Case Study: SpinBrush Electric ToothbrushThe ultimate disruptive consumer product innovation
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.