They see an attractive smile as youthful, says Ronald E. Goldstein, an Atlanta dentist who teaches at the Medical College of Georgia. ``And looking one's best is a priority in modern society.''

Thanks to fluorides that prevent decay, boomers tend to have a good set of teeth, which helps them concentrate on aesthetics, says Kenneth Burrell of the American Dental Association. Techniques continue to improve, giving dentists more options. And boomers have money in their pockets. ``People have more discretionary income'' to pay for services not covered by insurance, he says.

Of 580 dentists surveyed by the ADA in 1997, 84% said they offered tooth whitening. The typical patient requesting a whiter smile is between 31 and 35.

A brief look at some of the procedures described by Goldstein and ADA materials:

• Bleaching. By about age 40, teeth tend to yellow as the pulp tissue inside recedes and is filled in by a substance that shows through, Goldstein says. Bleaching can be done entirely in the dental office or with a system obtained through the dentist but used at home -- or a combination of the two.

Bleaching in the office takes 30 to 60 minutes per visit for at least three sessions, Goldstein says. A chemical solution is painted onto the teeth; a special light may be used to activate it.

The home method uses a mouth guard, holding a gel, that must be worn for a few hours each day for up to six weeks, Goldstein says. The cost of in-office bleaching runs from $120 to $500 per treatment; at-home treatment costs less. Bleaching basically lasts indefinitely, but yearly touch-ups may be required.

Burrell cautions against using over-the-counter home bleaching kits. ``Many patients have had dental procedures performed that can change shade with bleaching. You may end up with a big white spot in the middle of a tooth.''

• Bonding. Bonding offers immediate results, Goldstein says. Tooth-colored materials are applied to the surface to cover discoloration, chips, breaks or cracks.

Various bonding resins are blended to match tooth color. The tooth is etched with a mild acid to create a better adhesion. The bond then may be left to ``self-cure'' or may be treated with a high-intensity light.

Goldstein says costs vary from $185 to $950 a tooth, depending in part on the dentist's geographic location and expertise. The restorations may stain, so they should be professionally cleaned three or four times a year. They last three to eight years.

• Veneers or laminates. These are thin, custom-made shells of tooth-colored materials that cover the front side of teeth. They are usually made in a commercial laboratory from a model made in the dental office. They close gaps or cover teeth that are stained, poorly shaped or slightly crooked.

Some enamel may be removed from the tooth to accommodate the shell. The tooth is etched with a mild acid solution, and the laminate is set with a special cement.

Veneers are made from composite resin, acrylic or porcelain. Some veneers can chip, stain or peel. Porcelains may look the best but are more costly -- $450 to $2,500 a tooth, compared with $350 to $1,500. Porcelain veneers last five to 12 years; composite veneers, three to 10.