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  • People are rethinking daily oral care and the role it plays in their lives
  • People are rethinking daily oral care and the role it plays in their lives
    Tima Miroshnichenko (2021) ©

Is personalization the next opportunity in oral care?

Fear of the dentist is nothing new, but added anxiety around contracting COVID-19 is pushing Americans to be more proactive about their oral health. With conscious consumers constantly forcing the bar higher for oral care products, how can established and emerging brands compete?

Location United States

The nylon toothbrush is a relativelyrecent invention, having been around for less than a century. And as simple as the technology seems, Americans are still struggling to form proper oral healthcare habits: one-third of US adults are unaware of the American Dental Association’s recommendations around how often to brush, floss, and see a dentist. As with so many areas of life, the pandemic has had a significant impact on American attitudes to oral care. Anxiety over drilling, needles, and hefty bills aside, COVID-19 has become yet another reason to fear the dentist. Around 30% of Americans were less likely ...



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