Creative brief
Develop product innovations for Persil's Proclean line, considering the complete washing process from first wear to the after wash life of a product.
Observation
Liquid detergents are bulky and heavy, which is inconvenient from the point of purchase all the way to usage. Concentrated liquid and powder detergents are messy and difficult to measure accurately, and can result in water waste as the machine must extend its cycle to remove excess suds. Detergent pods can cause streaking if they don’t dissolve properly, and their outer packaging is not eco-friendly.
Conclusion
Consumers need a convenient, easy, and effective format that gets the job done but also aligns with their values. The new way of the future may well be laundry detergent sheets. Plastic-free, lightweight, easy to store, and no need for measuring, these are the perfect solution for any consumer.
solution
ProClean Sheets bring the convenience of an innovative new format with a formula that works just as well if not better than conventional detergent formats. Perfect for any consumer, from a big family to an individual city dweller, this product brings convenience at all stages of the process. At the point of purchase, the customer can avoid carrying bulky liquid detergent. This format is easy to store and use, with no mess or measuring. Best of all, with minimal packaging this is an eco-friendly product.
Observation
Within a family, needs can vary greatly in terms of what intensity of detergent is required to do the job. At the same time, as teens grow more independent and begin doing their own laundry, they may have their own preferences.
Conclusion
In a scenario where young kids play in the mud, pre-teens and teens play sports, and growing adolescents seek independence, it is simply too expensive to buy multiple detergents to cater to each of their needs.
solution
Persil ProModules is a modular laundry detergent system that caters to specific needs of each unique load of laundry. From the baby or individual with hyper sensitive skin to the dedicated athlete, this system allows the user to increase potency and customize the scent of their laundry. The modular system begins with a baseline detergent formula that is unscented, perfect for babies and sensitive skin. Other modules that can be added into the mix as needed include Sports Intense formula for extra dirty clothes, an Odor Fighter formula, and various scent options.
