ORDO Unveils Raft Of NPD In Teens And Young Adult’s Push
Oral care challenger brand ORDO is launching two new dentist-approved electric toothbrush ranges as part of a slew of NPD for September, targeting children, teens and young adults.
The first – Sonic Edge – is the brand’s most affordable electric toothbrush (RRP R399) and is described as being “small but powerful” and built to outperform all other products in its price range.
The compact, travel-friendly brush – which boasts sonic pulse technology and is available in seven trend-led colourways to add joy to the daily routine – has confirmed listings in Tesco, Morrisons, Boots, Argos and Superdrug.
The second sees the dental challenger brand partner with NBC Universal on a range of Wicked X ORDO toothbrushes inspired by the hit musical and film franchise, designed to bring some magic to the bathroom basin for teens, adults and kids aged 8 and up.
The range consists of themed versions of ORDO’s established Sonic Lite electric toothbrush model (RRP R799 and its new Sonic Edge design (RRP R399), each given the Wicked treatment with Glinda and Elphaba designs. The brand has confirmed listings in Tesco, Sainsbury’s, Argos, Morrisons, Boots, and Superdrug.
The Wicked X ORDO electric brushes are complemented by themed toothbrush toppers (RRP £7.99), modelled on Glinda’s shimmering tiara and Elphaba’s iconic hat – each acting as a hygienic travel cap with built-in antimicrobial protection.
Barty Walsh, founder of ORDO, said: “We’re thrilled to introduce two new ranges that represent a significant stride in our mission to disrupt the oral care category. Both the Sonic Edge and Wicked X ORDO collections are a direct response to a clear market need we identified: consumers are looking for innovative, affordable oral care products that are exciting and joyful to use.
“The Sonic Edge was specifically designed to appeal to students, teens and young adults buying their first electric toothbrush. Through extensive value engineering, this product offers incredible performance and quality at a price that disrupts the current category offering.
“Our Wicked partnership, meanwhile, isn’t just a collaboration; it’s a first-of-its-kind move in the oral care space. It’s about transforming an everyday routine into something genuinely joyful and enchanting for kids and adults alike, which we believe is vital to forming healthy oral hygiene habits.”
The ORDO Sonic Edge boasts a range of product benefits, including:
- Compact in size, big on performance
- 35,000 sonic pulses
- 6+ weeks battery life
- Convenient USB-C charging
- Seven bold colourways
RRP R399
The Wicked X ORDO range:
- Offers a Wicked blend of performance and portability
- Helps bring a little magic to your daily routine
- Sonic Edge: Popular Pink or Wicked Green designs
- Sonic Lite: Glinda Upland or Elphaba Thropp designs
- Toothbrush topper: Elphaba or Glinda designs
The Sonic Edge range is available from 4th September from the following retailers: ordolife.com, Superdrug and Morrisons, with phased launch dates across Tesco, Amazon, Argos, Boots and Superdrug.
The Wicked X ORDO range is launching on ordolife.com on 17th September, then will be available exclusively in Tesco from 30th September, followed by a phased roll-out into Sainsbury’s, Argos, Morrisons, Boots and Superdrug.
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