Y-Brush: Disrupting the UK Health-Tech Market

Sector: Tech

The Brief

Y-Brush, a French-born innovator in dental technology, entered the UK market with a bold claim: the world’s fastest toothbrush. I was appointed to lead the official UK launch, with a primary objective to convert "disruptive novelty" into "household necessity." The goal was to build rapid-fire brand awareness and secure the critical technical endorsements needed to drive sales in a highly competitive personal care market.

The Strategy

When a product claims to change a lifelong habit (like brushing your teeth) in 10 seconds, the first hurdle is skepticism. My strategy was built on Total Transparency and Hands-On Testing.

I bypassed the mass-email approach and instead curated a series of 1-1 Media Briefings with the UK’s most influential tech and health editors. By putting the product in their hands and explaining the sonic vibration technology face-to-face, we secured deep-dive, high-quality reviews rather than just "gadget" mentions. We launched a robust product review program that targeted the "Trust-Makers"—publications that consumers look to before making a purchase decision.

Services Delivered

  • UK Market Entry & GTM (Go-To-Market) Strategy

  • Tier-1 Media Relations & 1-1 Editorial Briefings

  • Tech Product Review Management

  • Brand Storytelling & Narrative Development

  • Strategic Consumer Health-Tech Positioning

  • Multi-Channel Media Launch Coordination

The Result

The launch successfully established Y-Brush as the definitive leader in high-speed dental tech, resulting in a clean sweep of the UK’s most influential media outlets.

  • Secured an essential endorsement from Which?, the gold standard for consumer trust in the UK.

  • Landed high-visibility technical features in WIRED and T3, positioning the product as a "must-have" for early adopters.

  • Achieved widespread national visibility through BBC Radio and Mail Online, driving significant traffic to the brand’s UK storefront.

  • Successfully moved the product from a niche tech innovation to a mainstream lifestyle essential, establishing a strong foundation for long-term UK growth.

The results.