"I was a suit-and-tie guy for years," he says. "I realized that you can have the wardrobe, great hair -- but if your teeth are bad, you look like a mountain man."

Membership in the American Academy of Cosmetic Dentistry has doubled in the past five years, says Eric Nelson, spokesman for the Madison, Wis.-based professional group. At the same time, improved hygiene and preventive measures have reduced demand for such bread-and-butter dentistry as filling cavities.

"Veneers have taken off, thanks to shows like Extreme Makeover," Nelson says. "Baby boomers especially want to look better and compete with the younger folks in the work environment."

Dentists are shaping their practices to reflect that demand, with 40 percent reporting a 15 percent increase in revenues due to aesthetic procedures. Nearly half -- 48 percent -- of cosmetic practices reported revenue of more than $700,000 in 2004, with a national average of $661,000, according to an academy survey. Patients spend an average of $400 and up per visit; 70 percent are age 31-50.

Meltzer says his typical patient is middle-aged and in search of a more youthful, attractive appearance. Some are contemplating a slate of visual improvements, including botox injections and plastic surgery, in order to boost their careers. Many are successful professionals who have suffered for years with gum disease.

"Almost everybody comes in with an idea of how they want to look, and we talk about what we need to do to get there," he says. "Is it a question of color or shape? When you smile are you too toothy or too gummy?"

To help the model regain her smile, Meltzer built up her upper jaw, which had been eroded by a bridge. He replaced the bridge with dental implants, natural looking individual teeth that are permanently anchored in the bone.

"That's one of the big changes in our business," Meltzer says. "Because dentistry has become much less invasive, you can come in missing a tooth and leave with a new one."

Valerie Scott of Delran had been battling gum disease since she was a child. By the time she reached her 40s, her gums were receding and her teeth were starting to loosen.

"I hated the way I looked in the mirror," recalls Scott, 50, an office and systems manager for the United Way of Burlington County. "I felt awkward when I spoke in front of groups."

Meltzer created dental implants that closed a small gap between her front teeth. Instead of multiple periodontal appointments, she now has checkups and cleanings three times a year.

Nationwide, whitening is the most requested cosmetic procedure, although pricier remedies such as bonding, in which enamel is applied to a tooth and sculpted to fill in irregularities, also are growing in popularity.

Veneers -- thin, custom-moldings that fit over unsightly teeth -- can cost $1,000 per tooth. Yet the market is so lucrative, makers of veneers are advertising to both dental professionals and consumers, trying to build recognition for such brands as DaVinci and MAC.

Tereshenko, 69, of Audubon, spent more than $20,000 for his implants five years ago, financing payments through a Wells Fargo plan offered at Meltzer's office. More than 80 percent of dentists now offer some sort of financing, AACD says.

Still, for people contemplating cosmetic dentistry, price is the top consideration. According to the academy, 32 percent of patients say cost is their primary concern, followed by appearance (22 percent) and how long the improvement will last (17 percent).

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