# Next Gen Care Oral hygiene brands are appealing to Gen Z via design and marketing. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 16, 2021 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/next-gen-care ## Key Figures - Trend score: 6.5/10 - Evidence articles: 10 ## What is the Next Gen Care trend? **Next Gen Care:** 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. ## The consumer insight behind the Next Gen Care trend 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. ## At a Glance - Evidence: 10 featured examples - Articles from: Dec 17, 2020 to Apr 23, 2024 - Published: Mar 16, 2021 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Next Gen Care trend ### 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. ### 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. ### 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. ## What the Next Gen Care trend means for industry ### For 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. ### For 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. ### For 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. ## Workshop question How is your brand working to appeal to Gen Z? ## Trend signals for Next Gen Care Trend score 6.5 out of 10, from popularity 87%, activity 84%, freshness 23%. - Popularity: 87% - Activity: 84% - Freshness: 23% ## Examples of the Next Gen Care trend 10 featured examples from Dec 17, 2020 to Apr 23, 2024. - [Waterless Hygiene Travel Kits](https://www.trendhunter.com/trends/hygiene-travel-kit): The Waterless Wash Kit Includes Body Care & Toothpaste Tablets (Category: Eco) Implication: The personal care products industry can capitalize on the waterless trend by developing innovative waterless formulas for shampoo, body wash, and other hygiene products. - [Lollipop-Inspired Toothpastes](https://www.trendhunter.com/trends/chupa-chups-x-hismile): The Chupa Chups x Hismile Flavors Sweeten Daily Oral Care Rituals (Category: Lifestyle) Implication: The sweet and unique flavors of lollipop-inspired toothpastes create opportunities for innovation in the oral care sector. - [Plastic-Free Oral Care Sets](https://www.trendhunter.com/trends/seventh-generation-beam): The Seventh Generation Beam is a Subscription-Based Oral Care Kit (Category: Eco) Implication: The personal care industry can focus on shifting towards sustainable oral care products to reduce waste while promoting oral hygiene. - [Limited-Edition Lavender Toothbrushes](https://www.trendhunter.com/trends/lavender-toothbrush): BURST Oral Care Made a Colorful Sonic Toothbrush & Flosser (Category: Tech) Implication: Companies within the oral care industry can capitalize on the trend of offering more stylish and aesthetically pleasing products. - [Cake-Flavored Toothpastes](https://www.trendhunter.com/trends/red-velvet-toothpaste): Hismile's Red Velvet Toothpaste Has a Decadent, Dessert-Like Taste (Category: Lifestyle) Implication: Incorporating unique, dessert-inspired flavors in toothpaste offerings can differentiate brands in the crowded oral care market. - [Color-Changing Toothpastes](https://www.trendhunter.com/trends/crest-kids-color-changing-toothpaste): Crest Kids Color Changing Toothpaste Encourages Brushing for Longer (Category: Lifestyle) Implication: Oral care brands could incorporate color-changing technology into a range of products to encourage healthy brushing habits from an early age. - [Metaverse Mouthwash Games](https://www.trendhunter.com/trends/breathcalypse): In Listerine's Breathcalypse, Bad Breath is the Enemy (Category: Marketing) Implication: The use of gamification and immersive experiences has the potential to disrupt the gaming industry and revolutionize gameplay. - [Oral Beauty Collections](https://www.trendhunter.com/trends/co-by-colgate): CO. by Colgate Introduces Oral Care for a New Generation (Category: Fashion) Implication: The beauty industry can expand their product lines with complementary oral care products and explore the new oral beauty category to cater to Gen Z's interest in self-care and sel… - [Social Media-Inspired Dental Branding](https://www.trendhunter.com/trends/smile-white): Smile White's Inclusive Branding Offers Positive Messages (Category: Marketing) Implication: Dental companies can use inclusive branding that focuses on accessibility to attract a larger audience - [Kid-Friendly Sonic Toothbrushes](https://www.trendhunter.com/trends/burstkids-sonic-toothbrush): The BURSTkids Sonic Toothbrush Instills Healthy Habits (Category: Lifestyle) Implication: Introduce the BURSTkids Sonic Toothbrush to healthcare providers and dental clinics to promote and encourage healthy oral care habits for children. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)