Swinging by the department store beauty counter to pick up a new lipstick or teeth whitening product is a given, but Macy’s is taking the smile category one step further. As reported by WWD, the retailer is launching SmileDirectClub into one hundred stores, proving that they view teeth straightening as another off-the-shelf beauty option to offer their consumers.
SmileDirectClub, a doctor-directed at-home regimen, has billed itself as a disruptor in the $11-billion-dollar orthodontics industry. Along with similar companies such as Candid Co. and Orthly, SmileDirectClub offers invisible aligner treatments to patients using a direct-to-consumer model at a price that’s a fraction of traditional orthodontics. These services remove in-office visits, replacing them with at-home impression kits, remote doctor monitoring, mobile apps, virtue dashboards and online support groups. Compliance and safety measures are largely left to the user’s own responsibility—a point that’s received a fair share of criticism. But the popularity of these “smile subscription services” prove that remote tele-dentistry isn’t exactly going anywhere.
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SmileDirectClub’s partnership with Macy’s will now make at-home smile makeovers accessible to an even wider audience. Smile Kits exclusively created for Macy’s, will retail for $79 and contain small, medium and large sizing trays and a teeth-whitening gel. After purchase, users register their kit at SmileDirectClub.com and will be overnighted an impression kit in their desired size to make molds that will be used to create the individual’s plan. A full SmileDirectClub regimen costs $1850 as a one-time payment or $80/month for 24 months as a subscription plan.
“We are so pleased to offer the new Smile Kit at Macy’s, bringing a fresh and unique category to our beauty floor,” Nata Dvir, Macy’s general manager of beauty, tells WWD. “Through our partnership with SmileDirectClub, we are able to give Macy’s customers another avenue toward achieving a holistic approach to beauty–and access to a better smile at an affordable price point.”
