TEETH WHITENING June 26,

TEETH WHITENING June 26, 2018 1

QUESTION PLAN # Type Question Options 1 Open Question 2 Rating Question When looking at the packaging of the White Glo Accelerator (pictured), what stands out to you the most? What does it appear to you that this product does? What did you learn from the packaging? Have you seen the White Glo Accelerator (pictured) in the supermarket? Please rate each of the following statements with respect to how much you agree with them. N/A 1. I believe Colgate don't specialise in teeth whitening. 2. White Glo is the leader in teeth whitening. 3. I know that Oral B cares for my teeth the most. 4. Pearl Drops is an inferior teeth whitener. 5. Celebrities use Hi Smile therefore it must be the best 2

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Question #1: When looking at the packaging of the White Glo Accelerator (pictured), what stands out to you the most? What does it appear to you that this product does? What did you learn from the packaging? Have you seen the White Glo Accelerator (pictured) in the supermarket? Type: Open Question Responses: 50 Response Gender Age State 8 shades whiter in 7 days...that was my key learning about the product and now I want to know how much it is The blue light stands out the most. The product appears to function as a faster way to whiten your teeth- by putting in the mouthguard-looking device and by following the relevant instructions. I learnt from the packaging that it uses some sort of light technology possibly as the accelerator and it works by putting the device in your mouth. The liquid in the bottle on the right seems to be used in the process before putting the device in your mouth. The packaging seems to promote the speed of whitening, immediately and in the long term. It seems like an efficient way to achieve the desired outcome of whiter teeth. I have never seen this product in the supermarket before.. Female 41 QLD Female 24 NSW What stands out? The new blue light technology, I've used White Glo previously without it and it worked pretty well, would love to see what this new addition does. The product whitens teeth. That you will receive visible results after 1 day and that it gives 8 shades whiter after 7. Male 27 QLD I have not, but will be looking for it. The words accelerator amd blue light technology stand out most. Its obviously a teeth whitening product Looks lile it uses high tech blue light to whiten. 8 shades in 1 week. I'd buy that Male 35 VIC I have not seen this in supermarkets as yet. All though I buy toothpaste etc in bulk and infrequently The blue light stands out the most when looking at the image. I assume that the product, when worn, whitens your teeth using the blue light. I learned that the product can make your teeth up to 8 shades lighter within only 7 days, and that you ll start to see results from day 1. I have never seen this product before. The mouth guard stands out the most. The product to me shows that when using this item it will whitten your teeth by using the miuth guard. I do t believe that i have seen this product in a supermarket. Female 43 TAS Female 46 NSW 4

Response Gender Age State The words white and accelerator stand out the most. This product is for teeth whitening. It s the little machine that goes in your mouth on your teeth, like a UV light to whiten them. The box has taught me that I ll have whiter teeth in 7 days. Female 36 QLD And no, I haven t seen this in the supermarkets yet. I saying that, I haven t been actively looking either. The 'comfort fit' mouthguard stands out the most. It's a teeth whitening device Male 48 NSW Haven't seen it in supermarket, as I'm not in the market. I haven't seen this product before but the mouthpiece itself stands out the most. Then the crisp white and silver packaging which makes me thinking of teeth whitening. Its clear that this product is for teeth whitening. The packing impresses me with the blue lighting capability of the mouth piece and also that I can whiten my teeth a lot (8 shades) in jist 7 days, which I feel is very fast. I have never seen this product at a super market before or a chemist or anywhere. The packing is great but I wouldn t just buy it coz it looks good I need it to be sold to me, why I need it how long it lasts for and how much better and price competitive it is to other brands maybe some before and after me of real people that have actually used that product not robot actors. The thing that stands out to me most with the packaging is the 'ACCELERATOR' wording in the blue colour. It appears that this product whitens teeth quite quickly. I think the packaging is great and would stand out on shelves in a supermarket. I have not yet seen the White Glo Accelerator in the supermarket. 8 times whiter in 7 days stands out the most it appears that this product makes your teeth whiter I learnt its blue light technology from dentist and it will make your teeth 7 days whiter No haven't seen it in the supermarket What stands out are a few things. The pink colour draws my eye so I read about what the product does. Also the mouth guard is interesting as you often don t get to see inside these packages. It looks like you put the mouth guard in and use the applicator to help you get whiter teeth. I learnt it can take 7 days you can get up to 8 shades whiter teeth. No can t recall seeing it Female 34 VIC Male 38 VIC Male 32 VIC Male 32 VIC Female 34 SA Immediately, the pink and blue texts on the box stand out to me and catch my eye. Upon reading what the text does, I'm intrigued by the lighted mouth guard, as that is very popular over social media at the minute. The packaging teaches me that I can now access dentist quality technology that is up with the fads of the time at home, and have it accessible to me when I go do my grocery shopping, rather than having to buy online from an overseas retailer. I know that this product is approved for use within Australia, the other options on the market - I am not so sure. Female 24 NSW I believe I have, although only very recently The up to 8 shades whiter stands out most to me. I believe i have seen the product at a coles supermarket recently. i learnt that it claims to whiten your teeth 8 shades whiter in 7 days The product looks like a teeth whitening with a light activator. I haven't seen it in my local supermarket Male 43 NSW Female 26 QLD 5

Response Gender Age State The popping colours of the writing draws your attention to the box and gets you interested into looking at the box and seeing what it is. It appears that this product whitens your teeth. From the box you learn that you can get ur teeth up to 8 shades whiter. No I haven't seen this at the supermarket as of yet I haven't seen White Glow Accelerator before. The packaging does stand out but from first glance, it is nor clear exactly what it is. I would suggested while pushing a trolly past items in the supermarket you would have max of seconds to grab attention. Female 34 VIC Male 48 QLD The teel blue colour and the pink. It looks like it is marketed towards women. It appears the product whitens your teeth. It only takes 7 days to get 8 shades whiter. Male 26 NSW No I haven't seen it in the supermarket. I don't really buy products down the aisle that it would be in. I like the shape of the the of the mouth guard. It looks like it would be easy to hold and use. I like the fact that it says it does the job in 7 days. What stands out is the mouth piece. It looks like a product to whiten teeth. Doesn't look too appealing. The liquid container reminds me of Hair dye, it makes me feel like I am dying my hair rather than cleaning/whitening them. Female 37 NSW Male 29 VIC 1) the packaging reminds me a Gillet which is a major shaving brand. That in itself catches my eye which would therefor encourge me to look at it. - packaging is good. 2)a teeth whitener excelerant - product gives you whiter teeth within 7 days. 3) product gives you up to 8 shades of whiter teeth - blue light technology? - haven t heard of it. Male 24 QLD 4) haven t seen the product in the supermarket - will most likely keep an eye out on it in the future. If it s within a AUD $30 id see myself easily buying one What stands out the most is that it claims my teeth can be 8 shades whiter in 7 days. That it isn't just a toothpaste, it has some mouthguard like device. Female 35 VIC I have not seen it anywhere in the supermarkets. I have not seen this product before, but from the packaging and product shots it appears to be a tooth whitening treatment that is applied via a tray. There may be some kind of electronic component such as an ultraviolet light to accelerate the process, or there may not. It's difficult to tell. The word WHITE stands out to me most on the packaging. The product seems like a teeth whitener. The packaging tells me this product will make my teeth up to 8shades whiter in just 7 days by utilising the blue light technology and whatever is in the bottle it comes with. I have not seen the product in the supermarkets. What stands out is the mouth guard thingie, very futuristic. It looks like it is all about whitening in a very short time frame. The packaging informed me of the time frame and ease of application. I have not seen this particular product but have seen and bought WhiteGlo before. Male 35 VIC Female 27 QLD Female 28 WA No I haven't seen it at the supermarket. It appears to whiten your teeth with a mouthguard. Female 36 VIC 6

Response Gender Age State White glow accelerator is to whiten your teaeth. The package shows me that you can get teeth 8 shades whiter in 7 days. that's what stood out to me the most. I don't remember seeing it in a supermarket yet.. but I may have just not seen it. I will look out for it next time I walk down the health aisle in my supermarket!! Female 49 SA The part of the packaging that stands out most to me is the heading due to the thickness of text, different colours and 'starburst' background. Whitens teeth quickly. The product works quickly and has a significant result Male 37 QLD I haven't seen this product in the stores The words white accelerator stand out the most. It implies teeth whitening. The product does look like it is a teeth whitening product, however does not imply that it requires the additional blue light to help it. The packaging lets me know that it uses blue light technology (versus plain tooth paste) to whiten teeth. Male 33 NSW I have not seen the product in the supermarket. What stands out to me the most is the visual part of the packaging where you can see the product inside. What helps draw my eye towards this is the blue starburst just above it as well. Seeing the mouthpiece and the name I would presume it does teeth whitening. The light colour of the design and packaging also reflects these thoughts. The packaging is clean and crisp which makes me think the product would be the same. I can t be 100% sure about seeing this product before on the supermarket, but only because I haven t been actively looking for it. Male 36 QLD The pink strip stands out the most. It appears the products whitens teeth I learnt that it claims to whiten by 8 shades in 7 days Male 43 NSW No, I haven't seen it. I haven't seen this particular product at the supermarket but have seen similiar products through online sponsorship the hismile, so I already know the product is for whitening teeth the bright purple mouthpiece stands out. I believe this is a teeth whitening product. I learn that with this product your teeth will be whiter in 7 days. I have not seen this product at the supermarket Male 25 QLD Female 48 VIC 1. What stands out to me the most is the little blue light cool-looking gadget. 2. It appears that this product will speedily and magically whiten my teeth via blue light technology, which kind of sounds advanced and futuristic. 3. From reading the packaging, I have learned that this product will whiten my teeth 8 shades lighter in 7 days. It also uses DENTIST blue light technology. The word dentist somehow rouses a level of trust in me. I wonder what the bottle to the right is for though. Female 28 VIC 4. Unfortunately, I have not seen the White Glo Accelerator in any Woolworths or Coles supermarkets thus far. 7

Response Gender Age State It appears to make your teeth Whiter, that you have to wear a mouthguard No I have not seen this in the supermarket Your teeth will be 8 shades lighter in 7 days. Uses dentist blue light technology No I haven t seen this product Male 40 VIC Female 46 TAS What stands out most is the mouthguard device. It is very clear it is some sort of whitening treatment package. I have not seen this product anywhere..and i'm always at woolworths \ coles and chemist warehouse. the mention of blue light whiten teeth dentists use blue light no Male 34 VIC Female 36 SA The packing shows you the product is a home teeth whitening kit that offers results in 7 days. Male 43 NSW The shiny woridng "white" and "7 days" is what i was drawn to first. From the look of the product i can tell it is a mouth guard and seeing the words white would make me believe it is a teeth whitener. I learnt that i can get my teeth to be upto 8 shades whiter in 7 days by using blue light technology. I have not seen this product in supermarkets yet. The word accelerator stands out then you see the tooth plate with the blue glow and immediately realise that it is for speedy teeth whitening. No I have not seen thus on the supermarket as yet. The mouth guard stands out.. it appears to make your teeth whiter and brighter.. you can go 8 shades whiter. I haven't tried it but want to The applicator stands out the most. Have not seen the mouth guard piece before. Appears that the product goes inside the mouth guard and you keep it in place for a while. Should work faster than other whiteners. 8 shades whiter in a week. I have not seen this before. Accelerator and the pink part stands out the most, but I can t read the pink part unless up close. Appears to be a product that promises white teeth in a week. Learnt the same as above. I think I have seen it at Coles. Female 31 WA Male 47 WA Female 26 NSW Female 33 NSW Female 24 QLD I don't find these products appealing at all as I value character over appearance Female 45 VIC What stands out with the packaging is the mouth piece. this product appears to Whitten teeth.from the packaging I learnt that this product whittens teeth efficient and effective.i have not seen the white glow excelirater advertised in the shop. I have not seen this item in store. The packaging is quite exciting, and is enticing to select if I was in the market for it Male 40 VIC Male 34 NSW 8

Response Gender Age State When I look at the packaging, it stands, it's a household device where I sit alone (as the device is quite big for the lightning technology) and put that in my mouth for a couple of minutes. I hope it worth it. By the look of it, the combination of gel and blue light will may accelerate the whitening process, but I hope there is no heat source because of the lightning. From the packing I get to know that blue light does help whitening teeth even with that small device, because the dentists use that UV light machine for whiting process. Yes, I've seen it in the market, but haven't owned it yet, May but it in future. Male 30 NSW It appears to me that its a whitening product using a gel and trays with a blue light to accelerate the whitening process. I think this is pretty standard. The packaging explains this. It also explains what key product is used and that dentists apparently use the same technology. Male 37 VIC The packaging is shiny evoking shiny teeth. 9

Question #2: Please rate each of the following statements with respect to how much you agree with them. Type: Rating Question Responses: 50 Average Rating Chart 5 4.5 4 3.5 3 2.5 2 1.5 I believe Colgate don't specialise in teeth whitening. White Glo is the leader in teeth whitening. I know that Oral B cares for my teeth the most. Pearl Drops is an inferior teeth whitener. Celebrities use Hi Smile therefore it must be the best 1 0.5 0 Totals Rating A. I believe Colgate don't specialise in teeth whitening. B. White Glo is the leader in teeth whitening. C. I know that Oral B cares for my teeth the most. D. Pearl Drops is an inferior teeth whitener. E. Celebrities use Hi Smile therefore it must be the best 1 9 5 2 7 14 2 16 7 6 10 11 3 13 26 17 24 16 4 7 9 20 5 6 5 5 3 5 4 3 10

Results Chart 30 20 1 - Strongly Disagree 2 3 4 5 - Strongly Agree 10 0 A B C D E 11

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