UNDER EMBARGO UNTIL 16th AUGUST 2018
CONSUMERS LONGING FOR UNNATURALLY WHITE TEETH ARE RISKING THEIR ORAL HEALTH
Taylor’s 32 is an all-natural whitening toothpaste which lifts stains to reveal naturally white teeth. The low abrasivity formulation does not strip away enamel, making it an ideal companion toothpaste for chairside whitening treatments.
A new YouGov study indicates over 7 million Brits desire artificially white teeth. Without following professional advice, vigorous brushing or unregulated kits at home can lead to irreversible damage. Award-winning hygienist, Anna Middleton, shares her top 5 tips for whiter teeth.
[London, England, 17th August 2018] The desire for whiter teeth isn’t diminishing despite high levels of scepticism towards toothpaste advertisements. New research from Yougov commissioned by Taylor’s 32 Natural Toothpastes found just 3% of UK adults believe toothpaste advertisements accurately depict naturally white teeth. But when provided with a range of teeth shades from natural to bleached, 14% of respondents (approximately 7 million Brits) selected artificially white teeth as most appealing.
Driving the results were those living in the North East of England (22%) and Brits aged 16-24 (18%) selecting artificially white shades achievable only with bleaches or chairside treatments. Moreover, the 3% (approximately 1.5 million Brits) who believed toothpaste ads do accurately depict naturally white teeth were twice as likely to prefer artificially white shades compared to the general population.
“Having white teeth is extremely popular and it is easy to see why. It can enhance your appearance, boost your confidence and make you look younger. Often those seeking a “Hollywood” smile at home have high expectations that are not met, which can lead to reduced confidence”, says Anna Middleton, award-winning hygienist and founder of London Hygienist.
“If your teeth aren’t as white as you would like, scrubbing away with a harsh whitening toothpaste or using whitening kits from the internet have the potential to cause more harm than good. Results from whitening toothpastes are often temporary - addressing surface stains rather than improving the natural, underlying shade of teeth. Although these products can provide the appearance of whiter teeth, they can be abrasive; frequent forceful brushing can erode protective enamel, resulting in pain and permanent damage whilst whitening kits may miss out on key ingredients for healthy teeth, like fluoride, which help prevent tooth decay.”
Anna adds “the safest way to actually change the underlying colour of the teeth is through professional whitening; this can only be done by a dentist or a dental hygienist working under the prescription of a dentist”.
For those looking to achieve whiter smiles at home without risking oral health, Anna shares her top 5 easy-to-follow tips:
- Invest in an electric toothbrush with pressure sensors and soft to medium bristles; a good brushing technique involves keeping the brush in contact with both teeth and the gum line at a 45-degree angle, slowly gliding (not scrubbing!) from one tooth to the next without too much pressure.
- Brush twice a day with a low abrasivity fluoride toothpaste. For daily care, I recommend Taylor’s 32 Natural Whitening Toothpastes for effective yet gentle stain removal
- Always clean in-between your teeth; use floss or inter-dental brushes at least once a day, preferably at night
- Use a straw (not a plastic one) for drinks and try to rinse your mouth with water after consuming dark-coloured foods and drinks such as rich curries and blueberries
- Make lifestyle changes – smoking, red wine and coffee are major culprits for staining. Reduce or avoid these, particularly before sleeping.
- Ends –
Notes to editors
All figures outlined in percentages, unless otherwise stated, are from YouGov Plc. Total sample size was 2140 adults. Fieldwork was undertaken between 21st - 22nd June 2018. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
Where figures are displayed in terms of population, data has been extrapolated from the statistics and calculated by Taylor’s 32.
Taylor’s 32 Natural toothpastes is a low abrasive, naturally whitening toothpaste formulated with Mother Nature’s best ingredients and added fluoride for that ‘just back from the dentist’ clean feeling at home.
Taylor’s 32 can be found nationwide in most Waitrose, Sainsbury’s and Whole Foods Market stores.
Taylor’s 32 Natural Whitening Toothpaste Classic Mint 75ml (RRP = £5.00)
Taylor’s 32 Natural Whitening Toothpaste Fennel & Mint 75ml (RRP = £5.00)
Taylor’s 32 Natural Whitening Toothpaste Grapefruit & Mint 75ml (RRP = £5.00)
About YouGov
YouGov is an international, full service market research agency offering added value consultancy, qualitative research, field and tab services, syndicated products such as the daily brand perception tracker BrandIndex and social media analysis tool SoMA, fast turnaround omnibus and comprehensive market intelligence reports. YouGov’s sector specialist teams serve financial, media, technology and telecoms, FMCG and public sector markets. YouGov is considered a pioneer of online market research and has a panel of 2.5 million people worldwide, including over 350,000 people in the UK representing all ages, socio-economic groups and other demographic types.
As the most quoted market research agency in the UK, YouGov has a well-documented and published track record illustrating the accuracy of its survey methods. For further information visit yougov.com. General YouGov enquiries: T: +44(0)20 7012 6000 E: info@yougov.com W: yougov.com
About Anna Middleton
Anna is a dedicated and passionate award-winning dental hygienist. She started her business 'London Hygienist' with the mission to change the way oral health care is delivered to patients.
Anna studied at The Eastman Dental Hospital in London after working as a dental nurse and graduated in 2015 from the Faculty of Royal College of Surgeons. Since qualifying, Anna has attracted an ever-growing and loyal customer base from the public, press and celebrities alike. This – along with her superior and unrivalled dental service in the heart of London - means Anna is regarded as one of the most popular and sought-after hygienists in London and a rising star within the industry.
Anna – a key opinion leader for Philips, oral health panel expert at comparethetreatment.com and an ambassador for the British Society of Hygienist and Therapists.
About Taylor’s 32
Taylor's 32 is a shiny, new dental company with a simple mission: help people care for teeth and gums naturally without compromise. Utilising Mother Nature’s best ingredients, we ensure each of our toothpastes are effective, free from unnecessary chemicals and enjoyable to use.
Taylor’s 32 – Natural Toothcare
www.taylors32.com
https://www.instagram.com/taylors_32/
Taylor’s 32 Awards and Acknowledgements (2018):
“Hands down the one of the best-tasting toothpastes we’ve come across. The Grapefruit & Mint blend is a win-win while the naturally whitening formula leaves your mouth feeling super-clean.”
- [Judges feedback] Winner, Best Natural Toothpaste – The Beauty Shortlist
“I loved it compared to my usual brand, it was a lot less sharp than the normal high street products … I loved the flavour (I’m a big fan of fennel). The consistency was really nice too, not too pasty or gritty, just a smooth paste. Felt like my teeth were cleansed … kept my mouth feeling fresh. Delivered.”
- [Judges feedback] Bronze recipient, Fresh & Fragrant category – Free-From Skincare Awards
For further information, samples or interviews with Anna Middleton or Will Taylor (Founder, Taylor’s 32) Please contact:
Kavi Tolani
Marketing & Sales Director
Taylor’s 32
Press@taylors32.com
Direct: +44 (0) 7894307703
