As Haleon, our mission is clear and compelling: to deliver better everyday health with humanity. At the heart of this mission is a deep commitment to understanding consumers—listening to their needs, anticipating their expectations, and creating solutions that genuinely improve their daily lives.
Sensodyne, the #1 dentist-recommended toothpaste and the leader in sensitivity care, has always been trusted by millions. But trust alone isn’t enough — we continuously innovate to educate and engage consumers in meaningful ways.
Our latest initiative, The 5th Sense activation, is a bold step forward in evolving the conversation around oral health.
How do you see innovative technologies shaping the future of oral health and consumer engagement in the Gulf and Near East?
The UAE stands out as one of our most dynamic and innovation-driven markets, where consumers are highly engaged in their wellbeing and eager to embrace new health experiences. Within this landscape, oral health holds particular significance as one of the most personal dimensions of overall wellbeing.
Innovative technologies like virtual reality and sensory immersion—seen in Sensodyne’s 5th Sense activation—allow us to reframe oral health in ways that are both relatable and impactful. By translating tooth sensitivity, a common yet misunderstood condition, into a multi-sensory experience, we’re not just educating consumers; we’re creating memorable interactions that drive awareness and behavior change.
From an investment and market perspective, where do you see untapped opportunities in consumer health in the region?
Nearly half of the population experiences tooth sensitivity, yet two-thirds don’t act on it. This gap represents a significant opportunity — not just for oral care, but for broader consumer health education and engagement.
There’s room to innovate in how we demystify everyday health issues and make solutions accessible and relatable. Investments in immersive technologies, personalized experiences, and consumer-first campaigns can unlock new growth areas and help address these overlooked needs.
The 5th Sense activation focuses on immersive, personalized experiences. How important is consumer-centric design in scaling innovative health solutions, and what lessons could startups and scaleups learn from this approach?
Consumer-centric design is non-negotiable. The success of 5th Sense lies in its ability to take a clinical issue — sensitivity — and translate it into a sensory journey that resonates emotionally.
Startups and scaleups can learn that innovation isn’t just about technology; it’s about empathy. Understanding consumer pain points and reframing them in ways that feel personal and engaging is what drives adoption and loyalty.
Did you partner with tech or creative startups for this activation, and how do such collaborations influence innovation and growth in the health sector?
Yes, collaborations were key. Bringing 5th Sense to life required expertise in VR, ASMR sound design, and multi-sensory technology — areas where creative and tech partners excel.
These partnerships accelerate innovation by combining deep consumer insights with cutting-edge capabilities. For the health sector, such collaborations open doors to fresh ideas and faster execution, ultimately benefiting consumers through more impactful solutions.
How does Haleon measure the success of innovative activations like Sensodyne 5th Sense, and what advice would you give the ecosystem and startups looking to demonstrate impact and ROI for new consumer experiences?
Success for us goes beyond footfall or engagement metrics — it’s about shifting perceptions and driving action. If consumers leave understanding that sensitivity is not “normal” but a treatable condition, we’ve achieved our goal.
For startups, my advice is to define success in terms of consumer behavior change, not just awareness. Demonstrating ROI means linking innovation to tangible outcomes — whether that’s increased adoption, improved health literacy, or measurable impact on wellbeing.
How does innovation in campaigns like 5th Sense support Haleon’s mission of better everyday health?
Our mission is to deliver better everyday health with humanity, and innovation is how we make that real. 5th Sense exemplifies this by taking a misunderstood issue and reframing it in a way that’s human, relatable, and actionable.
It’s about meeting consumers where they are — through experiences that resonate emotionally and practically – so they can make informed choices for their health.
