Richard Baird takes on the supermarket aisle that design forgot. Oral care has spent decades selling efficacy, protection and professional reassurance — cavities, plaque and gum disease being nobody’s dream brief — so the category borrowed wholesale from healthcare and has been reluctant to hand the codes back. The result is cold whites, clinical grids and packaging sterile enough to double as anaesthetic. Baird looks at the work now trying to drill through it.
