New Waterpik Models Address Portability & the Teeth-Whitening Trend
Waterpik is bringing to market two new models that aim to broaden the appeal of water flossing by making the task more of a healthy habit than a chore.
Its new Waterpick Whitening Water Flosser is designed to tap into the teeth-whitening trend, but the company is touting its gentler approach – which opts out of using bleaching chemicals and instead, substitutes a single-use daily tablet made of Xylitol and glycine that is dropped into the handle and that is totally consumed through patented Water Flosser and Whitening Infuser technologies so that the unit doesn’t require post-flossing cleaning. Brian Woodard, director of new products, said that formula provides “a fraction” of the abrasiveness of whitening toothpaste, but works well because it’s being used in conjunction with the power of the water stream.
The unit is available in two versions at $79.99 or $99.99 depending on the model, and comes with a supply of 30 whitening tablets; a one-month supply is priced at $9.99 and an automatic tablet replenishment strategy is being explored, according to Suzanne Carranza, senior marketing manager. It will also work as a water flosser without the whitening tablet installed, she said.
The Sidekick Water Flosser ($129.99) is very small footprint and designed to be easily portable; however, the company said it sacrifices nothing in performance, with a water capacity that will sustain a full 60 seconds of flossing activity. The price includes a water-resistant carrying pouch, and the device is equipped with a global voltage power supply, just like travel-friendly hair dryers.
Waterpik, which created the original Water Flosser and has been in business since 1962, already owns 95 percent market share in water flossing products, said Carranza, so the introduction of these two products, and of the app, are a gambit to grow the pie of users even larger.
“The home has traditionally been the environment of use,” Woodard pointed out at the products’ introduction event Feb. 6. The Sidekick, because it’s portable, doesn’t sacrifice counter space or luggage space, and in essence, vaults the category into the travel devices realm. “It’s the coolest Water Flosser we can make,” he said. “It’s attractive to younger consumers. It’s the ‘no excuses’ flosser. It’s not your Dad’s Waterpik, isn’t clinical-looking and matches other things in your life.”
Soon to follow the retail introductions of this pair of devices is the Waterpik 14-Day Challenge app, which will be geared to cheerleading users in developing the water-flossing habit for keeps. Among its attributes are a how-to guide and an inspirational “coaching voice,” all to the end of making water-flossing fun and engaging. Matt Kubota, the lead app designer, said user studties Waterpik conducted of 20 individuals – with 10 using just the Water Flosser and the other 10 accessing a prototype of the app – resulted in a higher level of water flossing frequency among the app users.