Toothbrush Tech: Creating Customer Value in the Oral Care Market

This WSJ article offers a fascinating look at Colgate-Palmolive’s relentless pursuit of the “perfect toothbrush,” led by Eduardo Jiménez, Director of Technology. With over 239 patents, Jiménez obsesses over user behavior, aesthetics, and function to bridge the gap between actual and ideal brushing time. His work exemplifies user-centered design, the role of prototyping, and the integration of cross-functional teams—highlighting how a seemingly mundane product can be reimagined through smart new-product development.

The story dives into how companies like Colgate and P&G observe customers, conduct in-depth testing (e.g., using a robotic cleaning tool called Robocheck), and respond to market trends like minimalism and self-care. Their innovations—ranging from brush heads with thousands of bristles to integrated toothpaste experiences—mirror textbook strategies for idea generation, prototype testing, and creating products that solve real consumer pain points​.

This fits real well with Chapter 9 on new-product development and Chapter 7 for marketing research.

Note: First draft of this blog post and the image were created by ChatGPT.

Class Discussion Ideas

In-Class Activity Ideas

1. Toothbrush Redesign Challenge: Students work in teams to design their own toothbrush for a niche segment (e.g., toddlers, seniors, travelers) and present their product’s USP.
2. Product Development Roleplay: Assign students to cross-functional teams (design, marketing, R&D, consumer insights) to simulate a new-product development meeting for an oral care product.
3. Time It Out: Have students test their brushing time vs. perceived brushing time to discuss the discrepancy and how marketers solve for real vs. reported behavior.

Discussion Questions (with Chapter References and Answer Ideas)

1. What stage of the new-product development process does Eduardo Jiménez’s work best exemplify?(Ch. 9)
   • Answer idea: His work spans idea generation, screening, and development, especially prototype testing and product refinement.
2. How do Colgate and P&G use consumer insights to shape product design?(Ch. 7, Ch. 9)
   • Answer idea: Focus groups, ethnographic observation (even watching brushing habits), and trend monitoring (e.g., demand for minimalist designs) guide feature selection.
3. Why is prototyping (like with the Robocheck robot) important in product development?(Ch. 9)
   • Answer idea: Prototypes allow companies to test cleaning efficacy, iterate quickly, and save costs before full-scale production.
4. What customer problems are these toothbrush innovations trying to solve?(Ch. 1, Ch. 9)
   • Answer idea: Inconsistent brushing time, poor technique, brushing discomfort, and low engagement with daily oral care routines.
5. What roles do design and aesthetics play in product success, especially in health and wellness products?(Ch. 8, Ch. 9)
   • Answer idea: Appealing design encourages daily use, fits in with bathroom décor, and enhances user satisfaction.
6. How does this article illustrate the idea of ‘continuous innovation’?(Ch. 9)
   • Answer idea: Toothbrushes evolve incrementally with new bristle arrangements, materials, or sensors, improving functionality over time without changing core user behavior.
7. How do Jiménez’s observations (e.g., color preference, weekend brushing habits) influence marketing strategy?(Ch. 7)
   • Answer idea: These insights help in targeting, personalization, and feature prioritization during product development.
8. What barriers exist for consumers in adopting electric brushes, and how have marketers addressed them?(Ch. 5, Ch. 9)
   • Answer idea: Barriers like noise, cost, or brushing force have been addressed via quieter motors, pressure sensors, and sleek designs.