Tube or false ... what’s happening behind the scenes of your toothpaste purchase?
Updated: Jan 3
Next time you go to the superstore, spend a minute or two browsing the toothpastes. You may feel like you’ve strayed into the cosmetics aisle and, in truth, you’re not far wrong. Toothpaste is fast-becoming a cosmetic product in its own right, replete with promises of alluring sensory experiences, brighter and whiter smiles, and more flavors than you’d find in a gelateria. But what are you really getting when you pay top-dollar for your toothpaste?
Whether you’re shopping online or in a store, a visit to an oral-care section will look far different now than it did two years ago. First, you’ll probably notice several new brand names alongside the usual suspects; second, you’ll notice that prices are significantly higher with some toothpastes costing in excess of US$20 per tube.
This price bracket is occupied by a growing stable of disruptive brands that want to convince you that the daily task of brushing your teeth should be a more aesthetic experience. In turn, they wrestle a portion of the US$28 billion oral-care market away from the brands likely occupying a spot in your bathroom.
That’s not to say that household names aren’t also investing big money to get your attention. Colgate, who controls over 41% of the global toothpaste market, spends US$1.7 billion on advertising every year, while competitor Sensodyne spends upwards of US$125 million in the US alone – that's almost 40 cents per American citizen, per year!
The real cost
While the manufacturing of toothpaste is fairly inexpensive, costs continue to rise inexorably. What you’re really paying for is clever advertising, slick marketing campaigns, and attention-grabbing packaging.
In an interview with Racked, Julie Fredrickson, CEO and Co-Founder of Stowaway Cosmetics explains how the industry works and why makeup prices can sometimes be 10 times higher in a store than what they cost to make.
While this may relate to a beauty product, the dental community have been quick to comment on similar trends in the oral-care market, with professionals such as Tan Nguyen, President of the Australian Dental and Oral Health Therapists Association, stating the trend he sees that “expensive toothpastes are marketed to give the ‘wow’ factor.”
Small changes for great causes
Changing the way you purchase toothpaste is more than just a way to save money, it can become a daily statement that you are committed to positive change.
NOICE botanical toothpaste wants to help you make this statement. It’s been created with two great causes in mind: a natural formula that is 97.5% organic and a sustainable design that you refill only when you need to, which keeps costs low. A decision to brush with NOICE isn’t just good for your bank balance, it’s great for the planet too.
Rory for NOICE