Brand Tone

Aspirational and results-oriented, with a scientific and professional underpinning.

Brand Values

• •Confidence
• •Innovation & Efficacy
• •Accessibility & Convenience
• •Safety
• •Sustainability

Best Practices

• •Lead with the 'Why': Always connect the product feature to the core value of confidence. Instead of just saying '12,000 vibrations per minute,' say '12,000 vibrations per minute to blast away plaque and reveal the confident smile you deserve.'
• •Balance Science with Simplicity: Use terms like 'PAP+ technology' and 'ultrasonic,' but immediately explain the benefit in simple, aspirational terms (e.g., 'for pain-free whitening,' 'to gently remove stubborn stains'). This maintains credibility without alienating the customer.
• •Embrace the 'Therapy' Angle: Use language associated with well-being and transformation. Words like 'restore,' 'renew,' 'boost,' and 'transform' reinforce the brand name and elevate the products beyond simple toiletries.
• •Acknowledge and Address Pain Points: Directly address common customer concerns like sensitivity and cost in the copy. Using phrases like 'Finally, a whitening kit that doesn't hurt' builds trust and shows empathy.
• •Maintain a Consistent Visual and Verbal Identity: Ensure that the clean, modern, and results-focused aesthetic of the website is reflected in all marketing materials, from social media posts to email newsletters. The tone should remain professional, uplifting, and focused on the end-result: a confident smile.

Social Perception

The social perception of Smile Therapy is mixed, presenting a significant challenge for the brand. Positive: Many customers express high satisfaction, often calling the products a 'game changer.' Positive reviews frequently praise the effectiveness of the whitening and cleaning products, the lack of sensitivity, and the chic packaging. Good customer service experiences are also highlighted, with mentions of prompt replacements for faulty items. User-generated content on TikTok and YouTube often shows positive, sometimes 'shocked,' reactions to the instant results. Negative: A notable volume of negative feedback exists, creating a polarized view. The most common complaints revolve around poor customer service, with customers citing unanswered emails and difficulties with returns and refunds. Shipping delays are another frequent issue. Some users have labeled the company a 'scam' due to these service failures. There are also critiques of product quality, with some comparing items to cheaper alternatives from platforms like Temu and questioning their effectiveness, particularly the ultrasonic scaler. This suggests a potential disconnect between marketing claims and some customers' actual experiences.

Copy Examples

• •Don't hide your smile. Heal it. Confidence isn't just a feeling, it's a look. Our dentist-approved PAP+ Whitening Kit is engineered to erase years of stains from coffee and wine, without the sensitivity. Get the at-home therapy your smile deserves.
• •Professional Results. No Appointment Necessary. Unlock a brighter, more confident you from the comfort of your home. Our Ultrasonic Tooth Cleaner uses advanced technology to gently remove plaque and tartar, giving you that fresh-from-the-dentist feeling, every day.
• •Your Daily Dose of Confidence is Here. Introducing the V34 Colour Corrector Serum. Using the science of color theory, it instantly neutralizes yellow tones for a visibly brighter smile in one application. It’s not magic, it’s advanced oral care. Ready for your close-up?
• •Sensitive teeth? We hear you. That’s why we created our zero-sensitivity whitening strips. Powerful enough to lift stains, yet gentle enough for daily use. We guarantee a brighter smile, not a painful one. Join over 250,000 customers who made the switch.
• •Your Smile Transformation Starts Now. For a limited time, build your complete oral care routine and save. Combine our best-selling Whitening Kit with the Ultrasonic Cleaner and get a free Bamboo Toothbrush. Because a healthy smile is a beautiful smile.