let it dry, your teeth would go whiter. As soon as you take in liquid your teeth will absorb moisture and darken again."

A blue spectrum light is trained on the gel to activate it and the patient must then sit for a period of 20 minutes for it to work its magic.

The process is painless and not overly uncomfortable. When the time is up the gel is cleaned off and a fresh coating is applied for a further 20 minutes.

It was towards the end of this second 20-minute period that I experienced mild discomfort for the first time, mainly to do with the fact that my mouth had, by now, been open for nearly 40 minutes.

The process is repeated a third time, during which I had a few more little stabs of pain, but still nothing to give me cause for concern.

For the majority of people three treatments is enough. However it was decided that I required a further stint, to try to even up the colour of my canines with the rest of my teeth.

And so off we went again, this time, however, I began to experience more discomfort. But it was complete by now, and when all the paraphernalia had been removed from my mouth I was shown a mirror. The results were truly astounding, it was like looking at a different mouth. My teeth really were nine shades whiter.

They did remain sensitive for some time afterwards but by the next day I was fine and, upon looking in the mirror in the morning, I could not help thinking that the discomfort had all been worth it.

But at £595 the treatment is by no means cheap. However, it certainly achieves immediate and dramatic results and lasts for around two years, which works out at just under £25 a month.

I did not think that I was the type that would go for cosmetic surgery, but having had it I cannot deny that I am pleased with the results.

I have more confidence in my smile and now, where before I was sometimes apprehensive and embarrassed to bare my teeth, I am able to confidently grin from ear to ear without a second thought.