Aquafresh

Aquafresh study finds half of children lack confidence in their smile

A new study reveals societal pressure affects children’s self-esteem, with half of kids saying they have experienced low confidence due to their teeth’s appearance. A staggering 98% of parents recognise dental health’s impact on their kid’s overall confidence.

Aquafresh & World-renowned British photographer Rankin have today opened a portrait exhibition to challenge society’s obsession with perfect teeth, emphasising that Perfect Teeth are Just Healthy Teeth.

New research conducted by dental health brand Aquafresh has exposed the issues with confidence that British children are feeling, due to the societal pressure of having the “perfect” Hollywood smile. The study has revealed that nearly 1 in 2 kids have experienced low confidence because of how their teeth look*.

The study, of 2000 parents and children aged 4-11 revealed that 84% of those children that feel less confident with their smile credit their insecurity to missing teeth (20%), teeth not being “white” (20%), wonky teeth (19%), and gappy teeth (13%). A further 36% have been embarrassed to smile or laugh due to how they feel about their teeth – a devastating statistic that truly demonstrates the impact of low confidence on the youngest in our society.

It’s not only children that are being impacted by the pressure for perfect teeth, but it’s a worrying time for parents too. Almost half of parents (48%) have noticed their child be self-conscious or lack in confidence due to how their teeth/smile looks. A further 43% say their children are impacted by societies obsession with “picture perfect” teeth, and an astounding 98% of parents believe dental health is an important factor in their child’s overall confidence and self-esteem.

To shine a light on the shocking statistics and encourage children to feel empowered by their healthy teeth, acclaimed British photographer Rankin has partnered with Aquafresh to capture powerful photographs of primary school children proudly showing of their imperfectly perfect teeth. The images will be on display to the public at a gallery exhibition in London at Black & White Soho on Saturday 27th and Sunday 28th April, 2024.

To celebrate dental diversity, Aquafresh has also crafted toothbrush prototypes for every type of kid’s teeth—whether gappy or snaggly—to foster positive associations with brushing and boost confidence. 

On this partnership and exhibition, Rankin said: “Perfection is an attitude – so being able to help kids embrace their wobbly, wonky teeth and realise what is ‘considered’ as perfect teeth doesn’t matter has been brilliant. Who doesn’t love to challenge the status quo – it’s more interesting being different, anyway!”

Dr Saul Konviser, Dental Wellness Trust, said: “Whilst Rankin’s moving portraits demonstrate the joy in a child’s proud, toothy smile, it’s also heartbreaking to find out that half of children are feeling low in confidence due to the way their teeth look. We know that if teeth are looked after and healthy, they are perfect! Dental health should be as much a part of a child’s self-care routine as washing their body and getting enough sleep – especially as we navigate the Dental Health crisis in the UK, and it becomes harder than ever to secure a dentist’s appointment. It’s so important for grownups – at home and in schools – to instil good dental hygiene habits in kids – habits will last a lifetime. Aquafresh has kindly supported The Dental Wellness Trust for over 3 years, helping us to promote oral health amongst children and whilst we’re making huge progress, this research proves that there’s still vital work to be done!”

Monica Michalopoulou, spokesperson for Aquafresh, said: “We’re thrilled to unveil these captivating images captured by Rankin, empowering children to take pride in their healthy teeth—because perfect teeth are just HEALTHY teeth! Our longstanding commitment to shedding light on dental care challenges faced by families remains unwavering. We are dedicated to our ‘Shine Bright’ schools’ campaign—a vital initiative that amplifies awareness and enriches dental education for parents, teachers, and children across the UK, that’s in it’s fifth year. This program, accessible to all primary schools, emphasises the importance of early teeth brushing through fun and engaging activities.”

This gallery event will only be available to view for one-weekend only, so don’t miss your chance to see these striking images.

New research from Aquafresh outlines children’s oral health concerns

Over two fifths (41%) of children have missed one or more days of school due to oral hygiene concerns or treatment,[1] according to new research from Aquafresh – the UK’s number one toothpaste brand for children.[2] Commissioned as part of the brand’s Shine Bright campaign, the survey highlights that there is still a need for the industry to be providing better oral health education for children, as 65% of teachers believe a lack of knowledge about oral care has led to children in their school having poor dental hygiene.[3]

The dental industry is already experiencing many challenges, as seen through the British Dental Association reporting that the ongoing access problems to high street dentistry have escalated, with unmet need for dentistry now standing at 12 million patients.[4] Despite the majority of parents (82%) taking their children to dentist once or more a year,[5] parents are seeking further support to maintain their children’s oral health. To help relieve some this pressure and provide much needed support, Aquafresh has brought back it’s Shine Bright Academy for the sixth year, with its schools’ programme offering resources and oral health education to children in schools most in need.

Dr Kate Fabrikant, Medical Lead Northern Europe at Haleon said: “We’re proud to be relaunching our Aquafresh Shine Bright campaign for the sixth year running, raising awareness of the importance of starting a good oral healthcare routine from a young age. As a brand, we want to ensure that all children and families have access to oral health education, and this new research highlights the pivotal role educational institutions and healthcare professionals have in driving this forward. However, 22% of parents feel that more support is needed from dentists, and teachers alike (27%), to educate their children about oral hygiene.[6]

“37% of teachers also site lack of support with syllabus as a barrier when trying to teach about oral hygiene.[7] Oral health brands, such as Aquafresh, can therefore help to bridge the gap by equipping parents and teachers with the best advice on how to help their children and students to develop and maintain good oral health routines.”

In 2023, Aquafresh donated 10,000 toothbrushes to the Dental Wellness Trust, which promotes oral health among children. The Aquafresh Shine Bright Academy schools programme is available to all schools in the UK and Ireland, offering engaging lesson plans, activity packs and a competition to drive oral care education and engagement in the school setting.

The full range of Aquafresh Kids’ toothpaste can be viewed on our Haleon Health Partner Portal, along with resources on how best to support patients. 

References:

[1] Research carried out online by Research Without Barriers – sample comprised 1,001 parents of primary school children (4-11), August 2023.

[2] ©2022 NielsenIQ data, value, units, Kids Toothpaste, 52 w/e 05/11/22 in Great Britain Total Coverage. For verification, please contact mystory.gb@haleon.com

[3] Research carried out online by Research Without Barriers – sample comprised 500 primary school teachers.

[4] https://bda.org/news-centre/press-releases/Pages/Dentists-Access-crisis-piling-pressure-across-NHS.aspx

[5] Research carried out online by Research Without Barriers – sample comprised 1,001 parents of primary school children (4-11), August 2023 – Question 4 (43% once a year, 39% more than once a year)

[6] Research carried out online by Research Without Barriers – sample comprised 1,001 parents of primary school children (4-11), August 2023 – Question 9

[7] Research carried out online by Research Without Barriers – sample comprised 500 primary school teachers of primary school children (4-11)August 2023- Question 9

Aquafresh Fresh and Minty launches new fully recyclable packaging

Aquafresh Fresh and Minty is switching to 100% recyclable packaging from January 2022, featuring a fully recyclable tube and cap, as well as a carton made from recycled board. The switch to eco-friendly packaging forms part of GSK’s goal to make every tube recyclable by 2025, as well as being the first step in moving the entire Aquafresh range to 100% recyclable packaging in 2022. With Aquafresh Fresh and Minty being Aquafresh’s biggest toothpaste SKU, accounting for over a quarter of our Aquafresh Toothpaste volume[1], this change will have a huge positive impact on Aquafresh’s total brand sustainability.

Shopper demand for sustainable products has grown in the last several years, with 81% of consumers feeling strongly that companies should help improve the environment[2]. This demand can also be seen within the oral health category, with 62% of oral care users in the UK alone agreeing that products should be more eco-friendly[3]. To support shoppers in their sustainability efforts, Aquafresh Fresh and Minty will move to more environmentally-friendly packaging, helping to position the brand as a key product for conscious consumers.

Hannah Rogers, Senior Brand Manager said: “Consumers are becoming much more aware of the environmental impact of their purchases. In fact, 57% of consumers said they would switch their purchasing habits in favour of reducing negative environmental impact[4]. As a business, we are leading the way not only in helping to eradicate preventable oral health problems, but to also provide people with better, more sustainable oral care solutions that don’t compromise on quality. The switch to fully recyclable packaging for Aquafresh Fresh and Minty marks just one more step in our ambition to make every tube recyclable by 2025, and to move the entire Aquafresh range to 100% recyclable packaging by the end of 2022.”

The new packs will retain the same Aquafresh Fresh and Minty toothpaste within, including the integral 3 in 1 protection for the whole family with 24-hour enamel shield*. The new modernised packaging will be 100% recyclable as part of Aquafresh’s commitment to sustainability.

References

[1] NielsenIQ Unit sales to WE 04/01/22

[2] https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-sustainable-shoppers-report-2018.pdf

[3] Mintel Future of Oral Care report 2019. Base:1,967 UK internet users aged 16+ who have used oral care products in the last 3 months; US internet users 

[4] https://chainstoreage.com/study-consumers-pay-more-brands-sync-their-beliefs last accessed April 2021