P&G: behavioral science and product innovation

The world's leading manufacturer of detergents uses analysis in connection with psychological and cognitive behavioral science in innovative product development.

The detergent business segment of P&G, which is the manufacturer of such international brands as Ariel or Lenor – uses the cognitive sciences to locate the answer to the question, why people get bored with their own wardrobe, and why they only wear (in 80 percent of the cases) only 20 percent of their clothes. The P&G is keeping these aspects in mind and developing products that help to prolong the beauty and lifetime of the favorite garments. P&G’s latest research also reveals that 84 percent of women want to give new impetus to their hidden garments that were long forgotten deep in the closet.