| >> laundry industry is outdated and commodified This tends to be the opening salvo for many of this type of "target market X for segment Y" - why do you think this is true? What's outdated, the way we do laundry, or the elements we use? While you might argue doing laundry in your own home is outdated, I'm not sure you can say the same thing for the detergents and additives as a visit to your box store will readily show many new products tailored to increasingly niche segments and use-cases. If you're selling "axe body spray for laundry" that's one thing, but don't tell me P&G is "outdated" when it comes to the science behind detergent vs. a couple of guys in a dorm room. >> there’s a growing number of U.S. men doing laundry For themselves where they want a "masculine fragrance" or for their families where mom doesn't want her delicates to smell like "New Jersey Turnpike"? I get that you're trying to rebrand a commodity market via hip styles and personal delivery, but find it a little disingenuous that you position this as a better way to do laundry. That said, although I'm part of the demographic change in who does laundry I'm most definitely not your target market. |
- We've long since moved past the dorm-room stage =) and P&G have interests outside of making the best product possible. Concentrated detergent is relatively simple to do, and much easier to use. So why haven't they pushed this out? Very much might be because consumer waste allows them to sell more detergent! (Why are there 6 fill lines on the cap, when line 4 is XL? What are lines 5 and 6 for?)
- Absolutely not AXE for laundry, that's brutal =( we're super pro-gender equality, very focused on philanthropy and the environment, and generally just trying to be a great company
- Appreciate all the feedback, genuinely. Not being disingenuous, the vast majority of our customers enjoy doing laundry more when using FREY. Seems like a "better way to do laundry" then, at least by some measure =)