SmileDirectClub Marketing Claims

Aligners

“Half the cost of braces” / "Thousands less than braces"

• Based on Single Pay vs. average fees (including diagnostics and exams) for braces treatment, as reported in a national survey of orthodontists. Comparison does not include added costs, such as retainers, and is limited to mild-to-moderate teeth correction, as braces may treat additional issues.

“Half the cost of Invisalign” / "Thousands less than Invisalign"

• Based on Single Pay vs. average fees (including diagnostics and in-person exams) for Invisalign treatment, as reported in a national survey of dentists and orthodontists. Comparison does not include added costs, such as retainers, and is limited to mild-to-moderate teeth correction, as Invisalign may treat additional issues.

“3x markup of Invisalign”

• Based on the average cost of Invisalign aligners charged to the dentist or orthodontist by Align Technology, Inc., as compared to the average total fees (including diagnostics and in-person exams) charged to the consumer by the dentist or orthodontist for treatment of mild-to-moderate teeth correction with Invisalign, as reported in a 2021 national survey of practicing dentists and orthodontists.

“$5600 average cost of braces”

• Based on average total fees (including diagnostics and in-person exams) for treatment of mild-to-moderate teeth correction with braces as reported in a national survey of practicing orthodontists.

“$5200 average cost of Invisalign”

• Based on average total fees (including diagnostics and in-person exams) for treatment of mild-to-moderate teeth correction with Invisalign as reported in a 2021 national survey of practicing dentists and orthodontists.

“Straighten your teeth in as little as 4-6 months”

• Based on the number of Fulltime Aligner customer orders (approx. 82%) with treatment plans that are 4, 5, or 6 months.

"Start seeing results in as little as 60 days"

• Based on survey results with customers who were in treatment with Fulltime Aligners where 80% said they saw movement within the first 60 days.

“You could see results in as little as 30 days.”

• “As little as 30 days” claim is based on survey results with customers who were in treatment with SmileDirectClub Fulltime Aligners where 50% reported seeing movement in first 30 days.

"Typical Nighttime Aligners™ treatment takes 8-10 months with 10 hours of continuous nighttime wear"

• Based on the number of Nighttime Aligners™ customer orders (approx. 73%) with treatment plans that are 8, 9, or 10 months.

SmilePay™

"Less than $89/month"

• Based on SmilePay™. SmilePay is $89/month for 28 months with $250 deposit ($2742 total) for Care. APR varies. See smiledirectclub.com/pricing/apr-financing for financing details for your state.

"Less than $115/month"

• Based on SmilePay™. SmilePay is $115/month for 36 months at 13.269% APR with $500 deposit ($4640 total) for CarePlus.

"Less than $3/day"

• Based on SmilePay™ monthly payments divided by 30 days. SmilePay is $89/month for 28 months with $250 deposit ($2742 total) for Care. APR varies. See smiledirectclub.com/pricing/apr-financing for financing details for your state.

Lifetime Smile Guarantee™

"Guaranteed for life"

• Based on SmileDirectClub treatment being backed by our Lifetime Smile Guarantee™. Terms and conditions apply. See SmileDirectClub.com/guarantee for details.

Insurance - Care.

“Consumers save an average of 46% on their SmileDirectClub aligners with insurance.“

• Based on average SmileDirectClub Care customer with orthodontic insurance coverage.

Whitening

"Up to 9 shades whiter in 1 week"

• Based on average results after 1 week when used as directed. Results may vary. Based on internal study, data on file.

“Up to 5 shades whiter in just 3 days”

• Based on average results after 3 consecutive days when used as directed. Results may vary. Based on internal study, data on file.

 “Results that last up to 6 months”

• Based on one full week treatment when used as directed. Results may vary. Based on internal study, data on file.

“Starts whitening after just 1 use”

• Based on average results when used as directed. Based on internal study, data on file.

“Same enamel-safe whitening agent used by dentists, for a fraction of the cost”

• “Same enamel-safe whitening agent used by dentists” claim is based on a professional in-office treatment using hydrogen peroxide-based gel. Source on file.

• “For a fraction of the cost” claim is based on prices compared to a professional in-office dentist treatment, starting at $500 per session. Source on file.

“ProActivate™ whitening accelerator preps your teeth to increase brightness 50%”

• Based on whitening with ProActivate™ and bright on® as directed versus whitening with bright on alone. Based on internal study, data on file.

Toothbrush

“Cleans 50% better than a manual toothbrush”

• Based on a comparison to a standard round filament brush. Results from independent study, data on file.

Water Flosser

“Removes 99% of plaque between teeth and below the gumline”

• Based on an efficacy comparison against string floss after a single use. Results from independent study, data on file.

“50% more effective than string floss”

• Based on a comparison against string floss after 14 days where water flossing was found to be 50% more effective for improving gum health (reduction in gingival bleeding). Results from independent study, data on file.

“Space Saver Countertop Flosser water tank lasts 33% longer than the leading model for up to 120 seconds of flossing”

• Based on a comparison against Waterpik Ultra Water Flosser’s tank capacity of 90 seconds.

“Space Saver Countertop Flosser takes up 50% less space”

• Based on a comparison against Waterpik Ultra Water Flosser dimensions when fully assembled on a counter.

“Complete Clean Water Flosser water tank lasts 3x longer than the leading hand-held flosser”

• Based on a comparison against Waterpik WP-360 Cordless Water Flosser tank capacity of 30 seconds.

“Countertop Water Flosser water tank lasts 33% longer than the leading model for up to 120 seconds of flossing.”

• Lasts 33% longer” claim is based on a comparison against Waterpik Ultra Water Flosser’s tank capacity of 90 seconds.