网红牙膏的“美白神话”，要破灭了？

Core Viewpoint - The article discusses the rise of the brand "Canban" in the toothpaste market, highlighting its impressive sales figures and the mixed consumer feedback regarding its effectiveness in teeth whitening [1][22]. Group 1: Sales Performance - Canban achieved sales of 2 billion in the past year, establishing itself as a notable brand in the highly competitive toothpaste market [1]. - The brand's market share and sales growth in the offline toothpaste market reached 184% and 291% year-on-year, respectively, making it the top performer in these categories [24]. Group 2: Consumer Feedback - Consumer experiences with Canban toothpaste are divided, with some users reporting noticeable whitening effects after a few days of use [3][6]. - Conversely, many users expressed dissatisfaction, claiming no visible results after extended use, with some even experiencing discomfort [10][14][16]. Group 3: Marketing and Positioning - Canban differentiates itself by positioning its products in the "oral skincare" niche, focusing on benefits like whitening and freshness, which resonates with younger consumers [24]. - The brand effectively utilizes live-streaming e-commerce and collaborations with celebrities and influencers to enhance brand visibility and drive sales [24]. Group 4: Regulatory and Transparency Issues - Concerns have been raised regarding the accuracy of Canban's marketing claims, particularly the "3-day whitening" promise, which some consumers feel is misleading [17][21]. - The brand's promotional materials include disclaimers about varying results, but these are often presented in a way that may be overlooked by consumers [18][19]. Group 5: Future Considerations - To maintain growth and consumer trust, Canban needs to improve transparency regarding product efficacy and provide clearer information about testing methods and results [26]. - The brand must prioritize genuine consumer experiences and product effectiveness over aggressive marketing tactics to transition from a "flashy brand" to a sustainable long-term player in the market [26].