As a globally recognized leader in the oral care industry and a strong presence in the mobility and living spaces sectors, Sunstar has carved a niche for itself by delivering research-based products and services across 100 countries for over 90 years.
With a portfolio that spans from the renowned GUM and BUTLER brands to a wide array of preventive and therapeutic solutions, Sunstar’s influence transcends geographical boundaries, making it a pivotal player in enhancing global health and well-being.
At the helm of Sunstar’s Oral Health ventures in EMEA is Marco Bruscaini, a purpose-driven leader who placed the European business onto a solid double-digit growth trajectory since he took over the EMEA reins in 2020. With a storied career that spans over two decades within Sunstar, he possesses a deep understanding of the industry’s nuances and a commitment to the company’s mission of improving health and enhancing the quality of life for people everywhere.
Leadership, Vision, and Sunstar’s Mission
Within Europe, Sunstar’s focus is primarily on consumer oral healthcare products, particularly under the GUM brand. But that European journey started 24 years ago, along with Bruscaini’s journey at Sunstar.
His career trajectory from a marketing manager in the Italian subsidiary to the Managing Director of EMEA is a narrative of growth, both personal and corporate. “I joined Sunstar when the company decided to grow in Europe during a crucial expansion phase between 1999 and 2020,” Bruscaini recounts.
“During that period, Sunstar decided to establish its consumer business global headquarters in Switzerland and an engineering business in Singapore in an effort to accelerate globalization.”
Sunstar has not only expanded geographically but has also deepened its impact on the oral care, health, and mobility industries. Sunstar’s mission, as Bruscaini articulates, is “to help people everywhere achieve better health and enhance their quality of life.” This vision, established by Sunstar’s chairman Hiroo Kaneda in 1962, has been the driving force behind the company’s innovations and research endeavours. Bruscaini’s leadership echoes this commitment, as he leads initiatives that prioritise consumer well-being and technological advancement in oral care.
“We are the first company that recognized the relationship between gum health and the health of the body,” Bruscaini notes, highlighting the company’s pioneering role in linking oral health with systemic conditions such as heart diseases and diabetes.
This perspective is not just theoretical but is backed by substantial investment in research and collaboration with professionals and scientists worldwide. “For more than 30 years, Sunstar has been promoting and supporting research into diabetes,” he adds, sharing a personal connection to the cause rooted in the company’s history and the founder’s own battle with the disease.
The Business of Sunstar: A Commitment to Care
Much like the genuine care Sunstar has for consumer’s oral health, the heart of Sunstar’s operations are also marked by a commitment to their products and customers across every segment of the market.
“Oral care professionals [OCPs] play a pivotal role in Sunstar’s business strategy, serving as both influencers and direct consumers of the products, and relationships with OCPs is foundational,” Bruscaini notes. “Being present in stores is important, but our partnerships with dentists and dental hygienists underscore the company’s commitment to ensuring that our products meet the highest standards of care and effectiveness.”
While the B2B2C component of the business has remained steadfast, the advent of ecommerce and digital marketplaces has significantly altered Sunstar’s approach to D2C and commercial sales. “The market has completely changed,” Bruscaini observes, referencing the surge in online sales post-COVID, which now constitutes 17 percent of total oral care sales in Western Europe. This shift demanded agility and innovation from Sunstar, prompting the company to adapt quickly to the evolving consumer behaviour and leverage online platforms like Amazon to reach a wider audience. “There are many changes happening, and we need to continue to innovate. Both in terms of product and marketing,” he admits.
There are many changes happening, and we need to continue to innovate.
Long and supportive relationships between Sunstar’s R&D teams and suppliers is one of the pillars that allow Sunstar to continue to co-create and innovate. “We have had suppliers support innovation in products, through collaborations and discoveries. In fact, one of our most recent new product success is a product co-developed with suppliers in Europe,” Bruscaini proudly states, highlighting the deep-rooted values of care, loyalty, and commitment that guide the company. The Japanese ethos of loyalty that pervades Sunstar’s culture today is a testament to its origins as a family business, as many employees share a similar sense of loyalty to Sunstar, mirroring the commitment seen within the founding family and Bruscaini’s 24-year-strong tenure.
Sunstar’s Future
As Sunstar approaches its centennial anniversary, the vision for the future is as clear as it is ambitious.
Since 2017, Sunstar has embarked on a digital journey, partnering with tech giants like Adobe to enhance internal digital processes and resources. This commitment to digital innovation is also evident in Sunstar’s omnichannel strategies and its partnerships, which include working with Amazon to reach consumers more effectively.
One of the most exciting innovations in Sunstar’s oral care pipeline is the integration of technology to create an interconnected user experience in oral care. The acquisition of Playbrush, a startup that combines brushing with consumer data analytics, is a testament to Sunstar’s vision of elevating oral healthcare through technology. This initiative aims to not only improve consumer experiences but also enhance understanding of oral health, signalling a future where Sunstar’s products are as smart as they are effective.
But underpinning all innovation is sustainability. The company recognises the growing importance of sustainability in consumer preferences and the broader market. “There has been an acceleration in sustainability’s importance, and it is maybe a bigger consumer change than the digital one. To compete, you need to be a sustainable offering,” Bruscaini notes. While acknowledging the diverse definitions and understandings of sustainability among consumers, Sunstar is committed to delivering on this demand, with approximately 70 percent of its packaging made of recycled materials. Beyond packaging, the company is internally dedicated to reducing its carbon footprint, exemplified by initiatives like switching to LED lighting and using renewable energy in factories and offices worldwide.
"To compete, you need to be a sustainable offering."
The demands of the modern consumer are changing faster than ever, but Sunstar’s focus remains clear. In the words of Bruscaini, “In the next five years, we have three focuses: We want to keep growing the GUM brand in Europe. We want to elevate oral healthcare on a broader scale. And we want to innovate oral care through an interconnected user experience.”
This vision for the future is not just about maintaining Sunstar’s position in the market but about pushing boundaries, driving change, and continuing to make a meaningful impact on the health and well-being of people around the world.
As Sunstar moves forward, it carries with it a legacy of innovation, a commitment to sustainability, and a vision that seeks to enhance the quality of life for people everywhere. Under Bruscaini’s leadership in EMEA, Sunstar is poised to continue its journey of health, innovation, and care well into the next century.
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