Business Week published its 50 Best Performers in the magazine’s April 6th issue. The caption, “Our 13th annual ranking of the top-performing companies in America shows innovation remains a powerful engine of success.” No surprise there.
Consumer product companies have long known that continually filling the pipeline with innovative new products is one of the keys to success. A fascinating array of product and service companies occupy the top 10 slots. Colgate came in at #5 and the commentary on the company is very interesting. Its new product that’s out to launch: the Wisp.
BW’s methodology for its selections is too wordy to relate in a blog, but worth reading. I urge Daily Fix readers to go to this link to understand the BW process.
Bottom line on Colgate:
* Stagnation in real business growth in the U.S. coupled with fierce competition from rival P&G’s Crest brand spurred Colgate to push its products into overseas markets, read: developing parts of the world.
* The company’s last truly innovative product occurred with the launch of Colgate Total toothpaste in 1992, even though 17 new oral care products were launched by Colgate in the U.S. last year.
* Colgate needs a new star to create more growth–and excitement–for the brand overall.
* In spite of these facts, Colgate tops the worldwide market with a 45% share for toothpastes and 30% share for manual toothbrushes.
* Colgate sales rose by a healthy 9% in the fourth quarter and the company’s CEO is projecting “similar growth in 2009″.
What’s Colgate banking on in 2009? The launch of its new Wisp. The Wisp is a disposable mini toothbrush with “breath-freshening bead” in the bristles. When brushing, the bead dissolves. No toothpaste or water necessary. Ideal for use at work or for travel. Plus: a pack of four Wisps will retail for about $2.39.
Industry analysts have seen these kinds of products launched in the past with minimal success abroad. They also site that P&G’s Crest brand bombed with its tooth wipes, dubbed Oral-B Brush Ups in 2004. Will the Wisp be any different? With all new products, market positioning, messaging and more than anything–timing–are keys to success, or failure.
What’s good here is that Colgate has now renewed its company focus and drive on innovation, opening up new innovation centers to reach this goal: “A series of novel personal-care and household items that would expand Colgate’s customer base and business in mature markets such as the U.S. and Europe”. Very important to ensure long-term success, agreed.
Questions:
* What do you think of the concept of the Wisp? Do you think the market is ready for this? Will it be successful?
* Would you buy this product? Why? Why not?
* What kinds of innovations would you like to see in oral care? What would you say to Colgate?
I’d love to hear from you.
Ted, thank you for bringing these kinds of posts on innovation and design to the FIX. In regards to the Wisp, seems like it’s more cute than cutting edge, but will probably appeal to those people who lug a toothbrush and toothpaste to work or take overnight business trips. Their website has an ad for a woman using it while clubbing–I’m not sure that’s the right application.
All these things said, sometimes you just cannot predict. It may end up being a wild success!
Thanks for the kind words, Paul. I appreciate them and your insights. You’re right: timing is everything when launching new products, whether they’re ground-breaking and innovative, or not. Some, like the Wisp, seem like logical line extensions more than anything. The business traveler does seem the likeliest candidate for this product, but as you say: who knows? The clubbing scene, huh? Not so sure about that one, either. Anyone else have a take on that one?
Ironically, I was shopping this weekend, saw the massive display for the Wisp, checked it out and decided to buy it. What’s ironic about this is that I found the oralb brush ups to be completely unappealing, yet the Wisp, which serves the same function, had a completely different product feel.
As someone who travels and regularly goes to the gym, this product would come in handy. The packaging was clean and appealing and the product looks like a tiny toothbrush with a tooth pick at the end. There is a market there that oral b was trying to tap into, but to me, it is just unappealing to be rubbing a piece of plastic along your teeth. The wisp is a small portable toothbrush that acts LIKE a toothbrush and is for one time use.
Where I think this has the greatest opportunity is through travel. Now that it costs $ to check a bag, more people are trying to carry on, but with a 3 oz limit, your regular tube of toothpaste is too big. These would work well for a short trip.
There are enough applications for the Wisp that I predict it will be a success.
Sue,
Thank you for weighing in with your comments. They are especially valuable since you just purchased the new Wisp. Love your insights and analysis since you’ve really given this some thought. My guess: Colgate learned from Oral-B’s failure to position its product like a real toothbrush, mini or not. . .Travelers ought to like the idea of its compact size and the one-time use idea. We’ll have to wait and see.
Thanks Sue, for posting some valid consumer observations here.
I think you may be taking the commercial a bit too literally-not just for clubbing but for anywhere you’d need clean teeth and a toothbrush isn’t practical. A club is just one example. My guess is the type of people who go to clubs care deeply about the appearance they project to others, and would therefore be likely to invest in a product like this. The brushups from P & G bombed because the articulation was bad, not because it was a bad idea. It was everywhere for a while and people tried it-just never bought again. Think this different since better product.
Hi Whitney,
Thanks for adding your thoughts to my post. Much appreciated.
You’ve made a good point here; maybe I just see this differently as a business person. One of your statements caught my eye, and I was wondering if you could explain it further:
“The brushups from P & G bombed because the articulation was bad, not because it was a bad idea.” What did you mean by ‘articulation’? Just curious. . .
Time will tell whether this product sells after its initial distribution. If consumers who try it like it, it will likely do very well. If not, it’ll disappear after a few months.
I think there is a market with people on the go, and people worried about their appearance (and their breath). But the negative is the fact that it’s disposable, and therefore not very “green”.
Good point, Emily. Maybe consumers can contact Colgate and suggest they find a way to make the Wisp biodegradable? That would help.
Since you brought this up, thought I’d mention that many people have begun to shy away from single serve portions of food to one-use products simply because they are not environmentally friendly. Let’s hope manufacturers try to find ways to fix that problem.
Thanks, Emily, for raising an important issue.
Ted,
A quick survey of Colgate’s FAQ about the new Wisp informs us that it is not recyclable, even. Consumers might like to email Colgate here with their concerns about this:
http://www.colgate.com/app/Colgate/US/Corp/ContactUs/ConsumerAffairs.cvsp
The company welcomes comments and suggestions and consumers can weigh in on this and have their concerns heard. We might respectfully suggest that Colgate make its brushes out of recyclable materials as much as possible, and reduce some of its packaging. That would be a good start, wouldn’t it?
Thanks for providing this information, Claire. Much appreciated. For consumers who care about these specific issues, it’s nice to take a few minutes to send your comments/suggestions to Colgate about the new Wisp. If enough people do, the company will likely respond in a positive manner to them.
* What do you think of the concept of the Wisp? Do you think the market is ready for this? Will it be successful?
It is a cool concept for those who want something for work or travel.
* Would you buy this product? Why? Why not?
No, I have visceral reaction against disposable things as I perceive them as wasteful. If it could be shown to not be wasteful, I would re-consider it for when I travel on business.
* What kinds of innovations would you like to see in oral care? What would you say to Colgate?
Hmm, wow, the thing the dentist always says is don’t forget to floss!! I wonder if brightly colored floss containers might make it easier to remember? I have no cavities at all (lucky, I guess) but my dentist tells me if I don’t floss daily eventually I am going to get gum disease. Gulpin’, that is a very unpleasant thought…
Neil,
Thank you for taking the time to answer the questions I posed. I appreciate your input. The idea of disposables for travel seems to resonate with DF readers; but the wastefulness of it is at issue. Maybe if the Wisp could be reused or recycled, it would meet with more approval?
Not sure if they need my approval to sell this thing.
But to be frank, if people are traveling they are not going to be tossing the thing in the trash in the hotel. If people at work and they just came back from lunch or coffee, maybe they would recycle or maybe they would just toss it.
Unfortunately, Neil, as Claire stated above: the Wisp is not recyclable. That may be a chief detractor for a good many consumers, convenience or not. Buyers have to make up their own minds about this issue. Thanks for adding to the conversation, Neil.
Well, I have to admit it is a good idea. I can see people using this after lunch or coffee, before a meeting, before a date, etc.
That is, if I am understanding this product properly. I have not seen it on the shelf yet.
Neil,
Supporting ads just appeared this week on the new Wisp. It’s on the retail shelves now. Take note of it when you go shopping. Check out the product and its packaging. That’s what I plan on doing.
It will probably take off.
As a beauty blogger, I have received several pitches over the past few weeks, asking me to cover Colgate Wisp on my website. I finally did (http://spoiledpretty.blogspot.com/2009/04/colgate-wisp-moment-on-lips-several.html), but not to promote the product…rather to highlight the fact that while convenient and clever, the Wisp is wasteful and very eco-unfriendly.
And from a PR perspective, it boggles the mind that Colgate chose to launch this disposable (yet unrecyclable) product so close to Earth Day. The PR agency definitely didn’t have their thinking caps on.
Thanks for weighing in, Christina and Daneen. You’ve raised the same issue other commenters have, Daneen. You might consider letting Colgate know how you feel about this. Input from consumers is more and more important to CPG companies. It might help them to look for recyclable or biodegradable plastic options for the Wisp. That would be a good thing.
Yes, if it were biodegradable, I would buy it.
In addition, I think that “Made in the USA” is ready to make a come back.
Don’t get me wrong, I think protectionism would be disastrous, it is just that companies should consider manufacturing more of their products here in the U.S. I think it would be a smart marketing move, too, as many people get the feeling that we do need to build our manufacturing base back up.
A lot of people I talk to have a the feeling that our economy has been sort of floating on nothing but paper and illusions for the last 10 years. I have had at least a few thoughtful, smart people say this to me lately. The conclusion of this line of thinking almost always is that this country needs to do build more things here.
This could be sold as the quality, product safety, and environmental standards are higher here than most places. For example, you are unlikely to be poisoned by a dental Hygiene product, toy, processed food, etc., made in the U.S. Your dog is unlikely to drop dead from dog food manufactured at a U.S. plant.
I want to emphasize, though, that the absolute worst thing the various countries of the world could do right now is to become protectionist. Protectionism rears its ugly head when times are hard and it makes times even harder. One only need look at the history of the Great Depression to see the disastrous effects of protectionism…
I absolutely LOVE this new product! I brought them to work and my co-workers did too! Next to body odor, there isn’t anything worse than stinky, offensive, stale breath — especially if the person doesn’t allow enough personal space…or smokes…or doesn’t have good oral hygiene in general.
I think everyone should keep these on hand, whether in the car, gym bag, purse, desk drawer, etc. AND they make great stocking stuffers
I love it so much that I googled it to learn even more about it…and found this site
So thanks for the blog!
Your enthusiasm is infectious, Valerie. I’m glad you like the product. My purpose in discussing this new Colgate toothbrush was not to sell it, but to pose the question: is this the kind of innovation the company needs to keep it moving forward? And to ask DF readers to share their pros and cons about a product like this. They did, you did, and I thank you, Valerie.
Hi, I was just googling the “wisp” when i stumbled upon your blog. I really think the wisp is a very wasteful and silly product, I find it troubling that more people aren’t concerned at how absurd this product is. Sorry to be so negative but it is a very irresponsible thing to market for this day and age!
Many consumers feel as you do, Jack. One person’s convenience product is another person’s nightmare, since it’s a single-use, throw-away item. The marketplace votes on the success or failure of products every day based on sales. Thanks for weighing in with your opinion, Jack. I appreciate it.
I just wanted to ask: haven’t they already invented a portable go anywhere toothbrush? Ya know, those little ones that fold into a handle? Now I realize that to some that might be a little awkward; but wouldn’t the people that Colgate is trying to target be the people who already bring toothbrushes with them? I mean, the average person who is NOT interested in brushing wouldn’t neccessarily be interested in another type of toothbrush, now would they?
Hi Kate,
There have been portable toothbrushes on the market, and as you say, they tend to be awkward. Travelers liked the small compact size and tended to pack them for their trips. However, Colgate is trying something rather new with the Wisp concept. For one thing, by adding a bead to the brush, toothpaste is unnecessary. For another, the company is cleverly positioning its Wisp for people on the go–at work, out in the evening after work, etc. The compact toothbrush isn’t just for travelers anymore. . .By doing this, Colgate may very well pick up new users. As you say, Kate, the Wisp will not appeal to everyone. Some people prefer to brush at home in the morning and at night before going to bed. Many of them will not be persuaded to buy a compact, disposable brush to take with them.
Thanks for weighing in, Kate. I appreciate it.
I love this product. I keep a pack (or two) in my purse and have given some to my coworkers. I use them at work, and when we’ve been out to eat. My favorite time to use them? They are perfect for my popcorn woes at the movies! My kids (who hate to brush) even like them. It makes my teeth feel almost dentist clean.
It’s nice to hear from someone who uses the new Wisp and likes it. I’m glad you explained how/when you use the product, April. The convenience of this product likely outweighs any of the possible negatives suggested by me and by some DF readers with consumers.
Thanks for weighing in, April. I appreciate it.
forget about eco friendly, this feels like a steel brush on your teeth, and the paste doesn’t even foam up nice. Not a good experience. Didn’t they test market this thing?
Hi Riles,
Wow–your comments are very interesting. No one else made them in response to my post, but it’s important. Experience is all with products and brands. I’m wondering how many other consumers may have purchased the Wisp and not found it to be a pleasant experience now. Your points are valid ones. Have your written to Colgate about your concerns? I think consumers do companies a big favor when they communicate directly with them about their experiences. Good or bad. Please consider writing Colgate, Riles. And thanks for sharing your experience with us.
I think the Wisp is great. Is it Colgates invention, or did someone else patent it?
I live in a developing part of the world so I don’t see new products until they’ve already been in other markets for a while. I didn’t know about the existence of this particular product until my parents alerted me of it.
I’m trying to find the patent numbers for the wisp (I believe they’re pending), to check their design against one of mine. It may be coincidence, but from a brief look at the product, it appears that they may have used a design which I had submitted to them without my permission.
Back in the mid-90’s, I submitted a design to Colgate (complete with dated copyrights even though copyright is automatically granted in NZ), but was send a rejection letter from Colgate-Palmolive, which I still have hiding in my attic.
Needless to say, I’ve been in touch with my lawyers and the patent office to find out more. Interestingly, I’ve been attempting to get the product manufactured myself for the past 2 years now that I have some money (and I’m old enough) to do so, however if it turns out that their design is the same as mine, then I’d be happy to license my design to them.
Hi Jim,
Compact toothbrushes have been around for a while so it isn’t Colgate’s invention. However, the bead that dissolves in the bristles to freshen and brush the teeth, probably is. Like anything else, innovations can come from filling modern day needs, right? We are such an on the move society, products like the Wisp can have broad appeal if marketed correctly.
Thanks for weighing in, Jim.
Now that the end of 2009 has occurred, I am curious to see how Wisp has been doing? Any news on its sales? BTW, this is a great forum.
As for Wisp, I do believe there is a need for something that can be carried in a purse, next to your lipstick to freshen up in the bathroom. It should be able to be recycled in today’s world though. Nice idea to not have to use water in order to use….many different uses for that application that a normal toothpaste + tootbrush + water needs.
Hi Mathew,
Thanks for weighing in here and for sharing your information with us. This is interesting since many large companies are increasingly soliciting new product ideas from inventors and the public at large. Please let us know what you find out as your case progresses. I will say this: the concept of travel size and disposable brushes has come and gone in the past. But the idea of adding a toothpaste “bead” is new, as far as I can tell. Was that the design idea you submitted to Colgate originally? Just curious. . .best of luck with your endeavors, Mathew.