Philips’ smile revival!

Access contest on eyeka.com

Timeline
Start February 23, 2022 11:00
End March 14, 2022 23:59
Results April 2022

Design an innovative solution to help busy people find a fun and exciting
solution for teeth whitening!
Context
Whiter teeth and a beautiful smile contribute to emotional happiness and self-confidence for so many people. In fact, 46%
of the global population say having white teeth is the most important aspect of their oral health care routine but
only up to 8% of people actively use whitening solutions today!

There are lots of ways to whiten teeth today, such as purchasing products over the counter (e.g. at salons, drug stores, or
retailers) or receiving professional treatments at dental offices. Over the counter products come in various formats
(toothpastes, strips, pens, gels and LED light) and many brands offer these solutions in stores and online.

Professional teeth whitening treatments offered by dental professionals come in a higher concentration of whitening
chemicals with some using light to accelerate the whitening process. Historically, whitening uses the same chemical
technology. Most differences in format and solution end up being the concentration of the chemicals with little technical
innovation.

If 46% of the global population desires whiter teeth, why don’t more people whiten their teeth?

Research has shown that some people have safety concerns towards teeth whitening products as they think it might be
damaging to their enamel and/or gums. Furthermore, these products can be seen as expensive, ineffective, cause
sensitivity or require planning (e.g. booking dentist appointments).

Regardless of where they purchase or receive their treatment, people seek whitening products that deliver noticeably
whiter yet naturally white teeth which don’t look ‘fake’. They want the product to be easy and safe to use, feel no sensitivity,
achieve lasting results and a method which is convenient and works quickly.

Creative Challenge
Your challenge is to reinvent teeth whitening to encourage people across the globe to buy and use a new Philips
teeth whitening product!

We need your help to come up with ideas that will attract both new customers, and customers who have previously tried
teeth whitening products but no longer use them today.

Your ideas should:

+ Show customers how they will achieve great results as well as address their current concerns regarding whitening
products (fear of damage to their enamel and/or gums, expensive, ineffective, cause sensitivity or require planning to
fit into their routine).
+ Be unique in a way that stands out from both online brands flooding the market, and also be different to existing teeth
whitening products, such as whitening strips that you can find on the shelves already. You can see these in the
materials attached.

We’re interested in ideas for a brand-new product, or alternatively a brand-new business idea of how Philips can help
people via a new business model for teeth whitening.

Your idea should tackle at least one of these key challenges:

+ Increase the convenience of teeth whitening

+ Invent new ways to use teeth whitening or getting it to patients / shoppers
+ Create excitement about teeth whitening
+ Think of new teeth whitening products that would be fun to use
This solution needs to appeal to a broad target – namely adults (18+) regardless of class, gender, and race.

More specifically, we want to help people…

+ interested in whitening their teeth

+ who have used teeth whitening products in the past but have since stopped using them
+ who are currently using over the counter teeth whitening products but are dissatisfied with the product(s)
+ who have tried professional teeth whitening treatments at a dentist’s office

How Philips currently helps people:

Philips Zoom is a teeth whitening solution that is sold only at the dentist’s offices and is recognized as a leading brand. It
uses a higher concentration of the teeth whitening chemical for professional use, and the whitening effect is boosted by a
lamp. Philips is now also preparing to sell over-the-counter teeth whitening products (DIY teeth whitening with semi-
custom tray and gel) but do not have any products on shelves just yet.

What challenges do Philips face now?

The first challenge is that there has been little technical innovation in the ways manufacturers can differentiate. They have
been limited to either adjust the chemical concentration with local country regulations considered, and/or to develop
various formats such as strips, gels, pens, LED lights etc.

Another challenge is few people continue using teeth whitening products on a long-term basis. Many have used it in the
past but stop using it once they reach their desired teeth whiteness goal. People don’t think of maintaining their white
teeth. But inevitably their teeth will stain again due to coffee, tea, red wine, smoking and other food and beverages. Philips
want to help people to understand and benefit from a better maintenance routine. Others simply don’t know where to start
in finding the right product for them.

In summary:

Your ideas should help change the following attitudes: “Teeth whitening is messy, inconvenient, expensive, could damage
my teeth, and I’m not sure if it will give me natural-looking results.”

…To a more positive view i.e.: “Teeth whitening is easy, fast, convenient, and worth it. It gives me the confidence to smile
and be myself.”

To help us understand your idea, please also answer the following questions:

+ Are there new ways to use the product or to deliver the product to people to attract more customers to the
teeth whitening category?
+ Which barriers are you addressing and what enhancement are you providing to the whitening experience?
+ How is your idea superior to what is already available in the market?

Tips

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be
rejected.
Some tips. do’s and don’ts from the team:

Don’ts:

+ Do not replicate an existing and / or competitor brand or product (see some examples attached as part of the brief).
+ Do not create a new innovation based on different ingredients or a chemical related innovation – we’re looking
for new formats of product / devices or new business models.
+ Check out the information attached on current formats and products available on the market, to make sure that your
idea doesn’t copy or take too much inspiration from them. We’re looking for truly innovative and unique ideas.
+ Ensure not to repeat existing ideas such as whitening strips, and the same goes for existing service models (like
online deliveries or subscription boxes) unless you are suggesting a truly new way of ‘updating’ or reinventing these
services.
Do:

+ Consider the different needs we’ve mentioned – convenience, safety, ‘natural but notable’ results, and having a
lasting impact
+ If you focus on a business idea, make sure to be specific about exactly how this would work and what difference it
would make compared to other solutions currently available in the market
+ If you focus on a new format, make sure that it feels technically possible to develop and create – in your opinion i.e.
using technology that already exists in the world, rather than something theoretical/un-tested!

An example of a good idea would be…

Dissolving teeth whitening strips as an innovative take on whitening strips that increase the convenience, addresses the
concern around taking the used strip out of your mouth and allows for easier whitening on the go. Click here to see the
existing products.

An example of a bad idea would be…

A teeth whitening strip with a higher concentration of hydrogen peroxide or chemical component to offer stronger whitening
potential, as this is a chemical-based innovation, which is not what we’re interested in for this competition.

Or a teeth whitening idea that is only new because it has different ingredients, which is not what we're interested in for this
competition.

Prizes
Jury's Prize €2,500 €1,500 €500

Format

Fully visual (landscape orientated, PNG or JPEG only) and refined concepts + answers to questions.

Winning Criteria
The winning ideas will be the ones that come up with the most relevant and innovative solutions to help people think of
teeth whitening as easy, fast, and convenient. The ideas should include a clear visual supported by an explanation of how
or why it is unique, superior, and/or more convenient to other products or business models that exist today.

Remember the attitudes we are tackling:

+ Attitudes to change: Whitening is messy, inconvenient, expensive, or could damage my teeth, and I’m not sure if it will
give me natural-looking results.

+ Attitudes we want to create: Whitening is easy, fast, convenient, and worth it. It gives me the confidence to smile and
be myself.

Guidelines

Guidelines for this contest

Remember to read the do’s and don’ts before you begin.

Ensure not to repeat existing ideas such as whitening strips, and the same goes for existing service models (like
online deliveries or subscription boxes) unless you are suggesting a truly new way of ‘updating’ or reinventing
these services.

Ensure not to build an idea that involves a new chemical innovation, strength or related suggestion.

Please be creative with your design, form, function and solutions – and of course, enjoy!

eÿeka standard guidelines

+ Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
+ Keep the source files / working files of your entry until the winners have been announced as they may be
needed.
+ Your participation must comply with the rules you accepted when you joined the contest.
+ You must be able to provide the written authorizations from each of the authors and actors who have
contributed to the entry.
+ Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
 + Any entry that fails to comply with these rules will not be considered for the contest.

Infringement Notice
+ Participants warrant that the use of their entries in the contest does not violate any third parties' rights.
+ In case participants have included protected elements (incl. music, photos..) into their submissions, they warrant that
they have obtained written permission from each right holder.
+ Participants acknowledge that in case of breach of these rules, eÿeka shall be entitled to deem their participation and
the prize granting as void.