How Distributors Should Explain Fulgent Clearly

A distributor does more than move products from one market to another.

In oral care, distributors, sales representatives, pharmacists and commercial partners often become part of the information chain between a brand and the person who eventually uses its products.

That creates an important responsibility.

When someone asks:

"What makes Fulgent different"

the strongest answer is not the one with the most claims.

It is the one that helps the listener understand the brand, the portfolio and the appropriate role of each product clearly.

For Fulgent, responsible selling therefore begins with a simple principle:

Explain first. Recommend second.

This is consistent with Fulgent's Product Messaging Guide, which defines sales materials as tools that should help professionals recommend an appropriate product with confidence rather than amplify promotional claims.

Do not begin with "Why Fulgent is better"

A common sales approach begins with superiority.

Why is this product better

Why should the retailer stock it

Why should the consumer switch

For Fulgent, this is the wrong starting point.

The brand is not designed to compete through unsupported statements such as:

"The best toothpaste."

"Superior protection."

"More effective than other brands."

"The most advanced formula."

Fulgent's Claim & Evidence Framework classifies superiority claims as very high risk unless they are supported by appropriate independent comparative evidence, statistical support and regulatory acceptability.

Instead, begin with what Fulgent is trying to make easier:

understanding everyday oral care and choosing products according to need.

This reflects the underlying strategic direction of the brand: Fulgent should compete through scientific credibility, clear education, thoughtful design and a coherent consumer experience rather than joining the established market competition around increasingly strong product claims.

Explain the portfolio as a system

One of the easiest mistakes a distributor can make is presenting every Fulgent SKU independently.

Multicare has these benefits.

Sensitive has these benefits.

Whitening has these benefits.

Gum Care has these benefits.

Mouthwash has another list.

The result is a catalogue.

Not a system.

Fulgent's Product Messaging Guide establishes a different approach: products should support one another rather than compete for the same role, and consumers should build routines—not collections.

That means the portfolio should be explained by consumer need.

Multicare

Start here when the consumer is looking for dependable everyday oral hygiene without a specific specialized concern.

Do not present Multicare as the product that solves every oral-health problem.

Its strength within the portfolio is precisely that it provides the foundation for everyday care.

Sensitive

Introduce Sensitive when tooth sensitivity is the consumer's primary concern.

Appropriate language should focus on the fact that it is formulated for sensitive teeth and designed for regular sensitivity care.

Avoid language such as:

"Cures sensitivity."

"Responds to sensitivity permanently."

"Instant pain relief."

Fulgent specifically prohibits therapeutic and guaranteed-outcome language unless the applicable evidence and regulatory status support it.

Persistent sensitivity or pain should be referred for professional dental assessment rather than converted into a sales opportunity.

Whitening

Whitening should be explained through everyday surface-stain management.

That distinction is essential.

Fulgent's approved communication supports language around helping remove surface stains and maintaining natural tooth brightness. It specifically rejects claims such as "professional whitening" or "bleaches teeth."

So the sales explanation is not:

"This will dramatically whiten your teeth."

It is closer to:

"This option is designed for consumers whose daily-care priority includes managing everyday surface stains."

The difference is not weaker selling.

It is more accurate selling.

Gum Care

Gum Care belongs to the part of the portfolio focused on supporting gum health through daily oral hygiene.

It should never be presented as a treatment for periodontal disease.

Fulgent's framework specifically rejects statements such as "supports gums" and "supports care for gum disease" and instead permits language such as "supports healthy gums."

This is especially important for pharmacists and retail staff because visible or persistent gum symptoms may require professional assessment.

Kids

Kids should not simply be explained as toothpaste with child-friendly packaging.

Within Fulgent, the category has a strategic role around age-appropriate daily oral care and habit formation.

The approved messaging framework emphasizes parental supervision, positive brushing experiences and the development of consistent habits while explicitly rejecting fear-based communication toward children or parents.

That gives distributors a more meaningful story than flavour or character design alone.

Explain mouthwash as complementary care

Mouthwash presents another common communication risk.

It should not be sold as a replacement for brushing.

The approved Fulgent response is unambiguous:

"Mouthwash is designed to complement brushing, not replace it."

This should remain consistent whether the distributor is explaining a large home-use bottle, a smaller portable bottle or an on-the-go sachet.

Different formats can address different usage occasions.

They do not need artificially different health claims to justify their existence.

This is particularly useful commercially because it allows the portfolio to be explained through context:

home routine,

smaller everyday format,

travel or portable use,

single-use on-the-go access.

The format changes convenience.

It should not automatically change the scientific story.

Use ingredients to explain—not to impress

Another common sales habit is ingredient stacking:

"Contains fluoride, CPC, zinc, xylitol…"

A list of scientific-sounding ingredients may sound persuasive, but it does not necessarily help the buyer understand the product.

Fulgent uses the opposite principle:

Explain the consumer benefit before mentioning the ingredient name.

For example, rather than beginning with:

"Contains sodium fluoride,"

explain the relevant oral-care function in approved language and then identify the ingredient.

The same discipline applies to CPC, zinc compounds or any other formulation component.

Most importantly, distributors should never turn evidence about an ingredient into a stronger claim about the finished Fulgent product unless that finished-product claim has been approved.

An ingredient being studied for a particular function does not automatically make every product containing it clinically proven for that outcome.

Learn the difference between approved, restricted and prohibited claims

For a distributor, this may be the most operationally important part of Fulgent communication.

There are statements that can be used within approved product contexts, statements requiring additional scientific/regulatory review, and statements that should not be used.

Examples of approved Fulgent language include:

Designed to support…

Helps maintain…

Supports…

Suitable for daily use.

Alcohol-free formula.

Helps maintain fresh breath.

Supports healthy gums.

Helps remove surface stains.

Formulated for sensitive teeth.

Complements regular brushing.

By contrast, expressions including clinically tested, clinically proven, antibacterial protection, reduces plaque, reduces tartar or helps reduce sensitivity require scientific and regulatory review and product-specific support before use.

And Fulgent's prohibited/high-risk territory includes statements such as:

Guaranteed. Permanent. Miracle. Instant cure. Best toothpaste. Number one. 100% effective. Treats gum disease. Cures sensitivity. Professional whitening at home.

For distributors, the rule is simple:

Do not strengthen approved wording during a sales conversation.

"Supports" should not spontaneously become "supports care for."

"Helps" should not become "supports."

"Designed for" should not become "clinically proven."

Small verbal changes can create large regulatory and reputational differences.

Never invent professional endorsement

In healthcare-related categories, professional authority is persuasive.

That is precisely why it must not be invented.

Expressions such as:

"Dentist recommended."

"Dentist approved."

"Clinically proven."

"Medical grade."

should never be introduced by a distributor merely because they make the product easier to sell.

Fulgent's evidence framework specifically identifies this type of scientific or professional language as requiring substantiation and appropriate review.

The distributor's responsibility is not to create stronger claims.

It is to communicate the claims that have already been approved.

What should you do when a buyer asks a question you cannot answer

Say that you will verify it.

That is preferable to improvising.

For example, if a buyer asks:

"By exactly what percentage does this reduce plaque"

and that quantified claim is not present in the approved sales material, do not estimate.

If someone asks:

"Is this clinically proven"

do not assume that laboratory testing, ingredient literature or regulatory documentation makes that statement permissible.

If a pharmacist asks:

"Can this treat gingivitis"

do not translate general evidence about an ingredient into a therapeutic product claim.

Fulgent's governance system requires therapeutic language, quantified efficacy, professional endorsements and other claims likely to influence healthcare decisions to undergo scientific, regulatory and legal review.

"I will confirm the approved information for you" is therefore not a weak sales response.

It is evidence of a controlled brand.

Different audiences need different explanations

The same product may need to be discussed differently with a retailer, pharmacist, importer or consumer.

But the facts must not change.

A retailer may need to understand category architecture, price positioning, pack sizes and shelf navigation.

A pharmacist may need clearer product-selection logic and claim boundaries.

An importer may require regulatory, manufacturing and market-entry documentation.

A consumer needs straightforward guidance about which product corresponds to their everyday oral-care need.

The level of detail changes.

The approved evidence does not.

This distinction is central to Fulgent's governance framework: communication should be audience-appropriate while remaining scientifically accurate, evidence-based, truthful and consistent across markets and channels.

A simple Fulgent conversation

A useful distributor conversation can therefore follow four steps:

1. Understand the need. What is the consumer or market actually looking for

2. Identify the appropriate category. Everyday care, sensitivity, gum care, surface-stain management, children's care, complementary mouthwash or portable care

3. Explain the product using approved language. Describe its purpose without adding therapeutic, superiority or guaranteed-outcome claims.

4. Know when to respond to selling and refer. Persistent symptoms and questions requiring diagnosis belong with qualified dental professionals.

This is a much more sustainable commercial model than memorizing increasingly long benefit lists.

Clear communication is part of product quality

Distributors often think of product quality in physical terms:

formulation,

packaging,

manufacturing,

documentation.

But for the person buying or recommending the product, information quality is part of the experience too.

A well-formulated product explained inaccurately can still damage trust.

A coherent portfolio explained as a collection of competing SKUs can still create confusion.

And an evidence-based brand represented through exaggerated claims can quickly lose the credibility its evidence was meant to create.

Fulgent therefore places communication discipline inside the product system itself.

External partners may adapt communication to their audience, but Fulgent's governance framework does not permit external parties to create new scientific or product claims.

Sell clarity before claims

The commercial objective is not to make Fulgent sound like it does everything.

It is to make Fulgent easy to understand and appropriate to recommend.

When distributors understand the architecture, they no longer need to oversell individual products.

They can explain:

what each category is for,

how products relate to one another,

which language is supported,

where the limits of a claim are,

and when professional guidance should take priority over product recommendation.

That is responsible selling.

And for a brand built around clarity and long-term trust, it is also better brand building.

Important note

This guide provides general communication principles for Fulgent commercial partners. Product claims, regulatory classifications, approved wording and permissible sales communication may differ by product and market. Distributors, importers, agencies and sales teams should use the current market-specific approved materials and should not independently create or strengthen scientific, therapeutic or performance claims.

Frequently Asked Questions

Can a distributor adapt Fulgent's product descriptions for the local market Language and presentation may need localization, but the scientific meaning and approved claim strength should remain unchanged. Fulgent's governance framework permits external agencies to adapt communication style but not to create new scientific or product claims.

Can we describe Fulgent as "clinically proven" Not automatically. "Clinically proven" is specifically identified as high-risk language and requires adequate substantiation and appropriate scientific/regulatory review.

How should we explain the difference between Fulgent toothpastes Begin with the consumer's primary need. Multicare provides the everyday foundation; other categories address defined needs such as sensitivity, everyday surface-stain management, gum care or children's daily care. Products should complement rather than compete with one another.

Can we say Fulgent mouthwash replaces brushing when consumers are travelling No. The approved Fulgent position is that mouthwash complements regular brushing; it does not replace it.

What should a sales representative do when asked for clinical data that is not in the approved material Do not improvise or extrapolate from ingredient information. Request the approved evidence or refer the question through the appropriate scientific/regulatory channel. Fulgent requires stronger claim categories, including quantified efficacy and professional endorsement, to undergo formal review.

What is the most important rule for explaining Fulgent Do not try to make the product sound stronger than the evidence allows. Fulgent's Claim & Evidence Framework states the principle directly: communication confidence should never exceed evidence, and protecting credibility is more valuable than making stronger claims.

Responsible Use Note

Distributor language should be practical, clear, and compliant; claims must stay within product documentation.