Case study: success in the deodorant category

Gary Grossman

Gary Grossman, president of Innovation and Development Inc., discusses product and packaging innovation in the context of the U.S.

Driving innovation
Deodorants, anti-perspirants
Packaging
United States
Strategy

Case study: success in the deodorant category

Gary Grossman

Gillette challenged IDI (Innovation & Development Inc) to originate the next-generation deodorant. While discussing deodorant usage in a home, an IDI team member encountered an angry young...

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