The art of designing a toothbrush
– Jordan Individual launches new Design Collection. By redefining traditional dental hygiene products as lifestyle products, Jordan Individual has taken the toothbrush market by storm. Jordan Individual is currently launching its latest collection – the Design Collection.
The Design Collection, which gave young artists the opportunity to express their creativity in what was, for them, a completely new area. The four designers behind the new collection are Anglo-French artist and stylist Carolyn Quartermaine, Danish artists Sarah Hvass and Anne Nowak, and Swedish design duo Ullenius & Edholm, whose projects have included many designs for IKEA.
“This is the first project where Jordan has invited collaboration by a group of specially selected designers,” explains Christine Madsen, product manager for toothbrushes at Jordan. “We wanted to find a group of designers capable of producing a ‘unique collection’ of toothbrushes that would reflect the styles of the individual designers while also working together as a whole.”
While the stories and inspiration behind each toothbrush in the collection are as unique as the artists and designers themselves, all those involved agree on the ingenuity of applying art to such a simple and everyday item as a toothbrush, allowing the product to be re-experienced and created anew.
“A toothbrush can be more boring than a drunken Norwegian, but also more passionate than Berlusconi on a hot summer’s day,” says Sarah Hvass, who designed three of the toothbrushes in the collection.
Redefining the toothbrush
In 2007, intense competition from multinational companies with generous marketing budgets prompted Jordan to redefine its approach. The concept was to transform the toothbrush, a product in which there was traditionally little interest, from dental hygiene to lifestyle product, thereby creating a design experience that would stimulate purchasing desire and build brand loyalty.
Consumer surveys show that attractive appearance and varied selection are important factors when choosing a toothbrush, and members of a household need to be able to distinguish easily between toothbrushes. Accordingly – and with a continued focus on ergonomic and hygienic considerations – Jordan set about developing the Individual range.
“Our investment in the Individual range demonstrates that good results can be achieved by making an everyday product that bit more sexy. Jordan Individual quickly became the biggest-selling toothbrush in the Nordic region and in fact contributed to people changing their toothbrushes more often,” says Christine Madsen.
About Jordan Individual
Jordan Individual is a toothbrush concept that puts functionality and design at the forefront. A completely new production technique developed by Jordan allows graphic elements to be embedded within the actual handle of the toothbrush. Jordan Individual toothbrushes come in up to 18 unique handle designs and new collections are launched twice a year.
Of the two varieties of toothbrush in the collection, “Size L” has been specially developed for users who prefer a bigger handle and a slightly larger toothbrush head, while “Size S” caters for people who prefer a slimmer handle and a smaller head.
Jordan Individual toothbrushes are supplied with either soft or medium bristles.
In 2009 Jordan was awarded the “Design Effect” prize by the Norwegian Design Council for its Jordan Individual toothbrushes. The jury assesses the effect of investments made in design and winners of the prize must have demonstrated the achievement of significant results and competitive advantage through strategic investment in design.
Download Jordan Individual toothbrush
For more information please contact:
International Product Manager toothbrushes Christine Madsen
Phone +47 22 78 80 00 / +47 22 78 81 95