Launched in 2015 Quip designs and sells electric toothbrushes. What separates them from traditional competitors is their offering of a comprehensive subscription service. (Their commercial from last year is a great introduction to who they are.)
Where competitors in this space focus on the product itself, the electric toothbrush and brush heads, Quip focuses on building a habit. By embracing this angle, Quip not only provides a toothbrush focused on getting you to brush daily, but also sends you new brush heads as well as toothpaste when needed. And to further motivate you to brush, all this is fused with elegant Apple-esque design.
Quip’s Golden Circle
Here’s what I pieced from their website and blog about what they do and why they do it.
Some oral care brands prioritize affordability, sustainability, or gimmicky gadgets, but unfortunately a focus on a complete oral health routine often seems to be forgotten.
quip was created to make great oral care more enjoyable, accessible and simple for everyone.
our primary focus is to simplify oral health, using honest dental tips, accessibly designed products and affordable services.
we deliver products, advice and services that guide good habits for life (their mission)
Having a holistic view
In an article about Quip from Fast Company, “According to the American Dental Association, about 50% of people don’t brush their teeth twice a day, and 75% do not replace their toothbrushes as often as they should. The Center for Disease Control points out that 40% of people don’t visit the dentist every year, and even less than that go at the recommended six-month mark.”
Quip’s service helps people get in a habit of brushing their teeth as well as replacing the brushes when necessary. However, that is not where Quip stops. To combat the problem of people not visiting the dentist, they have a platform to encourage and remind you to visit your dentist every six months.
This leads to a key takeaway. By adopting a holistic approach in what they do and how they communicate, it builds their credibility and authenticity in actually caring about people’s oral health. Think about it, would you believe a company that focuses on making electric toothbrush, or electric toothbrush company that doing all it can to help you build a habit and also remind you to go to the dentist?
Turning personal hygiene products into a lifestyle brand
Their design-centered products and services are backed up with their solution are their social media marketing efforts. Quip is adept in harnessing Instagram. As Inc. explains, “Quip’s own Instagram page intersperses images of the toothbrushes in such bathrooms with ones that have nary a bristle in sight — but that perfectly fit the minimalist aesthetic and include brief brand mentions, cheeky brushing references, and handy dental advice.”
For reference here’s a list of the main articles that served as the basis of this issue’s contents.
- 5 Brands That Turned ‘Boring’ Products Into Instagram Gold
- Quip TV Commercial, ‘Think Again’ - iSpot.tv
- An Idea With Teeth: This Gorgeous Toothbrush Is Made To Fix Our Bad Brushing Habits
- This Startup Built Its Brand On Facebook. Now It Can Never Leave.
- A Picture Is Worth 1,000 Words, But What’s Its Price Tag on Instagram?
- 3 Direct-to-Consumer Brands Reveal Why Target Works as a Retail Partner
- 15 Status Quo Defiers Distinguishing Themselves as the Latest Generation of Challenger Brands
Other Purpose-related News
Purpose isn’t just for big enterprises. Over on my blog I cover how a pizza place with two locations discovered their purpose.
Lastly, here are two articles I’d like to share with you this week.
How a 7th-grader’s strike against climate change exploded into a movement - The Washington Post
The first is a story of a 7th-grader creating a climate change movement.
Millennials are skipping the corner office: Here’s what they want instead | Ladders
The second is about what millennial professionals crave from their careers. (Hint: it has something to do with purpose.)