How can Kenvue enhance its Listerine mouthwash formula to provide longer-lasting fresh breath?

Introduction

To enhance Kenvue's Listerine mouthwash formula for longer-lasting fresh breath, we need to dive deep into user needs, current product limitations, and innovative solutions. I'll outline a comprehensive approach to improve this iconic oral care product, focusing on user segmentation, pain point analysis, and data-driven solution prioritization.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the current positioning of Listerine in the oral care market. Could you provide insights into Listerine's current market share and primary competitors?

Why it matters: Determines if we need to focus on differentiation or market expansion Expected answer: Listerine holds a significant market share but faces increasing competition from natural alternatives Impact on approach: Would influence whether we prioritize natural ingredients or double down on clinical effectiveness

• Considering user behavior, I'm curious about the typical usage patterns of Listerine customers. Can you share data on average frequency of use and whether users tend to stick to recommended dosage and duration?

Why it matters: Helps identify if the issue is with the product formula or user habits Expected answer: Many users don't follow recommended usage guidelines, affecting efficacy Impact on approach: Might lead to exploring user education or product design changes to encourage proper use

• Examining the product lifecycle, where does Listerine stand in terms of innovation cycles? Have there been any significant formula changes in recent years?

Why it matters: Indicates whether we need incremental improvements or a major overhaul Expected answer: No major formula changes in the past 5 years, but increasing consumer demand for natural products Impact on approach: Could suggest a need for both short-term tweaks and long-term formula reinvention

• Considering external factors, how has the rise of tele-dentistry and at-home oral care solutions impacted Listerine's market position?

Why it matters: Helps understand if we need to adapt to changing consumer behaviors and expectations Expected answer: Increasing consumer interest in comprehensive at-home oral care routines Impact on approach: Might lead to exploring integration with digital health platforms or developing complementary products