The History of Aqua fresh Toothpaste

The History of Aqua fresh Toothpaste





Personal hygiene is vital for every individual because it touches nearly all aspects of their lives. Not only does it promote and preserve their health, but it also dictates and affects how individuals carry themselves and how they are perceived in their respective environments. In particular, oral and dental hygiene is crucial because it influences direct communication and interactions with other people. Aqua fresh toothpaste is a product that facilitates good oral and dental hygiene habits. A little paste is applied to a toothbrush, and then together with water, it is used to clean the oral cavity. It is a product found in most homes and has served most families for years. This paper will discuss the origin of Aqua fresh toothpaste and how it has managed to stay relevant to date.

The Aquafresh toothpaste company was established in 1973 by Smithkline Beecham. It is essential to comprehend that in the 1850s, people used toothpaste in powder form. It contained chalk, Betelnut and soap, which were unsuitable for human consumption. In the 1860s, people shifted to homemade toothpaste, which consisted of ground charcoal. Charcoal is known for its benefits of whitening teeth and eliminating bacteria. The progressiveness and growth of toothpaste companies resulted in toothpaste production in paste form and its storage in tubes (Suppipat et al., 2021). However, most toothpaste companies manufactured their products using abrasive ingredients that could potentially wear off or damage the enamel. Aquafresh discovered this niche in the market and acted on it. The company manufactured toothpaste with unique differentiating features, including low abrasiveness (Hashemikamangar et al., 2020). In addition, Aqua fresh offered good-tasting toothpaste and oral cavity freshness. That is how it came to life and beat all its competitors in the market.

Aqua fresh was the first toothpaste brand to introduce stripped paste in the oral hygiene market. Originally it had white and blue stripes, and each symbolized the oral health benefits of the paste. The white stripe stood for its ability to fight tooth decay and make teeth strong, while the blue line represented fresh breath (Heidari et al., 2019). The company aimed to eliminate the challenge of toothpaste accessibility by consumers. More often than not, the cost of toothpaste and its availability seemed to be a limiting factor. Aqua fresh set their products relatively lower than their competitors and ensured that the product was available in almost all the local stores across the country. The company also created an awareness platform to educate people on the importance of oral hygiene and why their product would help them achieve it. It deployed agents in different country regions with sample products to help people learn the significance of dental hygiene.

The demand for Aqua fresh in the market has changed over the years. It has skyrocketed because the customer base has expanded tremendously. Their toothpaste is sold locally and internationally thanks to recommendations that have drawn more people to the product. The company’s advertisement forms and channels have also contributed to the growth in demand for the product. It uses blue seas and cresting waves images to symbolize the product’s freshness, cool, and sweet taste (Hariharan et al., 2018). The company has also invested in the channels they use to advertise toothpaste. The experts study the market and target customers and determine the advertising channels to reach them faster. Most advertisements are aired on television because they target families, especially parents. They also use billboards for marketing toothpaste.

Over the years, Aqua fresh has modified its product to suit the needs of its customers, overtake its competitors and stay relevant in the market. It changed its packaging outlook to attract customers’ attention but still maintain its originality and uniqueness. Moreover, the company has incorporated new flavours into the toothpaste such that its customers have a variety to choose from. This move has drawn more customers to the product because they prefer to change the taste of their toothpaste now and then and break the monotony. In addition, Aqua fresh has introduced other oral hygiene products that go hand in hand with Aqua fresh toothpaste, such as toothbrushes, mouthwash and dental floss, to boost further and maintain oral hygiene (Hariharan et al., 2018). Finally, the company introduced the third stripe to its paste, red, to symbolize strong gums. Aqua fresh has conveyed that they are a whole oral hygiene package deal. Endorsements and recommendations from dentists have helped the brand flourish in the market.


It is undeniable that oral and dental hygiene is crucial for one’s image. Aqua fresh toothpaste has helped many people fulfill their oral hygiene routines by making it affordable and sweeter. It has boosted their confidence, helped them achieve and maintain overall physical and emotional well-being. The company has transformed many people’s lives and made them feel different, happy, and smile again. Therefore, Aqua fresh deserves appreciation and recognition for the far it has come and the transformation it has undergone.


Hariharan, V. G., Desai, K. K., Talukdar, D., & Inman, J. J. (2018). Shopper marketing moderators of the brand equity–behavioral loyalty relationship. Journal of Business Research, 85, 91-104.

Hashemikamangar, S. S., Hoseinpour, F., Kiomarsi, N., Dehaki, M. G., & Kharazifard, M. J. (2020). Effect of an optical whitening toothpaste on color stability of tooth-colored restorative materials. European journal of dentistry, 14(01), 085-091.

Heidari, A., Shahrabi, M., & Shahrabi, M. S. (2019). Efficacy of Three Toothpastes in Iron Stain Removal from Primary Teeth. International journal of clinical pediatric dentistry, 12(1), 10.

Suppipat, S., Hu, A. H., Trinh, L. T., Kuo, C. H., & Huang, L. H. (2021). A comparative life cycle assessment of toothpaste cream versus toothpaste tablets. Sustainable Production and Consumption, 29, 357-369.