ve. Mint*d is designed to reduce anxiety – it’s fresh, friendly and lounge-like,” said Mint*d marketing manager Jess McKimm. “It’s a dental hygiene studio – with services that range from a 15-minute “Speedy Sparkle” to “The Full Mint*y”, which includes a dental check-up and clean. Pricing is upfront and transparent – minimising surprises. Check-in is simple and includes the customer’s choice of “sparkle” at the Mint*d bar.” Slogans like “You look Mint*d” and “Get a freshly Mint*d mouth” adorn the walls, appealing to the younger consumer, while bright and inviting lounge-like spaces invite visitors of all ages to chill.   At the complimentary bar, guests can relax before their dental appointment. The brand and retail concept, developed by VMLY&R, is reported to be an entirely new approach to dental. “There’s nothing quite like it anywhere in the world. It’s not starched and stuffy, it’s warm and welcoming. The idea is to give as many people as possible the opportunity for a freshly Mint*d smile in a friendly and accessible way,” VMLY&R CEO Jon Bird said. Mint*d is all about self-care and wellness. The Covid-19 pandemic has driven consumer interest in health and beauty products and services, with many retailers reporting increased sales. Market research company Technavio predicts the teeth-whitening market alone will grow by US$840.38 million between 2020 and 2024, driven by increased consumerism through digital and social media. Shopping centres are eager to capitalise on these health and beauty services by offering more options under the one roof, where consumers can also have easy access to parking.  This is not your typical dentist. The name Mint*d was selected from around 100 possible names and the branding is evident in every customer touch point.  “Right from the moment they enter the store, customers will know what Mint*d is all about – it’s a very fresh approach,” Bird added. This story appears in the August 5, 2020, issue of Inside Retail Weekly.