Scope has introduced a concentrated version of its mouthwash called Scope Squeez in a compact 50-mL bottle. This move aligns with sustainability trends, as concentrated products typically require less packaging, leading to reduced transportation costs and emissions. In this case, Scope reports a significant 70% reduction in packaging compared to its standard 1-L bottle.
The standout feature of Scope Squeez is its customization potential. Consumers can add water to the concentrated mouthwash for their preferred strength, offering a tailored experience. Scope emphasizes that this innovation addresses a common issue: many consumers find mouthwash too strong or too weak for their liking. The convenience of the palm-sized bottle, offering up to 50 uses, encourages regular mouthwash use.
Procter & Gamble's Senior Director North America Oral Care, Luis Restrepo, highlights the importance of personalized products for today's consumers, particularly Gen Z and young Millennials. The introduction of Scope Squeez caters to this demand for personalized self-care products.
The packaging for Scope Squeez includes a clear PET bottle, a child-resistant polypropylene twist cap, and a clear dosing cup marked with a 20-mL fill line. Directions for use are simple: add water and squeeze the concentrate. The product is available in two varieties, Original Mint and Cool Peppermint, priced at $7.99 in stores and online.
Key Themes Behind This Trend
- Concentrated Products
- The introduction of concentrated mouthwash by Scope aligns with sustainability trends and emphasizes the potential for customization.
- Tailored Experience
- Scope's customizable mouthwash addresses the common issue of consumers finding mouthwash too strong or too weak for their liking, encouraging regular use.
- Personalized Self-care
- Scope's introduction of Scope Squeez caters to the demand for personalized self-care products, particularly among Gen Z and young Millennials.
Where This Applies
- Oral Care
- Scope's concentrated mouthwash and customization options disrupt the oral care industry by offering sustainability and tailored experiences.
- Packaging
- The reduced packaging and transportation costs of concentrated mouthwash disrupt the packaging industry and align with sustainability trends.
- Personal Care
- Scope's personalized self-care product, Scope Squeez, caters to the demand for customization and disrupts the personal care industry.
