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Colgate’s Picking Toothpaste Innovative System

Colgate came up with an innovation for its customers: How to save time choosing the right toothpaste?

On average, one shopper spends 3 minutes and 3 seconds at the oral care shelf but often walk away without purchasing a pack. The question here has arisen: Why is it so hard for shopper to choose a toothpaste?

To fix this problem, Colgate started by listening to shoppers them came up with 2 types of shoppers:

1. Browsers:

  • Have no defined product in mind
  • Look for inspiration and reassurance and value

2. Pre-planners:

  • Know what they want
  • Can’t find it quickly

Both of them share the same problem: “I can’t find the best product for me”.  So Colgate built a quick finder system to fix this problem: starting with ideate, prototype and test it with shoppers and store staffs for feedbacks. The final result was mesmerising.

Find out more about Design Thinking and its applications on our channel.

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