PROVO, Utah — Tongue cleaner manufacturer Orabrush has added Shekhar Mitra, former Procter & Gamble SVP global prestige and beauty and corporate innovation, to its board of directors.
Under his leadership, P&G saw the creation and development of a number of successful consumer products, such as Crest Whitestrips, Crest ProHealth, Aleve Analgesic, Prilosec, and Old Spice Clinical Strength, among others. To date, Mitra has been awarded more than 50 patents and was part of P&G’s Global Leadership Council as well as its Top New Business Innovation Team where he was charged with creating renewed innovation strategies and a pipeline of ideas for new business development.
“It is difficult to find a company whose team has the right combination of genuine passion and innovative ideas for the new digital world, but I feel like I definitely have found that with Orabrush,” Mitra said. “This team is poised to change the way that brands market and advertise online, and I am honored and excited to help them find new ways to build on the incredibly strong foundation they have already laid.”
Initially, difficulties in reaching its consumer base and selling its patented tongue cleaner through traditional marketing channels prompted Orabrush to develop its inventive “reverse marketing model,” which has helped the company cultivate an online fan base through the use of YouTube videos. After nearly three years, the company has amassed more than 48 million channel views and is ranked as the one of the top subscribed sponsor channels on YouTube — just behind brands like Apple and Old Spice. Orabrush has transformed its online support into worldwide distribution at more than 30,000 retail locations.
“Moving forward, I see Orabrush continuing to reinvent the way that brands reach and engage with consumers, and we are working to create an infrastructure that can support that growth and expansion of our model,” Orabursh CEO Jeff Davis said. “Shekar has made a name for himself as an innovation strategist and creative organization leader. He has a proven track record of enabling breakthrough category creating innovations. Our team will benefit greatly from his wealth of knowledge and breadth of experience, and we are all thrilled to have the opportunity to work with him.”