SmileDirectClub: New Oral Care
Tooth tech pioneer enters the retail market with an exclusive line of personal oral care products.
Grin bearers have something new to smile about. SmileDirectClub is revolutionizing the oral care industry with its recent introduction of new premium products for consumer home use. The industry pioneer was the first to build a direct-to-consumer medtech platform for teeth straightening and is now expanding into personal oral care products. They’ve introduced new end-to-end oral care products to keep teeth, clean, bright, and healthy. Offered exclusively through 3,800 U.S.-based Walmart stores and Walmart.com, the new line of oral care products will be the first offered in mass retail by a provider of clear aligner therapy.
The inaugural rollout includes smile-enhancing products such as a state-of-the-art electric toothbrush and bright on™, a premium teeth whitening system featuring an LED light. Other new products include toothpaste in whitening and sensitivity varieties, a water flosser, and smile spa™, the first ultrasonic UV cleaner on the market that sanitizes toothbrush heads, aligners, retainers, dentures, and more.
The new suite of products offered at an affordable price point allows SmileDirectClub to support the oral care needs of all consumers, including Club members who are or have undergone their teeth straightening treatment. SmileDirectClub is aiming to disrupt the oral care category with its easy-to-use, cost-effective products.
“SmileDirectClub’s debut of oral care products in mass retail extends our mission to be the consumer’s first resource for safe, affordable, and convenient oral care solutions,” Josh Chapman, Chief Global Brand Officer of SmileDirectClub, says in a press release. “Partnering with Walmart to introduce our products reinforces our shared commitment to providing premium quality products at a price worth smiling about.”
According to Shawn Townzen, Vice President of Walmart Personal Care, “At Walmart, we are always expanding our assortment to meet customers’ needs.” He continues, “We don’t believe you should have to sacrifice your budget for your smile, so we are excited that SmileDirectClub is launching new smile-enhancing products exclusively available at Walmart.”
New Products Available Through Walmart
A roll-resistant premium metal electric toothbrush has quiet, sonic vibration that moves the bristles and not the handle. A two-minute timer with quadrant timing ensures even brushing in the right amount of time. The 3-in-1 case works as a counter stand, mirror mount, and travel-friendly cover. Brush replacement heads and a AAA battery are available.
The bright on premium teeth whitening kit is all-inclusive and whitens teeth for up to six months. The bright on whitening pens contain the same enamel-safe whitening agent used by dentists for less than half the cost. Patented 20-LED accelerator lights enhance the effectiveness of the whitening gel. The hands-free portable light is powered by iPhone or Android for teeth brightening convenience anywhere, anytime. Apply for five minutes, twice daily. A four-pen treatment takes one week with results lasting six months. Eight-pack whitening pen refills and LED light are available.
Premium fluoride toothpaste comes in two varieties. A whitening formula uses advanced whitening technology, and a sensitivity formula safely strengthens and hardens enamel. Both are cavity-fighting that fight tartar buildup, contain no artificial flavors or preservatives, and are cruelty-free.
Smile spa is a patented cleaner and is the first on the market to combine ultrasonic and UV cleaning. The smile spa can kill 99% of odor-causing bacteria and clean a wide range of dental products such as toothbrush heads, aligners, retainers, dentures, mouthguards, and more. The stainless-steel reservoir is large enough to accommodate multiple items at the same time.
“Since its creation, SmileDirectClub has been committed to providing premium solutions at affordable prices,” says SmileDirectClub Founder Alex Fenkell. “Now, with this expansion into oral care products, we’re continuing our mission to ensure everyone can get and keep a smile they love.”
New Products Available at SmileDirectClub.com
In addition to the exclusive Walmart offerings, the company is launching two new products on its website at SmileDirectClub.com.
1) A Club edition electric toothbrush is the same powerful electric toothbrush as previously described but includes a patented aligner-cleaning brush head that is interchangeable with a regular brush head and designed to clean tiny nooks and crannies on aligners and retainers.
SmileDirectClub was founded in 2014 by Alex Fenkell and Jordan Katzman with partner Camelot Venture Group with a mission to provide access to affordable and convenient oral care. As a pioneer in the industry, their first-of-its-kind platform connects eligible consumers with duly licensed dentists and orthodontists who prescribe and manage remote clear aligner therapy utilizing SmileDirectClub’s technology, at a cost up to 60% less than traditional braces. The company recently reached a milestone of serving over one million customers with their remote clear aligner therapy. Learn more about how the company started…
The new product line launch and partnership with Walmart had a positive reaction from investors with SmileDirectClub’s shares rising 23%, their highest level since their initial public offering this past September. The Nashville, Tennessee-based company expanded its reach internationally in 2018, serving customers in Canada, Australia, New Zealand, Ireland, the UK, and, most recently, Hong Kong. Learn more about SimileDirectClub at smiledirectclub.com.