Whitening your teeth is expensive and painful. Smilepen set out to change this perception in people that whitening your teeth can be cheap, fun and done at home: as simple as brushing your teeth. They created a line of products with natural ingredients that showed results in less than a week.
For years, consumers were told that the only way to get white teeth is at the dentist, using hydrogen peroxide, an ingredient that can have painful effects on the teeths enamel and nerves. Smilepens goal to change this perception came with the decision to develop a new identity and direct-to-consumer strategy.
