New ideas come upon us from the most unlikely places. Who would have thought that the humble cupcake would see a resurgence as a luxury dessert item? Well a walk down the toothpaste aisle at our local supermarket certainly wouldn’t stimulate your entrepreneurial vision, but it did that very thing for Craig Dubitsky.
He started to ask questions, like why does toothpaste have to come in a tube that gets all mangled after a few squeezes and has to be packaged in a box just so it fits on the self? Does mouthwash need all that alcohol? What if you could swallow the mouthwash? So, enter Hello Brands, a completely re-thought out line of oral hygiene products. New packaging for tooth care products that are beautiful, designed with the help of BMW’s Design WorksUSA shop where they brought not only beauty but precision performance (the toothpaste dispensers use cake decorating type tips to put the paste on your brush) and engineering to each product. The flip open style container for their breath spray is just plain “cool”. They use only natural ingredients and make their products themselves. They had to invent the machinery needed to make many of their packaging ideas.
This 3 year old startup is making dental waves in the market. They shipped the first product to selected Target, Duane Reed and Walgreen stores. Last week the Hello line made its way into its 18,000 store.
You can think differently about ANYTHING and the market for imagination is limitless!