Science in the box

Taking advantage of new technologies
Because of its large portfolio of product categories, Procter & Gamble has great opportunities to take advantage of the fact that a new technology, on occasion and if well guided, travels very productively from one application to another. Some examples of technology transfer include:

• Non-woven substrate technology was applied in baby care, feminine hygiene and home cleaning products.
• Oral Care (toothpaste) and bleach technology from Fabric Care paved the way for the development of a new oral care product (Crest Whitestrips).
• Knowledge of how to control calcium in solution (from Fabric Care) allowed P&G to develop calcium-enriched juices/beverages.

Connecting Technologies to Build New Brands
Surfactants, the critical components of synthetic soap products are built into detergents, then shampoos… and dishwashing liquids… and a variety of cleaners.
Synthetic soaps taught us how to control calcium, which led to Crest and fortified beverages and medicines for osteoporosis treatment. Paper product technology was combined with cleaning know how and Swiffer was born.

Identifying what's needed begins with understanding the consumer. We need to find out exactly who our consumers are, why they choose to use certain products, why they prefer one product over another, how they use these products, how they evaluate current products and what improvements they would like to see.

In order to develop such an understanding, Procter & Gamble is constantly conducting consumer research, using a variety of tools and techniques. We send our people out to observe our consumers in real-life situations, in their homes, while they clean, while they do the laundry. We organize focus groups to ask our customers what the ideal product would look like to them.

Equipped with what they learn, our product developers are much better able to design products against a benchmark of what our consumers are telling us would be ideal.

Connect + Develop: A Critical Part of P&G’s Innovation Strategy
P&G is built on partnerships. It is how the company began, and continues to be a key component in our growth. In 2001 P&G fully embraced the concept and potential of Connect + Develop, focusing on forming partnerships to increase innovation and to touch more consumers’ lives. We are accelerating our internal research and development efforts by partnering to develop the ideas, talents and innovation assets of individuals, institutes and companies around the globe. Through our global networks, we continually search for products, packaging, technologies and commercial opportunities that can be reapplied to our brands and rapidly introduced to better meet consumers' diverse needs, while delivering win-win results for our partners and P&G. As a result, we are developing mutually beneficial relationships with the talents and technologies of today's most inspired minds. Connect + Develop helps P&G tap the innovative power of the world.

The game-changing results have touched all areas of P&G, from Olay Regenerist to Mr. Clean Magic Eraser to Oral B Pulsonic. For more information, see: www.pgconnectdevelop.com

For more success stories from our Connect + Develop programme, go to www.pgconnectdevelop.com and click on “Connect + Develop Examples.”

Technologies
Oral-B Pulsonic Toothbrush: P&G Oral Care was looking for a strategic expansion of its dental care line. Through C+D, the company found a Japanese firm with a product matching P&G’s vision. The partnership, coupled with additional P&G R&D, resulted in the Oral-B Pulsonic Toothbrush. It launched in less than a year.

Olay Regenerist: P&G scientists learned of a new peptide developed by a French SME, Sederma. With the resulting partnership, Sederma’s work became a key component in the blockbuster product, Olay Regenerist, which quickly became a global market leader, beating $350 boutique creams. Additional upstream projects are underway.
Products

Procter & Gamble introduced Bounce, the world's first dryer added softener, after acquiring the product technology from the independent inventor who developed the innovative fabric-care solution.

In 2009 Bounce was again the focus of a C+D relationship. P&G R&D partnered to create an in-home version of a commercial dryer bar invented and sold by Ecolabs. A market innovation, the Bounce Dryer Bar delivers fabric softener, static guard and freshness in the dryer - and lasts for 2-4 months. The product won the 2010 Edison Silver Award for new product innovations.

Commercial Partnerships

Procter & Gamble found the perfect complement to the Swiffer brand in a hand-held duster developed by a Japanese competitor. The researchers liked the sleekness and user-ease of the Japanese product – as did consumers in market testing. The company, Unicharm, did not have the manufacturing, distribution or marketing scope to take their product into other markets. The resulting partnership enabled P&G to take the Japanese innovation global under P&G’s established Swiffer brand. Now a market leader, Swiffer Dusters are sold in 15 global markets.

Do you have a new product, technology or process that addresses an unmet consumer need? Can you offer a significant new benefit to one of Procter & Gamble's existing product categories? Do you have a game-changing technology or approach?

If your answer is "Yes", then the next step in the Connect + Develop process is yours – visit pgconnectdevelop.com to submit your innovation. Get connected and make a difference. Please note that all discussions should be of a non-confidential nature. For more information, see: www.pgconnectdevelop.com