When a customer has to chose between several toothpastes, his choice is determined by a lot of different factors.
First, his age. It's obvious, if he is free to choose, a child would not buy the same toothpaste than an adult. Brands know it and that's why they offer dedicated package for each type of customer.
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| A basic adult toothpaste |
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| A child toothpaste |
Toothpastes dedicated to child are generally colorful and really appealing, but the package of an adult toothpaste is really basic. There is also different tastes, child's toothpaste tends to be strawberry flavoured, for the adults it's often mint.
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| Child |
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Adult
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Brands also offer different toothpastes according to your genre, there are toothpastes for woman designed for woman, and toothpastes designed for man. Over the last years, only packages were different, but Signal recently launched a specific toothpaste with a special recipe for men.
There is also a difference in the way brands advertise their products. For a basic toothpaste, the ad will show a beautiful man/woman with the brightest smile you have ever seen. There is clearly a sexual innuendo. If you have a bright smile, you will be more beautiful and it will be easier for you to charm people. For a therapeutical toothpaste, the ad will be more scientific, with dentists and people in white coat explaining why this toothpaste is revolutionary.
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A man ad
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| A toothpaste ad with Shakira |
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| A therapeutical ad |
Of course, as any mass market products, there are different toothpastes according to your socio-professional category. The more you are willing to pay for your toothpaste, the more benefits it will provide.
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