Most people brush their teeth twice daily with a toothpaste and many of us even supply this with a mouthwash. Toothpastes and mouthrinses are sold world wide in foodstores, drugstores, chemists, healthstores and some are even sold in dental clinics.The variety of different dentifrices is enormous. Brand names like Colgate, Sensodyne and Solidox are familiar to most of us, but what about brand names such as Bioforce and Ayurdent...? What is it that makes the consumer choose what product he or she wants? Do they wonder about the ingredients added in dentifrices? Do they ask their dental hygienist or dentist for recommendations in order to choose the “right” product? Or is it the grand marketing campaigns from the producers that has the biggest influence?