Brand power, cost and recommendation beat celebrity endorsements on oral health buying habits

Dental

The Oral Health Foundation has been working with manufacturers for more than 25 years to test the marketing claims of oral health products versus scientific evidence, using an independent panel. The foundation has undertaken new research that suggests many people look for endorsements from independent professional bodies when buying health and beauty products, and that celebrity endorsements have little effect on our buying habits.

Dr Atkins, Dentist and Trustee of the Oral Health Foundation said: “It is too easy for manufacturers to make unscrupulous claims about the effectiveness of their products. The Oral Health Foundation’s Accreditation programme aims to prevent this by offering reassurance to consumers that the product they are buying does what it says it does. A totally independent panel of experts evaluates each product claim. It also regulates what companies can put on their packaging to prevent outlandish claims.”

“The Oral Health Foundation has been working with manufacturers for more than 25 years to test the marketing claims of oral health products versus scientific evidence“

41% of those polled said they are influenced by brand power when buying oral health products, 24% said they consider the cost, and 23% said they consider recommendations from a dental professional. Just 4% of those polled said they were influenced in their oral health buying habits by celebrity endorsement.

Dr Atkins went on to say: “Instagram feeds, YouTube channels and Facebook pages are often filled with celebrity endorsements for products so it’s very interesting to understand just how this is influencing behaviour. There is no doubt that by using a celebrity’s profile, products can get a helping hand in reaching more people. Over recent years, I have certainly seen a growth in my own dental practice of patients seeking my advice about new products, which they have seen backed by a celebrity endorsement. One very recent example here is of charcoal toothpaste as an avenue to whiten teeth – the effectiveness of which has been completely disproven. Despite the wave of celebrities on social media being paid to endorse them, consumers are still putting more trust into proven and professionally recommended products.”

See all the latest jobs in Dental
Return to news