Brushing your teeth might seem like just another part of the daily routine. But for many, it’s far from ordinary. It’s a moment to reset, recharge and reconnect with a sense of self.

That first hit of mint before stepping out the door? It’s not just about fresh breath. It’s about stepping into the day feeling sharp, composed and ready. When a product delivers that feeling, it becomes more than functional. It becomes personal.

So what turns a simple habit into something that empowers? We spoke to the people who live it…day in, day out.

Objective

We set BoltChatAI on a mission to uncover the emotional, cultural and habitual influences shaping oral care routines, exploring what drives confidence, loyalty and personal connection in this part of the personal care routine. 

Audience & Methodology

We engaged individuals aged 18 to 35 across the United Kingdom who had recently purchased oral care products. Through AI-moderated conversations, we explored how they choose, use and connect with the brands in their bathrooms.. 

Freshness Fuels Confidence: The Mint-Powered Empowerment Ritual

In oral care, mint stands out as more than a taste. It’s a cue for confidence. It signals readiness, social preparedness and self-assurance.

Consumers describe it as a moment that helps them feel polished, refreshed and reset. When a product consistently delivers that feeling, it earns its place as a trusted part of their day.

Targeted Solutions Define Personalization: ‘This Understands My Needs’

Consumers don’t want vague promises. They want products that speak directly to their concerns, whether it’s whitening, gum health, plaque removal or sensitivity.

Personalisation is experienced through precision: clear benefit claims, well-labelled packaging and a sense that “this is for me.” When that alignment is there, consumers feel seen and valued. 

The Mint Anchor: Cautious Exploration of New Flavours Hinges on ‘Clean’ Perception

While mint dominates as the trusted baseline, some consumers are open to exploring other flavours such as charcoal for whitening, cinnamon for intensity or fruit for novelty.

But there’s a key caveat. Anything that feels too much like food risks breaking the hygiene illusion. Flavours must still signal efficacy. Freshness isn’t optional. It’s the standard.

Empowerment Through Proof: Visible Results and Expert Endorsements Build Trust

Feeling good isn’t enough. It has to be backed by visible results. Whiter teeth, fresher breath, less sensitivity. These are the outcomes that inspire confidence.

When combined with expert cues like “dentist recommended” or “clinically tested,” products don’t just perform, they prove their worth. These signals play a vital role in helping consumers feel they’ve made the right choice.

Ready to explore the full report? You can access it here! 

Interested in seeing BoltChatAI in action? Click the ‘Book a Demo’ button in the top right to get started.