An increasing obsession with Hollywood smiles means that by 2012 Britons will be spending £1 billion a year on cosmetic dentistry, according to new reports. Extreme makeover television programmes, the quest of eternal youth and top celebrity smiles has led to a surge in the demand for dental treatments such as tooth whitening and porcelain veneers. Favourite celebrity smiles belong to Julia Roberts, Cameron Diaz and Tom Cruise. Phil Stemmer from the Fresh Breath Clinic in London said: “People come in clutching pictures of actors.” Consumers are following the examples set by stars such as Shania Twain, Jude Law, Laura Bailey and Liam Gallagher, boosting the growth of the aesthetic dental treatment industry by almost 150 per cent in the last 12 months to the value of £519 million.