SpinBrush Electric ToothbrushThe %22ultimate%22 disruptive innovation
The SpinBrush electric toothbrush rose to prominence so quickly that it’s easy to forget that all electric toothbrushes used to cost more than $100 and accounted for only a tiny fraction of the market.
As the cost of manual toothbrushes approached the $5 retail price point, we were convinced that if we could design an electric toothbrush at a manual price, it would be a runaway hit.
Launching a start-up company around the product, we sold 10 million SpinBrushes in the first year, instantly tripling the electric toothbrush market. Procter & Gamble then acquired the invention for its Crest brand and sales exploded with an impressive Return on Innovation™, generating billions of dollars in sales for a new major consumer market.
The SpinBrush product line is protected by 42 patents with several more worldwide patents pending.