A recent article by FastCo caught my attention. The electric toothbrush market is stagnant since a few years. How can one of the two conglomerates, Oral-B or Philips, reinvent its products or offer to grab new market share?
Well, maybe just like Kodak the current leaders will fade into the dark and let a new company dominate the market in just a few years…
A new player, Goby, is trying to shake things up with a new direct-to-consumer model, developed with the help of the people who brought us Harry’s Razors. For $50, you get an electric toothbrush with a rotating head, which is about on par with other brands.
But they’ve made a few helpful design tweaks to the standard brush. For instance, it only needs to be charged twice a month, which you can do by USB or electric plug. It also comes with a hygienic base that can be easily cleaned, avoiding gross buildup. And you can sign up for a quarterly subscription program so that new heads are delivered to you exactly when you need them.
The biggest difference, though, is that the brush is colorful and fun, and comes from a brand that is relatable and full of personality.
At Triode, we specialize in developing new products and services for complex industries like medical devices and transportation. We work with you closely to help define product strategy, with an emphasis on reducing the risks associated with innovating in these sophisticated and often regulated consumer-oriented environments.