How do we get people to brush their teeth? As with so many other tedious tasks, the answer often comes down to design. In other words, if brands can make the tools appealing enough or shift the emphasis from hygiene to beauty, people may be more likely to buy in – and companies will profit. These marketing moves demonstrate just how influential product styling is when it comes to improving dental hygiene.
The Eco-Angle
Among the top ways that brands are boosting product appeal right now is by developing eco-friendly alternatives to conventional products. Tired of throwing away plastic toothbrushes that can’t be recycled, or piling up empty plastic floss and mouthwash containers? Hello sells natural oral health products with sustainable packaging, and their products boast mint, activated charcoal, and coconut oil, among other popular ingredients.
Despite their appeal, shoppers need to be careful when choosing natural oral health products. Regular deep cleanings by a dentist are critical to preventing gum disease and cavities, but they can only do so much if patients are using the wrong daily products.
For example, many dentists recommend against activated charcoal toothpaste, suggesting they may actually cause tooth decay. However, these types of products often see better sales because products branded as eco-friendly or natural support aspects of the buyers’ identity and social commitments in a way that feels good and reinforces the purchasing pattern.
All About Aesthetics
While eco-friendly products certainly appeal to some users, for many, oral health is all about appearances. That’s one reason that OTC tooth-straightening products are so popular, but it’s also just at the root of most people’s oral hygiene practice. People know they need to brush their teeth to eliminate bacteria and keep their smile in good condition. That’s why we see so many ads demonstrating the effectiveness of whitening toothpaste; such visuals are more appealing than stats on how many bacteria a product can kill.
Emphasizing aesthetics and beauty have become so important to brands that would otherwise be housed under oral health that many are subtly moving their products to the beauty aisle from their original home in health. You’ll also find toothpaste at makeup-focused stores like Ulta and Sephora. The products feature sleek packaging and an understated message; if you’re committed to putting your best face forward, then you need to take care of your teeth.
Turning to Tech
Electric toothbrushes that vibrate, time the brushing section, and sport other high-tech features have been popular for years, and they’ve even been widely recommended by dentists. In terms of sales, though, these products are performing particularly well right now because of the technologization of all aspects of our lives. At CES 2020, Oral-B announced their new iO model, which is meant to make brushing more fun, while also providing for a smoother experience. Finally, the toothbrush uses Bluetooth to track how well users brush each area of the mouth, offering the sort of data we now expected from our health devices.
It may seem silly to some to spend more on basic hygiene products that are all ultimately very similar, but the fact is, these tools sell. For everyone who thinks fancy toothpaste isn’t worth the price, there’s another that’s convinced these natural products will give them a smile that will light up any room.
Article Submitted By Community Writer
