LISTERINE® has launched Oral Care Counts, a multiyear education and advocacy initiative intended to increase awareness of the relationship between oral health and overall health and encourage preventive oral care practices.
Introduced in conjunction with World Smile Day, the initiative will bring together healthcare professionals, advocates, policymakers, community organizations, and consumers. It will emphasize daily preventive practices, including brushing with fluoride toothpaste, flossing, and, when appropriate, using an essential-oil mouthrinse.
The initiative comes amid continued concern about the global burden of oral disease. A systematic analysis published in The Lancet Public Health reported that cases of major oral conditions increased 3.07% between 2019 and 2023. These conditions included untreated dental caries, severe periodontitis, and total tooth loss.1
The World Health Organization’s Global Oral Health Action Plan calls for a 10% relative reduction in the combined prevalence of major oral diseases and conditions by 2030 compared with 2019 levels.2 Population growth and aging contribute to increasing case numbers, while inadequate fluoride exposure, diets high in sugar, and limited access to oral healthcare remain contributing factors in many communities.3
JoAnn Gurenlian, RDH, MS, PhD, AAFAAOM, FADHA said: “Oral health doesn’t exist in isolation: it’s an essential part of overall health and wellbeing. These alarming figures underline a health challenge whose consequences extend far beyond the mouth.
“Brushing twice daily with fluoride toothpaste and flossing are the foundations. For people who need additional support, adding an essential-oil mouthrinse can be a straightforward 30-second third step, completing the routine with clinically demonstrated benefits beyond brushing and flossing alone.4-6
Through Oral Care Counts, LISTERINE plans to provide education, professional resources, and community outreach focused on preventive oral health. Planned activities include webinars, training sessions, and chairside guides developed for the American Dental Hygienists’ Association, as well as educational programs for other healthcare professionals, including pharmacists.
The initiative also includes collaborations with Meijer and the National Community Pharmacists Association aimed at providing oral health education in rural communities. Partnerships with the National Rural Health Association and Young Minds Inspired will focus on preventive information, daily oral care practices, and access to care.
Evidence supporting the initiative includes research evaluating essential-oil-containing mouthrinses as adjuncts to mechanical plaque control. A 2015 meta-analysis reported additional reductions in plaque and gingivitis associated with essential-oil mouthrinse use,5 while a 6-month clinical study evaluated its adjunctive benefits among patients who regularly brushed and flossed.6
Oral Care Counts will be implemented in the United States and other markets, with an emphasis on prevention, affordability, and access.
“Through Oral Care Counts, we are bringing together practical education, professional support, and achievable daily habits to help more people take control of their oral health,” said Holly Turner, Global Vice President, LISTERINE® & BAND-AID®. “That includes helping people understand how brushing, flossing and, where appropriate, a clinically proven essential-oil mouthrinse can work together as a complete three-step routine. World Smile Day is the right moment to start the bigger conversation and show why caring for the mouth is an important part of caring for the whole person.”
To learn more about Oral Care Counts, visit Listerine.com/OralCareCounts
References
1. GBD 2023 Oral Disorders Collaborators. Global and regional progress towards reduced burden of oral conditions between 2019 and 2023: a systematic analysis for the Global Burden of Disease Study 2023. The Lancet Public Health. 2026;11(9e630–e641. doi:10.1016/S2468-2667(26)00143-X. https://pubmed.ncbi.nlm.nih.gov/42612648/
2. World Health Organization. Global strategy and action plan on oral health 2023–2030. Geneva: World Health Organization; 2024. https://www.who.int/publications/i/item/9789240090538
3. World Health Organization. Oral health. Fact sheet. Updated March 17, 2025. https://www.who.int/news-room/fact-sheets/detail/oral-health
4. Chapple ILC, Van der Weijden F, Doerfer C, Herrera D, Shapira L, Polak D, et al. Primary prevention of periodontitis: managing gingivitis. Journal of Clinical Periodontology. 2015;42(Suppl 16) :S71–S76. doi:10.1111/jcpe.12366.
5. Araujo MWB, Charles CA, Weinstein RB, McGuire JA, Parikh-Das AM, Du Q, et al. Meta-analysis of the effect of an essential oil-containing mouthrinse on gingivitis and plaque. Journal of the American Dental Association. 2015;146(8):610–622. doi:10.1016/j.adaj.2015.02.011.
6. Sharma N, Charles CH, Lynch MC, Qaqish J, McGuire JA, Galustians JG, et al. Adjunctive benefit of an essential oil-containing mouthrinse in reducing plaque and gingivitis in patients who brush and floss regularly: a six-month study. Journal of the American Dental Association. 2004;135(4):496–504. doi:10.14219/jada.archive.2004.0217.
