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Westfield Miranda in Sydney has welcomed a new retail concept to the fold, which aims to reduce the anxiety often associated with a trip to the dentist.
The dental hygiene studio, known as Mint*d, is designed to be “fresh, fun and affordable” with a white and aqua colour scheme to emphasise the fresh feel.
“Many people hate going to the dentist, so Mint*d aimed to upend the experience and turn it into a visit that people would love. Mint*d is designed to reduce anxiety – it’s fresh, friendly and lounge-like,” said Mint*d marketing manager Jess McKimm.
“It’s a dental hygiene studio – with services that range from a 15-minute “Speedy Sparkle” to “The Full Mint*y”, which includes a dental check-up and clean. Pricing is upfront and transparent – minimising surprises. Check-in is simple and includes the customer’s choice of “sparkle” at the Mint*d bar.”
Slogans like “You look Mint*d” and “Get a freshly Mint*d mouth” adorn the walls, appealing to the younger consumer, while bright and inviting lounge-like spaces invite visitors of all ages to chill.
The brand and retail concept, developed by VMLY&R, is reported to be an entirely new approach to dental.
“There’s nothing quite like it anywhere in the world. It’s not starched and stuffy, it’s warm and welcoming. The idea is to give as many people as possible the opportunity for a freshly Mint*d smile in a friendly and accessible way,” VMLY&R CEO Jon Bird said.
The Covid-19 pandemic has driven consumer interest in health and beauty products and services, with many retailers reporting increased sales.
Market research company Technavio predicts the teeth-whitening market alone will grow by US$840.38 million between 2020 and 2024, driven by increased consumerism through digital and social media.
Shopping centres are eager to capitalise on these health and beauty services by offering more options under the one roof, where consumers can also have easy access to parking.
The name Mint*d was selected from around 100 possible names and the branding is evident in every customer touch point.
“Right from the moment they enter the store, customers will know what Mint*d is all about – it’s a very fresh approach,” Bird added.
This story appears in the August 5, 2020, issue of Inside Retail Weekly.