The aim of this study was to identify buccal/gingival cosmetic dentistry patterns subjacent to formation and professional practice of the dental surgeon from the ethnocentrism point of view. This is an exploratory study with a qualitative approach based on the thematic analysis. Initially a documental analysis was carried out. Thereafter, dental surgeons were interviewed and semi-structured questions were applied. In the Periodontal teaching field, this study showed that the presence of racial melanosis is omitted or treated as an alteration in the normality patterns and it is considered anti-aesthetic. All the interviewers learnt how to practice gingival bleaching in the post-graduation courses, they were all encouraged to offer this cosmetic dentistry procedure with the opportunity of obtaining a beautiful and healthy smile, thus assuring the belief of the Caucasian racial aesthetic superiority. This study make us think that the offer of gingival bleaching is oriented by the Caucasian pattern of beauty evidencing the ethnocentric character of this procedure.
Ethnocentrism; Whitening; Gingival Bleaching