Through market research and our industrial design expertise, we found that the South Asian market prefers a smaller and softer brush. That’s why we could not simply re-label premium European brushes. Working with Unilever, we found a solution that used existing molds for South Asian brushes, to create a unique premium model.
Based on the initial research by Unilever R&D, we developed the new toothbrush’s CMF system around Himalayan and Bamboo salts. These salts are noted for their health benefits and are widely used in wellness in Asia and beyond.
To express the natural image of Himalayan salt, we chose a pearlescent pink and white color giving the brush a soft natural look and feel. For the Bamboo brush, we went with a green tone that resembles bamboo to reflect a calming feeling of being in nature.
When people look for a new toothbrush, the presentation on the shelf is key. It’s important to show the brush from the side exposing the handle shape and tampering of the bristles. With these new brushes, the selected colors are extra present in the bristles, informing the customers of the presence of the salt.