Under the Microscope: Analysing Gem – A Trendy Revolution in the Oral Care Industry

Join us today as we unearth the marketing behind a gem of a brand that found a gap in the oral care industry and decided to fill it up.

Coincidentally, do you know the oral hygienist’s favourite shop? The GAP…

We’ll be looking at what we can learn from a marketing POV from Gem, a young brand that has put quickly put smiles on people’s faces with a trendy solution.

GEM, on Instagram: “Making clean oral care cute ☁️”

I. The What, Who and Why?

Gem is an Aussie brand that uniquely positioned itself in a space where we choose products based on what ‘9 out of 10 dentists’ use.

Georgia Geminder founded the brand with the purpose of bridging the gap between being a beauty product and all-natural oral care.

According to a study, 73% of millennials and GenZ are willing to open their wallets further for a natural and sustainable product, making this a point to keep in mind when making a product or marketing it to this audience. 

Sustainable products are now used throughout industries, from car seat leather options to facewashes, but surprisingly not in oral care.

The ones available were not as effective as the traditional fluoride toothpaste, and not an enticing option. 

Gem entered with a solution: toothpaste and other oral care just as effective as your good ol’ toothpaste, but using natural and toxin-free ingredients.

II. The Marketing Gems in Gem’s Strategy

✨ A Trendy Solution for the Audience-

Gem products are not only free from toxins, but rich in probiotics and completely NATURAL. As we mentioned earlier, this is exactly what the millennials and GenZ are looking for. 

This generation is not afraid to speak up and is looking for authentic solutions to their needs that strays from chemicals and embraces the natural. 

Gem keeps it real. Their promotion and content proudly reveal what’s in their products and are reasonably priced. 

Their range of oral care makes it an all-natural morning routine, which has a nice ring to it.

GEM embracing influencer marketing on Instagram: “Join the thousands of Aussies shaking up their oral care routine each morning with the natural toothpaste that actually works 🙌🏼”

🌟 Displaying Gem in the Perfect Places- 

Gem knows its target audience, and where they hang out. We all know that social media is the Millenial/GenZ playground, especially platforms like IG and TikTok. Paired with educative content, user-generated content and real-life bathroom mirror content make it an interesting and a relatable experience for the customers.

Gem also ensures its position as marketing as a beauty brand as well, with aesthetics shots in its pastel glory:

GEM on Instagram: “Watermelon moment of our dreams ☁️ Pair the Gem Watermelon Electric Toothbrush with the Watermelon Mint Triple Whitening Toothpaste, Whitening Pen & Terry Bag & transform your oral care routine to a tropical paradise 🍉 Shop our Watermelon Pamper Pack today to secure yours 🙌”

💄 Premium Packaging

Another aspect of marketing that Gem has nailed is the packaging, targeting the sense that makes up 80% of the information we process. 

A beauty product should look beautiful. 

Gem is packaged in pleasant pastel colours with a matte finish and a hexagonal cap. 

It is unique and eye-catching, making it a thumb-stopper on social media.

GEM on Instagram: “Toothpaste just got premium. Have your paste come to you for just $8 a month ~”

🎥 Influencer Marketing

Gem has partnered with influencers to reach their customers. Influencers work on trust and develop a specific opinion amongst their community. Getting an A-Ok from them is a great way to convince their target audience to give Gem products a try.

Influencers also give them great access to host their giveaways, which is a great way to get customers to try a product that goes against the norm.

DailyMail UK: “Nadia Bartel, 37, (pictured) rocked a modern chic look on Thursday as she led the arrivals at Gem Oral Care's Woolworths launch”

III. Wrapping it Up

Gem is a great example of tailoring the marketing strategy to fit your target audience — from aesthetic, brand messaging to positioning.