Colgate

Introducing rapid innovation and design to disrupt the premium toothbrush category

Research design

Concept development
Prototype + Testing

  • Develop a new disruptive, scalable, premium manual toothbrush innovation.


  • Research-informed Concept Development that lead to story development and prototyping solution. Key tenets of the engagement included:

    • Emphasis on cross-collaborative team leveraging past work and insights to advance the project and challenge established dogma/ways of working

    • Iterative approach factors multiple touchpoints in the timing to test ideas and rapidly gather feedback

    • Innovation-led strategy is rigorous by design, and designed to push creativity, and ultimately, results

  • Defined break-through design which tested higher that best-selling product, and moved into prototyping and testing for commercial introduction.

The images below illustrate some of the project deliverables. Certain details have been redacted or covered to protect client confidentiality.

01 INTRODUCING A NEW PROCESS

We implemented a (new to Colgate) process that shortened a six to nine month process down to 11 weeks by supporting a cross-functional team and deploying agile and design thinking methodologies.

A timeline infographic showing the process to drive Colgate from insights to prototype over 11 weeks. It includes phases like immersion, frameworks and insights, story concept ideation, validation, storytelling, prototype feedback, and synthesis, with durations, skill focus, and activities listed for each phase.
An infographic with six sections illustrating dental care practices. Sections include electric toothbrushes labeled 'Oral Care Complete', manual toothbrushes under 'Proactive Dental', a toothbrush with toothpaste at 'The Toothbrush Spa', another manual toothbrush labeled 'Routine Made Simple', a box of toothpaste and toothbrush at 'Sharing Smiles', and a toothbrush in a stand at 'Counter Centerpiece'.
An informational diagram showing a set of three electric toothbrushes on a stand, accompanied by text about oral care tools and their benefits, including a scorecard and explanations of how the system works.
Line graph showing increase in internet usage over years, with data points from 2000 to 2020.

02 INSIGHTS TO CONCEPTS TO PROTOTYPE VALIDATION


From insights to concept ideation to online testing + focus group validation, we quickly refined to a lead concept which provided the jump off point for the prototype phase.

Example of low-fidelity 3D concept used for consumer testing on next slide, which supported a larger exercise in determining DVF (demand, viability, and feasibility).