Objectives
Establish an architectural platform for Sonicare to:
- Achieve R&D / Operational process and cost efficiency
- Provide portfolio flexibility: 3-5 SKUs with clear differentiation
- Establish a brush head attachment format that achieves cost-efficiency / simplicity
Results
- Simplified platform with total flexibility up/down line
- Clear differentiation in featuring from low to high offerings
- Excellent visualization of trade-up / premium featuring
- Revised brush head design allows for single head across line and lower cost profile
- Maintains Sonicare’s premium aesthetic with updated appeal / featuring
Insights to Innovation with Sonicare FlexCare
FlexCare leveraged the new architectural platform for design and cost efficiency, yet pushed the limits to deliver innovative features that were born from consumer insights:
- Personalized oral care, which grew into the multi-modal care options: Clean, Sensitive, and Massage modes
- Routine-based brushing options:
- Go Care – 1min brushing mode for those times you just want to brush-n-go
- MaxCare – 3min max cleaning in the evening
- Clean, bacteria-free brush heads, which was the birth of the UV brush head sanitizer
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