Why are there so many different labels on toothpaste? There’s full “protection + whitening”, “deep clean”, “advanced whitening”, “advanced protection”, “repair & protect”, etc. from the same brand alone.
Is there a practical difference, or is it just a marketing scheme?
In: 3
It’s all marketing, *including the practical differences*.
Size is an obvious practical difference, but it’s rooted in customer’s demand for different amounts of toothpaste, which can stem from: wanting to try something, not wanting to spend a lot of money at once, travel needs, etc.
Wanting to take up shelf space so your competitor isn’t the only brand a customer sees plays a role. So the marketing need leads to the company’s product innovations to justify the shelf space.
And if your main competitor is innovating, you need to come up with *something* to justify a “new and improved” label. Recently I’ve noticed that Colgate offers a premium-priced toothpaste that says it will take years of aging/stains from your teeth, and they have modified that by increasing the amount of hydrogen peroxide and the number of years. That’s a practical difference and a marketing gimmick.
Finally, they want to offer different price points for consumers, which is marketing, but it reflects actual differences. A brand, say Colgate, needs to have offerings at every level of toothpaste price or else Crest will nab all the premium customers and Aim will take all the value customers.
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