Some products have become so ubiquitous in our lives that we seldom consider how they might be updated to reflect current trends. Consider products such as hand soap, detergent, and toothpaste. After all, when was the last time you truly examined your toothpaste and thought about design and innovation? And what exactly are the ingredients in toothpaste? Go ahead, read the ingredient list and you are likely to uncover it contains components such as triclosan and saccharin. (The FDA has banned triclosan for hand soap, but it is ok to put those ingredients in our mouths? Huh?)
Given how nearly every product seems to be undergoing a make-over, it just seems logical for toothpaste to get an update for today’s consumers. Packaging and ingredients can both be updated, as well as how and where consumers buy it. Today’s newer toothpastes take lessons from the beauty product world, where design and price points vary and make the products more appealing as well.
Of course, revisions may not come cheaply. French company Buly 1803 sells $29 toothpaste in artfully designed packaging and in flavors including orange-clove-cinnamon. Sephora carries a coconut oil dental floss ($8) and a Lush sells a charcoal, kaolin clay, and gunpowder tea tablet that is chewed before brushing. Twice, a brand from musician/artist Lenny Kravitz, has a two-pack of toothpaste (one for morning, another for evening) that sells at $17 for the pair with proceeds going to help Bahama communities.
Go ahead. Read the labels and make your choice.
Group Activities and Discussion Questions:
- Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
- Show examples of new toothpaste:
Hello: https://www.hello-products.com/
Revolve: https://www.revolve.com/marvis/br/2677a2/?srcType=dp_des2
Sephora: https://www.sephora.com/product/cocofloss-P421244
Twice: https://www.smiletwice.com/
APA Beauty: https://apabeauty.com/apa-white-toothpaste.html
- Review toothpaste products. What other products are competitors?
- Divide students into teams and have each team develop a positioning map for one of the new companies.
- Have each team draw their map on the board.
- Debrief exercise.
Source: Shapiro, B. (4 April 2019). Is that chic toothpaste worth the price? New York Times.
