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.

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 woman whose new dress had been ruined by white stains around the arms from perspiring while dancing at a disco. This led IDI to propose the first clear antiperspirant/deodorant. IDI also developed a cost-effective, patented delivery system for Gillette, which was successfully marketed as Gillette Clear Gel.

The deodorant category commands about eight feet of dedicated linear space in many big-box US retailers, like...

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