Oral B needed to invigorate it’s children’s products and approached Praxis to design an ergonomic tooth-brush. Praxis embarked on a comprehensive innovation process, including extensive in home observations of children and their parents performing their daily dental hygiene ritual; we completed an in depth review of literature of children’s tooth care and analysis of the Oral B brand among parents of young children. We worked closely with Oral B’s product management team and emerged with the innovative “Ages and Stages” concept that linked child development to specific toothbrush design features.
Praxis created four distinct toothbrush designs that provided superior teeth care at each stage of child development, were ergonomically suited to brushing styles of parents and children and had emotional appeal to children at the appropriate developmental stage to reinforce their engagement in care of their teeth.
Ages and Stages was launched globally by Oral B in 2000 and has been an enduring mainstay of their children’s product offering till today.
