Cynthia Erivo won’t warm up her vocal cords without a Listerine mouthwash rinse first. The 38-year-old award-winning actor and Broadway star has officially partnered with the oral hygiene company as the new face of its “Wash Your Mouth” campaign, a notable brand initiative aimed at supporting oral health.
“Oral care has always been an important part of my self care routine,” Erivo said via statement. “What I love about partnering with Listerine is that they are committed to making sure a basic daily routine is executed thoroughly. Brushing and flossing is important, and with the final touch of using Listerine Total Care Alcohol Free mouthwash, I know my mouth is super clean and that means I really am ready for anything.”
Launched earlier this year, the Wash Your Mouth campaign aims to make oral hygiene more approachable by reshaping the narrative around mouthwash. The idea is that mouthwash should be integrated into everyone’s daily hygiene routine just as full-body showers are. As part of this messaging, Listerine is dropping an exclusive Wash Your Mouth Kit, complete with Listerine’s Total Care Alcohol Free mouthwash, a specialized “swish cup,” a quip toothbrush, dental floss and more must-have oral health essentials. The kit will be available starting Aug. 4 until supplies last.
“Wash Your Mouth marks an exciting new era for Listerine — and by partnering with the iconic Cynthia Erivo, the brand is headed in a direction that is creatively bold, relevant and rooted in everyday wellness. As a longtime brand fan, Cynthia is helping us illustrate how healthy habits, like washing your mouth with Listerine, seamlessly fit into our daily routines,” said Kamran Shahzad, head of U.S. oral care at Kenvue, Listerine’s parent company.
Erivo isn’t the only “Wicked” star to front a Listerine campaign. Kristin Chenoweth teamed up with the brand over a decade ago as the voice of its “Your Mouth Has Something to Say” video that saw the brand raise awareness for children’s oral health and donate $100,000 to the nonprofit organization, America’s Toothfairy.
The gamut of oral hygiene, formerly thought of as only teeth cleaning and breath freshening, has recently undergone a massive rebranding, widening conversations on best practices beyond just semiannual visits to the dentist. Here, clean ingredient assurance, inflammation and the oral microbiome took center stage.
WWD previously reported on oral care’s focus shift on oral wellness as consumers’ priorities reflect a focus on holistic health. Experts spoke about the impact oral health has on the overall bodily function. “If you don’t have good oral health, you can have periodontal disease, cavities, premature tooth loss, and that can actually affect your ability to eat,” said Dr. Jaskaren Randhawa, dentist and founder of holistic dental wellness practice Sama. “Not having good nutrition and having inflammation in the mouth can affect a variety of autoimmune conditions and other comorbidities.”
In 2024, Mintel, a market intelligence report, predicted the oral health industry to reach $10.8 billion in U.S. sales by the end of the year.