Case Study: SpinBrush Electric Toothbrush

The ultimate disruptive consumer product innovation
SpinBrush disruptive product innovation by Nottingham Spirk
Consumer Product Innovation: SpinBrush Electric Toothbrush

Opportunity for Disruptive Product Design

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 and “try me” package design is protected by 116 U.S. and International patents.

 
Learn more about our consumer product design industry expertise and Nottingham Spirk’s approach to innovation.

SpinBrush Logo – disruptive product innovation

Launching a start-up company around the product, we sold 10 million SpinBrushes in the first year, instantly tripling the electric toothbrush market.

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