Case study: Flash’s category dust up
P&G's Flash Dust Magnet disrupted the duster category by tapping into an unmet need. This innovative product features thousands of fluffy fibres that trap and lock in everyday dust, hair, and allergens. It is designed to reach hard-to-reach corners and surfaces in a home, making cleaning more efficient and effective.
Through skilful innovation and marketing, parent company P&G managed to target a wide range of consumers, from young to old and from comfortable to struggling households. Within its first year, the Flash Dust Magnet and its refills generated nearly £10.5 million in sales, proving that a well-crafted premium offering can resonate with price-sensitive consumers.
Flash tripled the category’s penetration in only a year, having gone from a steady 2% penetration to 6%, all by finding an untapped need. It is also worth recognising the specific needs being met by the product: convenience and efficacy. In other words, it was easy to use, and it worked. Further, a third of sales for Flash was on refills, suggesting this wasn’t a “flash” in the pan, but a sustainable new business model.