As the influence of celebrities has grown over the last few decades, their appeal to big business has strengthened. A celebrity endorsement can mean big bucks and dentistry has been no stranger to this trend. From toothpaste adverts to famous faces with braces, a celebrity recommendation certainly adds value. In recent years, there have been a number of reports like this one which says that younger generations, particularly millennials are making buying decisions based around authenticity, transparency and ‘self and the planet’. As a result, online ‘girl/boy next door’ celebrity bloggers are multiplying. Over the last decade, the number of bloggers and YouTube stars documenting their orthodontic journey or trying and testing a particular system or product has grown exponentially, as have their audiences. It would seem that the ‘unboxing’ phenomenon and ‘real’ endorsement marketing is not lost on our profession. You can read and watch influencer, Victoria ‘InTheFrow’ s review of her experience of lingual brace treatment with us here at LLOC.
All that said, household name brands and brand advertising are still big players in the marketing game and appear to be holding onto the top influencer spot for how we buy our dental health products. A new survey conducted by The Oral Health Foundation as part of National Smile Month, found that a large amount of UK buyers were actually more likely to buy big brand dental health products based on the power of the name brand rather than any celebrity endorsement which came in at just 4%.
This is interesting to those working in orthodontics because of the increased presence of large orthodontic system brands within the profession. Clever and transparent marketing has worked well for many brands, attracting thousands of patients every year. Here at the clinic, we certainly receive new patients who come in for a consultation and ask for a specific brand name However, I would be interested to see the age range of the survey. Does this reflect millennial values?
Another finding of the OHF survey was that 23% chose their dental health products based on professional recommendation, which came as good to news to us. Seeking the advice of a dental health professional is invaluable when it comes to the best dental health tools to help keep your mouth clean and healthy.
One of the great things about having a thorough consultation with an orthodontist is that you get to have chat through your treatment options. In conclusion, I would say that if you are interested in trying a new dental product or have seen a celebrity or blogger talking about an orthodontic treatment and want to know more, it’s a good idea to talk to your orthodontist or dentist and get their professional advice before making your decision.