Low-cost toothbrush for use in rural India wins 2019 DBA Design Effectiveness Awards Grand Prix
Top prize at this year's DBA Design Effectiveness Awards has been awarded to a toothbrush developed for the rural Indian market.
The Sensodyne Daily Care toothbrush uses 45 per cent less material than standard toothbrushes and retails for just 30 pence.
It was created by UK design consultancy DCA to help multinational pharmaceutical company GlaxoSmithKline establish itself in this nascent market.
The main aim of the project was to provide people with sensitive teeth across rural India with access to the Sensodyne brand's soft sensitivity bristles and range of specialist toothpastes.
GlaxoSmithKline also wanted to achieve a significant market share amongst a population whose awareness of oral health is increasing, but whose low household income means that price is a major barrier.
"To persuade target consumers to buy into the Sensodyne brand, the challenge was to create a toothbrush that would retail at an affordable price of no more than 30 rupees (about 30 pence)," said the toothbrush's creators.
"The strategic approach to the project was defined by finding a low-cost way of designing and manufacturing a toothbrush, without compromising on quality."
The design process focused on identifying possible efficiencies in the manufacturing process that would enable the toothbrush to be as cost effective as possible.
The amount of material used for the handle was minimised, which makes the featherweight product more efficient to produce and transport. The over...
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