The Aesthete trend is about the desire for beauty and perfection. Brands tap into this desire by establishing themselves as the artistic, elegent or attractive choice. Not only in product design but in what the product will do for the customer. This is exemplified by Rembrandt Toothpaste. Rembrandt has taken a healthcare product for cleaning teeth and positioned it as a beauty product for making your mouth perfectly clean and white. Name and design taps into this desire as well as the product offering; beautiful and perfect teeth.

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