![]() ![]() Be careful not to push too hard between the grooves of the teeth-this can cause lacerations or irreversible gum recessions. “If you apply too much pressure, you can cause trauma to the gums,” cautions Lawrence Fung, DDS, cosmetic dentist and founder of Silicon Beach Dental. Just FYI, because they’re so easy to use, it’s possible to overdo it. “Floss picks are easy to use, particularly when it comes to reaching in between the molars.” Plus, most people don’t floss correctly, but floss picks make it much easier to do so, she adds. “Using string floss can be difficult, especially for people with bigger hands,” says Sanda Moldovan, MS, DDS, a double board-certified periodontist and nutritionist in Beverly Hills. Even though we know it’s an important part of dental and gum health, it’s tempting to skip it, particularly when you have to deal with wrangling traditional floss. “We see DTC and retail as two complementing ways to create those connections.As far as oral care goes, flossing tends to be the one thing that most often gets tossed to the wayside. “Ultimately, we look at our whole business to include a direct connection with users,” he said. There’s been a massive investment by Walmart in the grooming and hygiene aisle, said Enever, “shows they understand the importance of design and value to the customer.” In recent months, Walmart has also added feminine care startup Lola to its growing portfolio of DTC brands. ![]() This has been part of a bigger DTC strategy for Walmart. For Walmart, he said that the benefits of carrying new brands like Quip likely outweigh any risk of driving future sales away. ![]() Now, the customer learns about the brand at their local Walmart, “but the relationship continues via the subscription channel,” Alvo said. By reaching more customers at physical channels, “brands like Quip help improve the lifetime value of these new customers,” Alvo said. The pricing may example why as Quip’s toothbrush head is considerably cheaper via its DTC channel than the in-store refills.Īs digitally native startups continue to seek out big box retail to help them scale, they’re increasingly using these launches as ways to further their brands, said Greg Alvo, CEO of subscription solutions platform Ordergroove. “For a toothbrush, it makes sense,” Enever said, especially during times like these when people try to avoid shopping in public. Quip found that the majority of customers still use its automatic refill replenishment. “In general, consumers are looking for new approaches for many products.”Īnd these store partnerships haven’t meant fewer subscribers. Over the years, DTC brands have underestimated store shoppers, said Enever. The Walmart partnership, he added, has been in motion for some time. Meeting customers where they are by establishing brand ubiquity at national retailers “has always been a part of the plan,” Enever said. Earlier this summer, Quip launched its Smart Brush and Smart Motor, which are compatible with its existing toothbrushes. The launch will feature Quip’s adult and kids’ electric brushes, as well as its refillable floss string, which launched in the last few weeks. Adhering to the company’s long term goal - making their products accessible - means “remembering that most people shop the category at mass retail and in the offline world,” he said. “We know that the majority of people out there rely on big box stores for their oral care needs,” Simon Enever, Quip’s co-founder and CEO, told Modern Retail. ![]()
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