As he jets away to spend a post X Factor month in Barbados – Simon Cowell may well be delightedly flashing his £10,000 smile, sure his latest X Factor winner is set for a Christmas No 1.

But ordinary people would rather avoid the dazzling tooth-job sported by the multi-millionaire who backed this weekend’s winning contestant Joe McElderry, according to a leading cosmetic dentist.

Music mogul Simon’s white-toothed smile of success is well justified following Joe’s win on the hit TV talent show, but spending a reported £1,000 a day on his looks has not made the judge’s desirable to the Scots public.

Scottish dental patients are shunning X Factor judge’s £10,000 veneered look when asking for tooth whitening with led light or their own dental veneers, in favour of a more natural finish.

Nine out of ten people asking for cosmetic treatments at Lubiju dental surgery say they want to sidestep Simon’s gleaming white veneers.

It was recently revealed that Simon’s appearance and lifestyle costs him a whopping £1,118 a day – with £27 of that going on his teeth.

But those wanting to brighten up their smile at the leading cosmetic dento-facial practice feel 50-year-old Simon’s slick appearance is too high-spec for their daily grooming regimes.

Dr Biju Krishnan, co-founder of Lubiju dental practice, said: “Very few people can carry off Simon Cowell’s celebrity smile.

“Being someone in the public eye, Simon naturally cares a lot about his appearance. His mixing with the Hollywood set means it’s important for him to sport a showbiz gleam.

“But Nine out of ten of Lubiju clients say they don’t want to end up looking like him when asking us to polish up their smiles.

“He clearly understands the importance of good dental work, and while our patients might want that look if they were forever jetting off to LA, I imagine a less dazzling smile goes down better in Scottish daily life.

“We offer state-of-the art Lumineer veneers that are painless to fit and look incredibly natural. The high-tech treatments allow patients to enjoy a perfect smile with no drilling, no needles and no damage to their teeth.

“Luckily, at Lubiju we have the technology to make sure a person’s veneers or tooth whitening is more subtle – we can make teeth up to eight shades brighter – but this is a more natural pearly look without going overboard on the gleam.”

Leith-based practice Lubiju uses the Zoom! tooth whitening programme, favoured by top television make-over shows such as 10 Years Younger, to give patients a brighter, whiter smile. The laser system uses a specialist bleaching process to lighten discoloured enamel and remove stains, leaving teeth up to eight shades whiter.

Dr Krishnan set up Edinburgh’s Lubiju dental practice along with fellow Dundee University graduate Dr Lubino do Rego. The pair also run the highly successful Drake Dental Care NHS practice.

Issued on behalf of Lubiju (www.lubiju.co.uk) by Holyrood PR. Contact 0131 561 2244 or info@holyroodpr.co.uk