09.17.23
With consumers placing good oral hygiene habits on a pedestal, tooth pulling woes are no longer a concern. Apparently, oil pulling has become the new norm in healthy choppers. That, and purple toothpaste.
For those scratching their head, advertisements for purple toothpaste have been plastered across Instagram and TikTok by influencers accompanied by a lightning-fast graze over their polished teeth with their tongue, and praised by celebrities and influencers alike, most notably, Kim Kardashian.
With 49% of consumers visiting their hygienist every six months for a professional cleaning according to Mintel, dentists have drilled home the importance of a strong daily routine to make their next dental cleaning a snooze for the impressed hygienist. And impulse buyers on Instagram are adding color to their treasured oral care habits.
Purple Toothpaste
A web query of “does purple toothpaste work” suggests consumers’ interest into its efficacy. Spate analysts say they're not just seeking reassurance; they’re looking for validity in reviews too.
Given consumer skepticism of new innovations, an ideal opportunity exists for brands to kick their informative content up a notch. The TikTok video format is particularly effective for educating and positioning purple toothpaste as the top choice. Spate suggests brands commission “Get Ready With Me” videos featuring the amethyst paste – the emphasis on teeth whitening.
Oil Pulling
An ancient tradition undergoing a rebrand, oil pulling is spilling over in popularity. Currently, it’s experiencing an average of 116.0K monthly searches and +65.9% year-over-year (YoY) growth. Spate analysts attribute this surge to consumers’ lingering curiosity about its benefits and efficacy.
Like the exploration of the five senses, ample opportunity exists for brands to craft educational content explaining what oil pulling is, where it's applicable and why it matters.
Oil pulling is a method of detoxifying the mouth for optimal oral hygiene. This ancient ayurvedic technique uses vegetable oil to draw out bad bacteria from the mouth, including streptococcus mutans, which can cause cavities and gingivitis.
Currently, there are three market leaders, and one to watch is Georganics. The top-searched brand for this trend has created a mouthwash oil pulling product that integrates the act into an already-established product format.