TePe, a professional oral care brand from Sweden, boasts over 60 years of R&D expertise and has established a leading position in the European market, earning widespread recognition from dental professionals. As part of its global strategy, TePe is accelerating its expansion into the Chinese market, targeting the rapidly growing mid-to-high-end oral care segment. With the rising health-conscious mindset among Chinese consumers and increasing awareness of oral care, the Chinese premium oral care market is entering a period of accelerated development. According to the 2024 Oral Health White Paper, more than 60% of consumers now prioritize professionalism and scenario-based experiences when selecting oral care products.

Yet in the Chinese market, TePe is still building broader consumer recognition, and core products such as interdental brushes are often narrowly perceived as “orthodontic tools,” which limits their ability to showcase the brand’s full lifestyle value. To establish a stronger foothold in China, TePe worked with professional brand consultancy LABBRAND to create a systematic, localized brand strategy. The goal: elevate TePe from a “clinic-recommended” brand to a leading name in high-end healthy lifestyles, bringing its expertise and value into the daily lives of consumers.

Three-Dimensional Brand Strategy Unlocks Local Growth Potential

In supporting TePe’s expansion in China, LABBRAND addressed three strategic dimensions—brand leadership, experience, and influence, helping elevate TePe from basic brand recognition to a fully immersive consumer experience.

• Brand Leadership: Refined TePe’s “oral care expert” brand assets and integrated local market insights to evolve its positioning beyond a clinical correction image. The brand vision now blends professional authority with lifestyle relevance, enabling expansion from specialized professional channels into the broader consumer market.

• Brand Experience: Developed contextualized content and optimized both online and offline touchpoints, shifting consumer perception from simply understanding product specifications to experiencing a premium, high-quality lifestyle. This approach makes the brand experience warmer, more relatable, and emotionally engaging.

• Brand Influence: Established a KOL ecosystem that balances professional endorsement with lifestyle storytelling, leveraging social media, e-commerce, and offline activations to create consistent communication pathways and enhance the brand’s visibility and connectivity across multiple circles.

Anchored in professionalism and expressed through lifestyle, LABBRAND and TePe together defined its brand proposition: “齿间专研，笑容更自在 (Interdental Expertise, Confident Smiles).”

Establishing Clear Positioning and a Localized Strategy Loop

To achieve a comprehensive and in-depth impact, LABBRAND structured the project into three stages: Insight, Strategy, and Communication. In the insight phase, we conducted desk research, interviews with dental experts and channel partners, and two rounds of consumer focus groups to analyze trends in China’s mid-to-high-end oral care market and uncover consumer preferences. During the strategy phase, we defined the brand’s core positioning as interdental expertise and developed an information architecture along with a comprehensive brand communication plan. In the communication phase, we created a KOL handbook and communication guidelines to ensure consistent and actionable brand expression. At the same time, LABBRAND supported the development of TePe’s brand house, serving both as a tool for internal alignment and as a practical framework for external communication.

Driving Multi-Dimensional Growth and a Sustainable Brand Ecosystem

Through strategic initiatives developed by LABBRAND, TePe achieved multi-dimensional growth in the Chinese market. Brand awareness expanded beyond its professional niche, and consumers began to view interdental care not merely as a functional tool, but as an essential part of daily life. The “Interdental Expertise” positioning reinforced TePe’s differentiation in the high-end oral care segment, enhancing brand reputation. Standardized communication materials supported coordinated engagement across social media, e-commerce, and offline channels. By combining strategic insight with creative execution, TePe has successfully evolved in China from a professional dental brand into a recognized leader in high-end healthy lifestyles, establishing a key pillar for its global strategy.