Makeup for Your Teeth

Posted By: Chris Bradley | On April 16, 2009 at 5:47 pm

Product: ToothMake
Brand:  ToothMake

Retailer: Jusco
Type: Mass
Location: Tokyo, Japan

Tooth makeup?  Yes, they sell this in Japan. Simply paint on some whitening in the morning when you put on the rest of your makeup and you are ready to go.  Lasts all day until you brush your teeth at night.  At the moment they only sell a four different shades of white, but who knows… Maybe soon you will be able to have teeth to match your fingernail polish and handbag?

What I find interesting is that this product approaches the teeth whitening market in a very different way than traditional white strips, trays or whitening toothpastes.  Instead they are allowing you to get instant results without having to wait or making a permanent commitment.  Think using a lip plumping lip gloss vs. getting a more permanent collagen injection.   This allows consumers to choose to “enhance” their appearance for a special event vs. making a permanent change.  Yes, having permanent white teeth may seem like a no brainer, but this product inspires a useful innovation pattern that can be applied in other categories… 

Innovation Pattern: Add or Remove Commitments

Sparks: (Ideas for how to reapply this pattern in another product category)

1. How can you allow consumers to test drive your product? 
2. Would there be a benefit of a temporary vs. permanent product in your category?
3. Would there be a benefit of a permanent vs. temporary product in your category?
4. What new products could entice non-users to “try” your product category?
5. How can you provide more instant results or eliminate some of the barriers to adoption?