Maxwell and McIntyre Oral Care

Maxwell and McIntyre Oral Care is a personal care/wellness brand rather than an apparel, furniture, or durable goods brand. The Timeless Brand Quality Index framework is expressly designed for categories where longevity, repairability, material quality, and construction durability are meaningful variables—cast iron, boots, textiles, hardwood furniture, etc. Oral care products (toothbrushes, mouthwash, floss) are consumables with inherently short lifespans measured in months, making most of this scorecard's criteria (stitch density, hardware quality, Goodyear welt construction, 20-year durability, repairability) inapplicable. We could not find evidence of significant material innovation, construction craft, or longevity positioning that would distinguish this brand within the oral care category itself. To fairly assess Maxwell and McIntyre, a consumer goods or personal care scorecard would be more appropriate.