Chen Xin, an all-media reporter of Guangzhou Daily
This month, the oral care brand WO of Bloomage Bio launched new products such as hyaluronic acid barrier mouthwash and hyaluronic acid light-sensing, moisturizing and whitening tooth paste. Industry insiders pointed out that the giants of hyaluronic acid, which have already taken a place in the field of beauty, have begun to develop the oral care track, which reflects the “beauty” trend of the oral care market to a certain extent.
Competition between new and old brands in the oral care market
CBNData “Healthy Life Consumption Trend Report” shows that 72% of consumers believe that oral problems will affect social confidence, and 67% of consumers Some people believe that oral problems affect appearance. To a certain extent, oral care products for whitening teeth and freshening breath are more like cosmetic products, especially portable mouthwashes, oral sprays and other products that can be put in a bag together with lipstick.
“Our goal is to have no cavities!” When the ad slogan was still echoing in memory, Co.byColgate, the new oral care brand of Colgate-Palmolive Company, is no longer limited to “no cavities”. In pursuit of “tooth decay”, the company launched products such as teeth whitening sticks, mouthwash foam, toothpaste tablets to make teeth more “beautiful”, and encouraged “Gen Z” to express themselves, which coincides with the concept of beauty brands.
In addition, Sanban, BOP, Bingquan, usmile and other new domestic oral care brands have “emerged” in recent years. Because of their “newness”, they understand young people better, and cut directly from the perspective of “beauty”. Gen Z” mind. The reporter opened an e-commerce platform and entered the keyword “oral”, and he could see popular items such as pure dew mouthwash, enzyme whitening toothpaste, oral spray, oral explosive beads, etc., trying to hit the needs and pain points of different scenarios and groups . The prices of such subdivided products are mostly in the double digits, and all of them have handed over a relatively beautiful sales report. For example, the monthly sales of a domestic product “mouthwash soda” has even exceeded 300,000 pieces.
Oral care products enter more scenes
Because of high appearance, high efficacy, high portability, and high cost performance, oral care products are gradually moving from washstands to parties, offices, etc. more diverse occasions. “Before going out, I will put some oral blasting beads in my bag. I use it myself, and I also share it with my friends and colleagues.” The “post-95s” girl Kura said with a smile that this was her “secret to good popularity”. Because of the need to carry and share with her, she will choose fresh fruit-flavored portable mouthwashes, such as vitality white peach, succulent grapes, and a cup of red pomelo are more popular. Wei Wei, a “post-00” girl, said that she prefers oral care products co-branded with well-known IPs such as Cherry Maruko, Luo Xiaohei, etc., because “it is more able to open up topics with peers”.
It can be seen that in the oral care track, mature brands are trying to “rejuvenate”, and emerging brands are pursuing “new and new”, trying to give brands longer vitality with more fresh gameplay. However, some experts pointed out that with the crowded track, “following the trend” and “seeking innovation” cannot establish links with young consumers for a long time, but should think about their core competitiveness and differentiated advantages.