AAO Breaks New Ground to Attract Adults

Posted on May 3, 2016

St. Louis – May 3, 2016— A great smile never goes out of style. That’s why the American Association of Orthodontists (AAO) is heading to New York’s Fashion Week this September to throw its first-ever pop-up fashion event, “Your Smile is Your Best Fashion Accessory.”

 “We’ve seen a stunning increase over the past decade in the number of adults who are seeking orthodontic treatment,” says DeWayne B. McCamish, DDS, MS, president of the AAO.  “We created this concept to connect with potential patients in an entirely new way. This one-of-a-kind, interactive event will encourage attendees and the online fashion community to discover the life-changing power of a healthy, beautiful smile, and that it can be achieved, regardless of age, by working with an orthodontist.  We’ve designed this event to reach a national audience from a top-tier venue in the heart of Manhattan. Our guests’ exploration of the latest fashion, beauty tips and health information during the event will be shared by top fashion bloggers nationally in real-time.”

“Your Smile is Your Best Fashion Accessory” will be held from 4 p.m. to 8 p.m. on Wednesday, September 7, 2016, at the Shops at Columbus Circle at Time Warner Center in New York. The event, which falls on the eve of New York’s Fashion Week, is free and open to the public and pre-registration is recommended. Light refreshments will be served.

Presenting sponsor Align Technology, Inc., manufacturers of Invisalign? clear aligners, will offer free computer imaging sessions to give participants a glimpse of their post-treatment smile. “We are very excited to be working with the AAO to bring greater awareness of orthodontic treatment and its benefits to prospective patients,” said Raphael Pascaud, Align’s Chief Marketing Officer.  “Invisalign patients and their doctors tell us all the time that having a healthy, beautiful smile is a confidence booster and a great investment in themselves that lasts a lifetime. We believe these messages will resonate with the fashion-forward consumers who attend NYFW and who follow Fashion Week activities online, all around the world.”

To broaden the event’s reach and amplify messaging, the AAO is partnering with InStyle magazine, one of the most popular fashion magazines in the world. In addition to a robust digital, print and social media campaign, the AAO is engaging InStyle’s celebrity style trend expert, Tai Beauchamp, to give style tips and ‘do’s and don’ts’ throughout the evening. Conversely, key fashion influencers will be in attendance interacting with their social media followers.

Retailers from the Center will also participate, showcasing the latest trends in fashion and accessories.

“We can all agree that a healthy, beautiful smile is timeless fashion accessory,” says Dr. McCamish. “We want to help our guests visualize how achieving a healthy, beautiful smile can be life changing. We hope this event inspires our guests to discover how orthodontists can help achieve the confidence and poise that comes with a gorgeous smile.”

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