Chewing for “Mewing”: Gums target teens’ desire for a strong jaw
Gum brands like RockJaw and Jawliner sell gum that is so difficult to chew it’s pitched as a workout for jaw muscles. And they’re tapping social media influencers to target young men, exploiting insecurities in a way typically associated with young women.
The products capitalize on a trend known as “Mewing” named after Dr. Mike Mew, who Fast Company notes is involved in the Jawliner product. The former orthodontist has been stripped of his dental license after a child he was treating had “seizure-like episodes.”
Despite the lack of scientific evidence that chewing gum can change your face structure, RockJaw and Jawliner are using social media influencers to sell the dream of chiseled jaws to teen boys, who are spending an average of 5 hours a day swiping through social media.
Despite the lack of scientific evidence that chewing gum can change your face structure, RockJaw and Jawliner are using social media influencers to sell the dream of chiseled jaws to teen boys, who are spending an average of 5 hours a day swiping through social media.
