Oral hygiene brands are appealing to Gen Z via design and marketing
Trend - Emerging oral hygiene brands are working harder to appeal to Gen Z demographics, with marketing and branding that features youthful aesthetics similar to those of the skincare and beauty space.
Insight - Gen Z has now emerged as the next generation to take charge of pop culture and design trends, and this generation has more diverse preferences and needs that need to be met before they're loyal to a brand. Everything from inclusion to social media influences this generation's purchase decisions, and brands are having to adapt to this shift.
Insight - Gen Z has now emerged as the next generation to take charge of pop culture and design trends, and this generation has more diverse preferences and needs that need to be met before they're loyal to a brand. Everything from inclusion to social media influences this generation's purchase decisions, and brands are having to adapt to this shift.
Workshop Question - How is your brand working to appeal to Gen Z?
Trend Themes
1. Appealing to Gen Z - Brands are creating marketing and branding that feature youthful aesthetics to target Gen Z demographics, such as with oral hygiene brands that are taking cues from the skincare and beauty space.
2. Sustainable and Eco-friendly Oral Care - Consumers are becoming more environmentally conscious and seeking out products such as plastic-free oral care sets and waterless hygiene travel kits to reduce waste and minimize resource usage.
3. Inclusive and Positive Branding - Brands are partnering with design firms to create inclusive messages of positivity, such as with Smile White dental company that aims to bring teeth whitening to previously untapped audiences by using real-life photos and bright colors to appeal to everyday consumers.
Industry Implications
1. Oral Hygiene - Brands are introducing new oral care categories that embody self-care and self-expression, creating personalized and engaging toothpaste formulas, and creating kid-friendly sonic toothbrushes to develop healthy oral care habits.
2. Sustainability - Consumers are seeking out eco-friendly and sustainable options such as biodegradable toothbrushes, plastic-free oral care sets, and waterless hygiene travel kits, creating an opportunity for companies to innovate in sustainable packaging and materials.
3. Gaming and Advertising - Brands are creating interactive games and immersive experiences for their audiences, such as Listerine's Breathcalypse game set in a bad breath metaverse, with an opportunity for more creative and engaging advertising in the gaming space.
