TAKING BITE OUT OF CLEANINGS DENTISTS NOW OFFER A SPA'S AMENITIES.

Byline: Eugene Tong Staff Writer

VALENCIA - A pair of local dentists wants a visit to the dental office to be as relaxing as a trip to a day spa.

At Promenade Dentistry, brothers Shawn and Ben Javid offer heated massage chairs, paraffin wax treatments and aromatherapy candles along with root canals, braces and the usual dental procedures.

``A lot of people are major dental-phobes - they won't even sit in the chair,'' said Ben Javid, a dentist and half of the duo that opened the practice just two months ago. ``We want to make it a more enjoyable experience.''

They're certainly not the first to offer perks at the dental office, and likely won't be the last.

A 2004 poll of 427 practicing dentists by the American Dental Association found about half of those surveyed offer some sort of spa or office amenities to patients. The most common include headphones and neck rests, followed by warm towels and complimentary snacks.

About 5 percent offer massages, facials, pedicures and manicures.

``It's just an extension of what we did way back when,'' said Richard Price, a consumer adviser for the dental association and a practicing dentist for 35 years. ``I can remember when I offered patients headphones for eight-track players. ... It was difficult keeping those eight-tracks up to date. It made us feel like disc jockeys.''

Besides the obvious marketing advantage, Price sees this sort of dental-chair pampering as a natural evolution for an industry that's increasingly about beauty more than health and hygiene.

``Back when I opened my practice in 1971, you hung up your shingle and if you were any good, people knock on your door,'' he said. ``What has come to the forefront in the industry in the 2000s is cosmetic dentistry. ... Because what we do is cosmetic, it makes sense to include these spa components, which are an offshoot of the beautiful person culture.''

Ben Javid has worked with his brother at their 7-year-old dental practice on Lyons Avenue. The idea to move upmarket at their new Valencia Promenade office came together during - where else? - a day spa visit.

``Why can't we include these things in our office?'' he said.

The pair spent some $300,000 outfitting a run-of-the-mill dentist office with entertainment centers, waterfalls and other relaxation gear. A bit of luxury can make a difference, Ben Javid said.

``Our vision is to have a high-end dental practice,'' he said. ``When you buy a car, you can buy a Mercedes or a Hyundai. They're both cars, but it's the experience of it.''

Still, it's what happens inside the mouth that really matters, Price said.

``If you want the aromatherapy and the paraffin treatment, go for it,'' he said. ``But don't forget why you're there.''

On a recent afternoon, Landon Pascua, 16, rested on the dental chair watching an episode of ``The Simpsons'' on DVD. It was his every- third-month visit to reinforce weak enamel, and his first time working the massage chair remote.

``I'm not used to it,'' said Pascua of Stevenson Ranch. ``But it's pretty cool.''

His mother, Gail Pascua, enjoys the new perks.

``I want to come back just to finish the movie,'' said Pascua, 41, who watched parts of ``Zorro'' during a recent visit. ``It really helps you take your mind off what's going on in your mouth.''

Eugene Tong, [phone]

eugene.tong(at)dailynews.com

CAPTION(S):

3 photos

Photo:

(1 -- color) Patient Kristi Vitale gets a paraffin treatment on her hands as dental assistant Maria Truchinski prepares her for dental work at Promenade Dentistry.

(2 -- color) Landon Pascua, 16, watches an episode of ``The Simpsons'' on DVD as Promenade Dentistry's Dr. Ben Javid prepares to work on his teeth.

(3) Kristi Vitale dips her hand into a tub of paraffin before getting her teeth worked on at the office, which also offers movies, among other perks for visitors.

David Crane/Staff Photographer