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arious emotions and associations are linked to the toothpaste one chooses to buy. Brands use them to influence the consumer’s perception. When looking at the toothpaste market we have to be aware of the potential of creating groundbreaking new methods to suggest emotions. In the current market situation, the different types of toothpaste evolve with trends. In terms of colors and packaging, most brands use some nuances of light and dynamic colors; white, light blue, grey, light green and so on. They use these light colors because the white is usually associated with cleanness, healthy living and purity for example. All the ingredients for a white smile!
Through different campaigns, toothpaste gives the sensation to bring Social Recognition. It also falicitates seduction and enables to take care of our Health. Finally, it gives the impression of a professional service at home.
Source: Google Image
- Fresh Sensation
The use of toothpaste is linked to the feeling of freshness and cleanliness. After brushing teeth, we usually feel good and even more self confident. This sensation is translated in marketing through colors, often white or clear green. A wind blowing during the TV commercial also inspires the idea of freshness to the consumer.
Source: Colgate.fr
- Social recognition and seduction
The smile is often associated to seduction. This is the first charm asset and the mouth is an evident contact point in a relationship. Beauty and self insurance are often added effects brought by toothpaste. As Colgate white now or Email Diamant do, brands make appear that power in their commercials. Showing young people with beautiful smile able to seduce in a couple of second, or a couple dancing with a seducing smile, in a romantic atmosphere, is a way to put toothpaste not only in the boosting sex appeal product category, but also in the beauty care product one, as well as make up.
- Health
In consumers' imagination, a white and fresh smile clearly expresses a general good health. As a matter of fact, teeth whiteness indicates a hygienic lifestyle. It also fits with the trend of having the healthiest way to consume, to live and, of course, to take care of the body. Brands such as Weleda, Boiron or Rembrandt are exactly on this positioning.
That is why the pure white color - symbol of cleanliness, and the green one - that stands for healthy characteristics as well as environmental considerations, are great partners for brands.
The emotion of self security conveyed by the healthy impression also concerns products designed to the families. Within this target, the mother chooses the toothpaste with care in order to give the best to her children for example.
Furthermore, when commercials or packaging promises make teeth healthier and for a longer time, it is a way for brands to remind to consumers their fear of the dentist. This perspective to be able to visit the dentist later is quite good news for the customer!
- Professional service at home
Using precised, scientific and medical terminology such as "antibacterial", "chemical erosion" or "fluoridated", and showing people with white coat, explaining a scientific draw as a clear and demonstrated phenomenon, is a way for a brand to appear as a specialist. Colgate, Sensodyne and Fluocaril are examples of brands using this way of doing to convince customers. As a result, the latter are more willing to trust and pay for these specialist brands. Another strategy to appear as a specialist could be to sell toothpaste in a drugstore. As a matter of fact, an expensive product that we can buy in a drugstore, where 41% of the specialized toothpastes are sold, is probably more controlled, better for health and as efficient as medicine. (Source:http://www.shopmania.fr/soins-de-vous/p-super-white-duo-dentifrice-kit-gel-2-seringues-blanchiment-des-dents-25886302 + http://www.alleedesaffaires.com/dentifrice-denivit-p-81.html)
Source: Google Image
To differentiate, brands deliver these diverse perceptions and sensations to the customer and play on his or her imagination. Toothpaste objectives and effects are adapted to the target to produce the right emotion to the right target.
Sources :
- The Psychology of the everyday things, Nordman DA
- “Appeal to consumers’ emotions, firms told”, Travel Trade Gazette UK & Ireland, 06/18/2010
- http://www.wk-pharma.fr/publication/upload/PHM84_MARCH%C3%89S.pdf
- http://www.wk-pharma.fr/publication/upload/PHM84_MARCH%C3%89S.pdf
