Assignment — >Designer Toothpaste Anyone?
Some products have become so ubiquitous in our lives that we seldom consider how they might be updated to reflect current trends. Consider products such as hand soap, detergent, and toothpaste. After all, when was the last time you truly examined your toothpaste and thought about design and innovation? And what exactly are the ingredients in toothpaste?
Given how nearly every product seems to be undergoing a make-over, it just seems logical for toothpaste to get an update for today’s consumers. Packaging and ingredients can both be updated, as well as how and where consumers buy it. Today’s newer toothpastes take lessons from the beauty product world, where design and price points vary and make the products more appealing as well.
Of course, revisions may not come cheaply. French company Buly 1803 sells $29 toothpaste in artfully designed packaging and in flavors including orange-clove-cinnamon. Sephora carries a coconut oil dental floss ($8) and a Lush sells a charcoal, kaolin clay, and gunpowder tea tablet that is chewed before brushing. Twice, a brand from musician/artist Lenny Kravitz, has a two-pack of toothpaste (one for morning, another for evening) that sells at $17 for the pair with proceeds going to help Bahama communities.
Familiarize yourself with the following examples of new dental care products:
Hello: https://www.hello-products.com/ (Links to an external site.)
Revolve: https://www.revolve.com/marvis/br/2677a2/?srcType=dp_des2 (Links to an external site.)
Sephora: https://www.sephora.com/product/cocofloss-P421244 (Links to an external site.)
Lush: https://www.lushusa.com/face/teeth/boom%21/04342.html?gclid=EAIaIQobChMI1-6V-LP33wIVA4vICh1cJAaeEAQYBSABEgIiFvD_BwE (Links to an external site.)
Twice: https://www.smiletwice.com/ (Links to an external site.)
APA Beauty: https://apabeauty.com/collections/oral-care-products/products/apa-white-toothpaste (Links to an external site.)
What other products are competitors?
Select and analyze the one of the dental care products listed above. What are the key features and benefits?
Develop a profile of a target market for the product. Include demographics, psychographics, behaviors, values, attitudes, etc.
Based on the target market profile, what makes this product unique for these customers? What are the points of difference?
How should the product be marketed to this target market segment?
Review key aspects of developing a product positioning map. Develop a positioning map for the dental care product you selected.
Source: Shapiro, B. (4 April 2019). Is that chic toothpaste worth the price? New York Times.