@gr8collab: Over the last decade, we’ve watched brands like @seed change the role of consumer brands. Half a million people follow and engage with a probiotic brand on Instagram, and have been taught to care about their microbiome. @softservices did something similar by applying the language of skincare to body care. Now it feels like oral care is entering that same conversation. What’s interesting about this new wave isn’t just the branding (though all three have done a gr8 job). Each is asking us to care about an entirely different scientific framework—the oral microbiome (@even.mouth), an ingredient you may have never heard of — nano-hydroxyapatite (@bastetritual), or a complete oral health system (@itskoppen). This also creates a much bigger challenge because innovation alone won’t define this category, education will. And the brand that can successfully translate its science into something people genuinely care will probably define this next consumer frontier. #oralcare #brandstrategy #wellness #gr8collab #designtok
