- Capabilities Used
- Industrial Design
The company understood that emphasizing value was a key to re-establishing a strong presence and restoring higher margins.
A Former Innovator Faces Extinction
Colgate-Palmolive created the original low-cost electric toothbrush back in the late 1990’s. After creating the category, the company faced aggressive competition that eventually eroded its once-strong position. With the entire market moving toward low-cost electric toothbrushes, fierce competition resulted in very low profit margins. The company understood that emphasizing value was a key to re-establishing a strong presence and restoring higher margins. Colgate-Palmolive partnered with Altitude to give its slumping product line a boost.
High Performance in a Slim Design
The Acti-Brush had not been updated since its introduction–the primary factor causing its slip from first to fourth place. It was time to reconsider the user group. Altitude’s research team determined that the primary users were young (under 20) and looking for a toothbrush that was better fitting, more effective, longer lasting, and easier to maintain. We not only met all of these needs, but also proved that a high-powered dual brush unit could be delivered in a slender profile.
Colgate-Palmolive and Altitude determined that the keys to reconnecting with users were differentiation from competitors, superior performance, and outstanding ergonomics. Focused on human centered design, Altitude developed the Motion, a high-powered, slim profile brush, with dual oppositional oscillating heads and a patented ergonomically correct arcing neck. Motion’s sophisticated color pallet and perfectly placed rubber grips got the customers’ attention, while the refined features and performance delivered on their needs.