Episode 120: Change Everyday Habits for Good & Disrupting Oral Care with Authenticity - with Dr Simon Chard, Co-Founder of PARLA Oral Care
In this episode of Can Marketing Save the Planet, we are joined by Dr. Simon Chard, cosmetic dentist and co-founder of PARLA Oral Care. PARLA is a B Corp certified challenger brand on a mission to give people toothpaste that is better for them, whilst ridding the industry of single-use plastic.
Simon, a high-profile dentist, was being used by one of the world's biggest toothpaste brands in their TV adverts, at the same time, he was watching programmes such as Blue Planet, and becoming acutely aware of the plastic crisis, he’s also just become a father.
“Every tube of toothpaste you've ever used still exists somewhere on the planet," he says. With 20 billion plastic toothpaste tubes ending up in landfill or ocean each year, (yes read that again! 20 billion!), Simon and his fellow co-founders, also leading dentists, felt a responsibility to act, and PARLA was born.
Launched in 2020, the solution is twofold: first, toothpaste tablets in 100% plastic-free packaging, and later, infinitely recyclable aluminium tubes. PARLA rejected the "recyclable plastic" route taken by big multinationals. "It's greenwashing. It's better than non-recyclable, but it's not a solution," Simon explains.
PARLA’s other differentiator is its "smarter science", ingredient decks built on peer-reviewed research, formulated by dentists who understand what the mouth actually needs, “It's got everything in it that you need and nothing that you don't," says Simon.
Simon shares the brand's journey which has been one of constant learning, from Dragon's Den to securing listings in major retailers, to winning the Sky Zero Footprint Fund. It’s been a journey which has led Simon and the team t PARLA to learn a lot about the importance of messaging. "We've changed our language to be much more focused on what's in it for the consumer, with a secondary message of being plastic-free. If I try to give my kids a broccoli smoothie, they'll say no. But if I mask it with something they're interested in, they still get the vegetables."
For Simon, authenticity is everything, PARLA is building a tribe of dental professionals who recommend their products. Authentic advocates in this category is critical, as 30-40% of purchasing decisions are influenced by dental advice.
Tune in as we talk to Simon about:
· The moment of realisation that led three dentists to take on the oral care giants.
· Why "recyclable plastic" isn't the solution.
· The science behind smarter oral care, and the ingredients that actually matter.
· The challenge of balancing sustainability messaging with consumer desire.
· Why,"what's in it for me?" comes first.
· Building authentic advocacy through the dental profession.
· The power of professional partnerships and recommendations.
For more information and to learn more about the back story and the products visit PARLA’s website.
And to connect with Dr Simon Chard - his LinkedIn Profile is here.
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