“…Wong (2012), for instance, details the importance of focus group data in the design of a market leader of the late 1980s, described as a ‘distinctive, attractive, expensive-looking toothbrush' (Wong, 2012, p. 32) as well as one which cleaned without damaging gums. That dental technologies are so prominent at this nexus of health, aesthetics and consumer identity is perhaps not surprising given the social importance of the mouth, which ‘holds a peculiarly symbolic position, being the space through which things pass both into and out of bodies' (Thorogood, 2000, p. 167). In this sense, the mouth has been an object of anthropological investigation as a key boundary between the self and society, or the body and the outside, and thus a potentially risky site of transfer (Nettleton, 1988).…”