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Brief Published: 1 Feb 2019

Chrom’s Colourful Tooth Make-Up Targets Gen Extreme


Beauty brands are seeking creative ways to engage with an emerging youth cohort: Gen Extreme. Catering to their larger-than-life aesthetic, NYC start-up Chrom is offering these consumers a new avenue of self-expression: dental dyes – swapping pearly whites for rainbow brights.

The colour cosmetics company creates make-up for teeth (or “tooth polish”) in 10 bold shades ranging from mint green to gold. The flavourless, smudge-proof products are formulated by dentists and made with food colouring. Applied like paint, each polish lasts 24 hours and completely dries onto the desired area after just one minute.

Launched in October 2018, the tooth polishes encourage experimental colour play among Gen-Zers, who can also mix the different hues together to create their own bespoke looks. This DIY option allows this pivotal consumer group to express their creativity and individuality, with about 87% of US Gen-Zers considering themselves artistic (JWT, 2017).

Chrom’s products also tap into younger consumers’ fluid, short-term mindsets. Unlike hip-hop-inspired grills, the polishes can be removed swiftly by brushing the teeth. This allows them to try out different styles and combinations without committing to a permanent fixture.

Self-acceptance and embracing one’s individuality are cited as key concerns for Gen Extreme, and the brand’s engagement strategy feeds into this concept. Chrom’s Instagram page showcases men and women with contrasting aesthetics – from Skate Hazers to Xtreme-Expressionists – sporting colourful gnashers.

In an interview with British style magazine Dazed & Confused, Chrom’s co-founder David Silverstein said: “We feel that Chrom enables these creative beauty artisans in pushing limits in a new way, which is additive to a movement that has been evolving since the beginning of time, and continues to evolve today.”

For more on targeting younger consumer groups, see 10 Youth Trends to Watch, Teen Beauty 2018 and Teen Media Trends. To read more about extreme aesthetics, see Instagangs: Beauty’s Digital Illusionists and Visual Styling Directions 2018.