Catalyst Award for iconic Oral-B toothbrush goes to LUNAR

LUNAR was honored with IDSA’s 2011 Catalyst Award this year at the design industry’s annual conference in New Orleans earlier this month for our work on the Oral-B Crossaction toothbrush. Arguably the most ergonomically designed toothbrush ever, the product has been a business success story for more than 10 years.

“On behalf of the design team at LUNAR and our client Oral-B, I’m delighted to accept this recognition,” said LUNAR’s John Edson. “We appreciate the work that Catalyst does to broadcast the quantifiable business outcomes that can result from design.”

The CrossAction gave Oral-B an additional five percent market share in the highly competitive, $5 billion toothbrush market. We helped Oral-B connect to consumers by understanding common brushing behavior and then creating a great experience’ which they loved, and continue to love to this day.

“LUNAR has designed a lot of products in our nearly 30 years, but none have touched more people that the CrossAction,” John said. “And we love the fact that this beautiful, iconic product has contributed to better dental health for millions of people around the world.”