SmileDirectClub

Marketing Claims

Canada

Aligners

"60% less" claim is based on SDC SinglePay vs. national average. Treatment with SmileDirectClub clear aligners can cost as little as CAD $2,570. The cost of braces or invisible aligners can be as much as CAD $7,000. Source.

 

“Straighten your teeth in less than 6 months”

  • “Less than 6 months” claim is based on the number of 22-hour wear customer orders (95%) with treatment plans that are 6 months or less.

 

“Straighten your teeth in as little as 4 months”

  • “As little as 4 months” claim is based on the number of 22-hour wear customer orders (68%) with treatment plans that are 4 months or less.

 

“Straighten your teeth in 4-6 months”

  • “4-6 months” claim is based on the number of customer orders (95%) with treatment plans that are 4, 5, or 6 months.

 

"Straighten your teeth and start seeing results in as few as 90 days"

  • “As few as 90 days” claim is based on survey results with customers who were in treatment with SmileDirectClub 22-hour-wear clear aligners where 98% said they saw movement within the first 90 days.

 

“Straighten your teeth and start seeing results in as little as 60 days”

  • “As little as 60 days” claim is based on survey results with customers who were in treatment with SmileDirectClub 22-hour-wear clear aligners where 80% said they saw movement within the first 60 days.

 

“Many customers see results in as little as 30 days”

  • “Many customers see results in as little as 30 days” claim is based on survey results with customers who were in treatment with SmileDirectClub 22-hour-wear clear aligners where 50% reported seeing movement in first 30 days.

 

Lifetime Smile Guarantee™

“Guaranteed for life”

 

Whitening

"Up to 9 shades whiter in 1 week"

  • "9 shades whiter" claim is based on average results after 1 week when used as directed. Results may vary. Based on internal study, data on file.

 

"Up to 5 shades whiter in just 3 days"

  • "5 shades whiter" claim is based on average results after 3 consecutive days when used as directed. Results may vary. Based on internal study, data on file..

 

"Results that last up to 6 months"

  • "Up to 6 months" claim is based on one full week treatment when used as directed. Results may vary. Based on internal study, data on file.

 

"Starts whitening after just 1 use"

  • "After just 1 use" claim is based on average results when used as directed. Based on internal study, data on file.

 

"Same enamel-safe whitening agent used by dentists, for a fraction of the cost"

  • “Same enamel-safe whitening agent used by dentists” claim is based on a professional in-office treatment using hydrogen peroxide-based gel. Source on file.
  • "For a fraction of the cost" claim is based on prices compared to a professional in-office dentist treatment, starting at $500 per session. Source on file.

 

"ProActivate whitening accelerator preps your teeth to increase brightness 50%"

  • "To increase brightness 50%" claim is based on whitening with ProActivate™ and bright on® as directed versus whitening with bright on® alone. Based on internal study, data on file.

 

Toothbrush

“Cleans 50% better than a manual toothbrush"

  • “Cleans 50% better” claim is based on a comparison to a standard round filament brush. Results from independent study, data on file.

 

Waterflosser

“Removes 99% of plaque between teeth and below the gumline.”

  • “Removes 99% of plaque” claim is based on an efficacy comparison against string floss after a single use. Results from independent study, data on file.

 

"50% more effective than string floss."

  • “50% more effective” claim is based on a comparison against string floss after 14 days where water flossing was found to be 50% more effective for improving gum health (reduction in gingival bleeding). Results from independent study, data on file.