Have you ever seen that famous charcoal toothpaste circulating on social media and being constantly promoted by influencers? Well, turns out what they’ve been telling us is a total lie!
The claims these brands are making have been deemed unproven by a 2017 review in the United States of over 50 products, only just gaining media attention this month.
- Most brands incorrectly claim they’re products are “anti-bacterial”, “anti-fungal” & that they “reduce tooth decay”.
- The largest claim that the products are “teeth whitening” – completely unproven! These experiences are purely anecdotal, with no scientific evidence to back it up.
Dentists have expressed that these toothpastes do more harm than good:
- The lack of fluoride in these products restrict them from protecting teeth.
- Excessive brushing with the charcoal is likely to cause abrasions on consumers’ enamel and gums.
- Charcoal particles are also likely to get stuck in gums and and irritate them.
- Anyone with fillings – bad news! The charcoal can easily become stuck in-between them and become really difficult to get out.
The Influencer Effect:
So – the Digital Marketing side of things. The front running charcoal toothpaste brand is most definitely Carbon Coco. Their main form of social media is Instagram, and the majority of their posts are micro-influencers (with just over 10,000 followers) promoting their products. This works well for the brand – the micro-influencers receive free product in exchange for an image or short video using the product (and the influencers get to boast that they worked with a large brand!).
Although, these testimonials are largely questionable, many images posted on their Instagram clearly edited to make their teeth look whitened:
Catherine Bouris from the Sydney Morning Herald put their products to the test, and after 6 weeks, had these incredible results (…not)!
I don’t know about you, but I have personally been marketed advertisements for charcoal toothpaste (via social media) for over a year now! I also must admit – I’ve been tempted to try it.
These testimonials from micro-influencers really sold me, as did their strong claims on their website:
Have you ever been marketed or tempted to try an online fad, such as charcoal toothpaste? Has the promotion of the product/s by influencers guided you in this decision?