Align Technology has launched new global campaigns aimed at increasing awareness of Invisalign treatment options designed specifically for children and teenagers. The initiatives—targeted toward both consumers and dental professionals—are part of the company’s year-long “20 million smiles” campaign.
The consumer-facing campaign, titled “Invisalign for Kids,” is designed to inform parents about clear aligner options for younger patients. “Our new Invisalign for Kids brand consumer campaign is designed to increase awareness with parents that Invisalign aligners are an effective solution for kids,” said Kamal Bhandal, senior vice president, global brand, consumer and Americas marketing. He added that the campaign will also “educate parents about the benefits of Invisalign treatment for kids and teens,” which, according to the company, includes products such as the Invisalign First™ system, Invisalign® Palatal Expander System, and the Invisalign® System with mandibular advancement. The campaign also highlights tools like Invisalign® Virtual Care, which allows parents to monitor their child’s treatment progress.
The professional campaign, called “Growing Patients,” is intended to support dental providers with information about the full range of Invisalign treatment options developed for younger patients. According to the company, these include aligner systems suited for both early interceptive (Phase 1) and comprehensive (Phase 2) treatments, as well as retention strategies.
“As kids and teens age and grow, orthodontic treatment needs to address both tooth movement and dental facial orthopedic or skeletal movement,” said Dr. Mitra Derakhshan, executive vice president, chief clinical officer, global treatment planning and clinical services. “I believe our new ‘Invisalign for Kids’ brand and ‘Growing Patients’ campaigns will help increase confidence in Invisalign treatment for the largest segment of the orthodontic market and drive further adoption among growing patients.”
According to research provided by the company, children between ages 6 and 10 may be candidates for Phase 1 orthodontic treatment, which can guide facial and dental development and potentially reduce the need for more intensive treatments later. Phase 2 treatment typically begins once permanent teeth have erupted and focuses on alignment and bite correction.
Align Technology stated that these campaigns reflect long-term investment in the pediatric segment and build on previous product milestones. The Invisalign Teen system was introduced in 2008 with features aimed at improving compliance and eruption management. In 2017, the company released a version of the system that incorporated mandibular advancement for Class II correction. Invisalign First™, designed for patients in mixed dentition, was introduced in 2018. In 2023, the Invisalign Palatal Expander System became the company's first directly 3D-printed orthodontic device, offering an alternative to traditional palatal expanders. A new system featuring integrated occlusal blocks is expected in 2025 and, according to the company, is intended to support earlier and more efficient mandibular advancement.
“Our commitment is to support our doctors in treating patients through every step of their journey—from first visit to a lasting smile,” said Michael Smith, vice president of product management. He noted that insights drawn from over 20 million cases have informed the development of Align’s current product suite.
In addition to the Invisalign clear aligner system, Align Technology manufactures iTero™ intraoral scanners and exocad™ CAD/CAM software, which the company states are integral to its digital orthodontics and restorative dentistry platform.
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