Love at First Floss:
A Smile-Worthy Launch

How do you turn something as mundane as flossing into the most fun part of a beauty-guru’s health and wellness routine while encouraging healthier oral care habits? 

Results from a study by The Journal of Dental Hygiene in June 2022 revealed that people were aware that flossing and using mouthwash are important to oral care, however, these habits were rarely included in their daily oral hygiene regimens. quip and Kaplow created a strategic product launch plan for the new Rechargeable Cordless Water Flosser that would not only educate on the important health benefits to motivate trial and lasting health behaviors, but also build brand love, drive sales and reignite interest in flossing.

Our 360 degree communications plan was rooted in strategically aligning oral care with beauty, proving that a white smile starts with a healthy mouth. Plus the product itself was beautifully designed, sleek and featured innovative technology, making it the perfect addition to consumers’ #Shelfies. 

Through this lens, we focused on targeting beauty and consumer lifestyle media to educate, seed product to and insert quip’s innovative and sleek Water Flosser into relevant and seasonal conversations. Our high-touch outreach allowed us to break through to new outlets for the brand, with coverage in beauty outlets such as Allure, SELF and NewBeauty, with media raving about their first-person experiences with the product.

After only six weeks on the market, quip’s water flosser became the second most popular water flosser in the US and the fastest growing compared to other water flossers on the market. The water flosser was also the most visited product on the getquip.com website over a 38-week period.