{ORAL CARE I B2C | USA}
BUSINESS OBJECTIVE
Church & Dwight wanted to disrupt the powered toothbrush market in the USA and outperform competitors by leveraging a deeper understanding of consumer needs. The goal was to develop a product pipeline for Spinbrush that spans several price points, from entry-level to premium, offering innovative solutions across the market. This project was a collaboration between Dandelion and our business associates Ignite Exponential.
From insight, to concept design, to prototype testing...
Employed a consumer insight-driven approach to innovation pipeline development in the USA for Spinbrush:
Conceptual Profiling: Conducted online in-depth consumer interviews to understand how consumers define oral care and what elements may consitute an ideal oral care routine.
Experience Mapping: Explored the entire consumer journey, from purchase to usage to disposal, to identify pain-points and opportunities for improving the user experience.
Design Analysis: Analysed competitor products with consumers and identified priorities, mapping design features that resonate most at various price points, from budget-friendly options to premium models.
Ideation: Our partners at Ignite Exponential led an innovation workshop to generate disruptive ideas for the Spinbrush product pipeline, focusing on differentiation and market needs.
Prototype Testing: Engaged consumers in hands-on testing of product prototypes, gathering feedback to fine-tune design and functionality.
Renovation Pipeline: Delivered a strategic product pipeline roadmap for Spinbrush, jointly with Ignite Exponential, outlining concepts for renovation and innovation across different price segments.
New look, new feel, on the way...
Spinbrush is currently refining the prioritised design ideas through its internal engineering teams and conducting further consumer testing. The launch of the new product, designed to disrupt the market and meet consumer demands across multiple price points, is expected soon.
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