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The Brief
Published: 1 Nov 2018

Designing Irresistibility into Everyday Dental Care

Extra
L-R: Usetool Company, Goodwell Company

The humble toothbrush is used by millions of people every day across the globe. With the selfcare market booming, brands are realising the commercial opportunity of elevating this bathroom basic. We unveil our two favourite examples evolving this tool to suit aesthetic and sustainable values.

New lifestyle brand Usetool Company, from South Korean designer Jiyoun Kim, seeks to simplify and add value to everyday essentials. Its premier product is the Usetool toothbrush and steriliser, which have an elegant rounded silhouette and inviting soft-touch finish.

The toothbrush is fitted with a magnet which, when placed head-first into the steriliser, activates sonic waves to dislodge bacteria and food from the bristles and clean the brush between uses. The steriliser also acts as a stand and has a wireless charging platform, which features an in-built digital clock that times three minutes of toothbrushing.

Another brand exploring how to add value to this everyday tool is Goodwell Company – a US start-up with a sustainability focus. It sells modular toothbrushes with either a bamboo or recycled aluminium base, and a fully biodegradable charcoal head for improved whitening.

Looking to compete with high-end options while staying true to its environmental ethos, the company is launching Be – a battery and electricity-free powered toothbrush. The handle features a twistable lower section that winds up a manual motor. After a few twists, users press the power button, which moves the bristled head as if powered electrically.

The beauty tools market is expected to be worth over $49bn by 2023 (Global News Wire, 2017). To tap into this growth, brands need to adopt refreshed aesthetics and sustainable materials to reframe unremarkable goods as essential utensils within consumers’ everyday rituals. See Beauty Tools 2018 for more.

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