Marketing Strategy
In recent years, the landscape of dental care has undergone a remarkable transformation, with innovative brands like HiSmile at the forefront of this revolution. HiSmile has not only redefined oral hygiene products focusing on beautifully designed packaging but has also pioneered a unique marketing approach targeting young people. Through strategic influencer partnerships, HiSmile has carved a niche in the market, capturing the attention of Gen Z like never before.
In recent years, the landscape of dental care has undergone a remarkable transformation, with innovative brands like HiSmile at the forefront of this revolution. HiSmile has not only redefined oral hygiene products focusing on beautifully designed packaging but has also pioneered a unique marketing approach targeting young people. Through strategic influencer partnerships, HiSmile has carved a niche in the market, capturing the attention of Gen Z like never before.
Understanding HiSmile
HiSmile isn’t positioned as another oral care brand; it claims to be a lifestyle choice for the modern generation. Founded with a vision to make teeth whitening accessible, affordable, and stylish, HiSmile has disrupted the traditional dental brands with its range of boundary pushing products. Bestsellers include Glostik Tooth Gloss, Iced latte Toothpaste and Colour Corrector Serum.
The Power of Influencer Marketing
Central to HiSmile’s marketing strategy is its focus on using influencers to amplify its brand message. Instead of relying on traditional advertising channels, HiSmile leverages the reach and influence of social media personalities to promote its products. By collaborating with influencers who reflect the brand’s aesthetics, HiSmile effectively communicates its message to millions of followers across various platforms.
They have used this method right from the beginning, when they launched they sent their original whitening kit to people and asked them to give their honest feedback via a video. This initial campaign was a massive success and has led to the company being able to be more strategic and invest even more in both paid and gifted influencer campaigns.
Targeting the Youth Market
One of HiSmile’s key strategies is its laser focus on youth. Recognising the importance of catering to Millennials, Gen Z and Generation Alpha, HiSmile has positioned itself as more than a dental brand. They claim to have built a community focused on self-love and confidence, underpinned by their mission is to build a future of smile care, one step at a time. By understanding the lifestyle and preferences of young consumers, HiSmile has successfully made itself accessible, affordable, and appealing to their target audiences.
Building Authenticity and Trust
Through its influencer marketing, HiSmile positions itself as a trusted brand with an emphasis on authenticity and transparency. Rather than relying on overt product endorsements, HiSmile encourages influencers to share their ‘genuine’ experiences with the brand. This approach not only fosters trust among consumers but also reinforces HiSmile’s claims that they offer a good quality, at-home teeth whitening and oral care products. A flow on from their investment in the space is that other users then generate content about their product, videos that show a ‘real person’ and their take on the product.
This is a powerful tactic to engage young people however it has not been controversy free. In 2021 the UK Advertising Standards Authority banned two ads by HiSmile after disputing claims to be ‘clinically proven’ to whiten teeth faster than competitors.
Our honest review!
We asked some of our members to use HiSmile and let us know what they thought. They reviewed the Chocolate, Cinnamon, Mango Sorbet, Fairy Floss and Peach Iced tea toothpastes as well as the gloss stick. The Chocolate flavour was mostly well received with peach and mango bringing the worst reviews.
Thoughts ranged from it’s “surprisingly like chocolate”, “it’s so good, kids might eat it.” through to “it is terrible.”, “This is spicy.”, “Tastes revolting.”, “Tastes disgusting.”.
Lochana Ramalingam said, “I am afraid children may swallow this toothpaste.”
Nicky Kilpatrick commented that “the toothpaste has ultimately inadequate fluoride which is a downer for me.”
Emma Branson, an RCH regular also commented that she tried brushing with HiSmile Toothpaste and “it had a much better mouth feel than I was expecting, but it looks like blood when I spat it out.”
Two people reviewed the Gloss Stick and commented that it made no difference but tasted and felt like lip gloss on their teeth.
If parents ask
HiSmile is likely to come up in some consultation. Our recommendations to parents would be to check to make sure it has fluoride, some of the toothpaste range, especially the whitening paste does not contain fluoride. Our recommendations, in line with the Australian Dental Association, for kids 6-13 from 1000 -1500 ppm. The HiSmile toothpastes seems to meet the standards.
The recommendations you make will depend on the child’s caries risk, please ensure you are taking this into account when speaking to patients and their parents.
Looking Ahead
As HiSmile continues to expand its presence globally, its influencer marketing strategy remains integral to its growth trajectory. By staying attuned to the evolving preferences of young consumers and forging connections through influencers, HiSmile is poised to maintain its position as a trailblazer in the dental care industry.
HiSmile’s innovative approach to oral care and influencer marketing has had an undeniable impact on the way young people perceive and engage with dental products.
We can see that young people will continue to try these toothpastes. We encourage clinicians to speak with patients and consider advice on an individual basis.
