A bright smile goes hand-in-hand with a digital-first generation that's constantly on social media, sharing moments and expressions in high definition every day, and the Closeup White Now range was designed to meet their needs. Co-created with and inspired by beauty-first Gen Z consumers, Closeup's White Now range features tooth polishes that remove stains, and a spray that protects against staining.
According to Unilever's online research, "57% of consumers said they are not comfortable facing others when their teeth are not white, and 62% admitted the colour of their teeth impacts their self-confidence."
These at-home oral care products meet the demand for effective solutions that deliver professional-level results with the convenience of products that can be easily incorporated into daily or weekly routines.
Key Themes Behind This Trend
- Co-creation with Gen Z
- Collaborating with Gen Z consumers enables brands to develop products that directly address the beauty and lifestyle preferences of a socially conscious and digitally active generation.
- Digital-driven Oral Care
- As online presence and video communication grow, demand for innovative oral care products that ensure a camera-ready smile is reshaping the market landscape.
- At-home Beauty Solutions
- The increasing popularity of at-home solutions is challenging traditional professional services by offering convenient and effective alternatives.
Where This Applies
- Oral Care
- The oral care industry is embracing consumer-centric innovations that promise immediate and visible results, appealing to an audience seeking self-improvement and confidence-boosting products.
- Digital Beauty
- Digital beauty, influenced by the persistent presence of social media, is pushing the development of products that cater to a generation obsessed with achieving a flawless appearance.
- Consumer-packaged Goods
- The consumer-packaged goods industry is shifting towards personalized and co-created offerings that reflect the evolving desires and needs of the modern consumer.
