PiNG! Connecting with Your Consumer - Flipbook - Page 150
PiNG!
PiNG!
CHAPTER 5
CHAPTER 5
Oral Care and Social Confidence
The Perfect Confluence
of Beauty and Healthcare
Social connection and confidence are
key to almost every brand. The underlying
benefit in oral care is really about feeling confident
in front of others. Clean teeth and a clean mouth
generate self-confidence. As the main driver in this
category, self-confidence opens up a world of potential benefits and experiences, and straddles the
beauty and health care categories. Having strong,
healthy teeth is an important part of health care.
Having dazzling, white teeth is an important part of
beauty care. Both help deliver the ultimate benefit:
confidence when dealing with other people. Most
categories aim to deliver some level of confidence
to their consumers. Much can be learned, therefore,
from how the brands in oral care have success in
communicating this benefit.
Do you understand the
relationship between your
consumer’s health and
her beauty?
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