The lips, the teeth, the tip of the tongue: How oral care became luxury beauty in 2020

From designer toothpaste to mauve-kissed lips, embrace oral care with attitude ahead of National Smile Month

Image: Smashbox

Britain’s largest oral care campaign, National Smile Month, is set to kick off from 18 May. But for brands looking to tap into the heightened consumer awareness, it’s time to look outside the traditional toothpaste tube.

No longer is it enough to just promise white and healthy teeth, NPD has to relate . . .

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