P&G brings FMCG utopia to CES

The first tech show of the year has traditionally featured companies outside of its core constituency and CES 2019 is no exception.

The early star has to be FMCG giant Procter and Gamble (P&G), which owns some of the most familiar brands you see in the supermarket, especially in the toiletries and detergents sections. How can you possibly augment toothpaste, razors or skincare with the latest technology, you may ask? Well strap yourself in and prepare for a glimpse into the bathroom of the future, best described by simply copying and pasting the P&G CES announcements.

It’s hard to know which to get most excited about isn’t it? The thought of indulging in gesture-driven phygital experiences, then enjoying the pleasure of a hot towel shave with every stroke, finished off with the application of corrective serum, makes the mind boggle.

“We’re living in a time of mass disruption, where the exponential power of technology combined with shifting societal and environmental forces are transforming consumer experiences every day,” said P&G Chief Brand Officer Marc Pritchard. “P&G is integrating cutting-edge technologies into everyday products and services to improve people’s lives. We’re combining what’s needed with what’s possible. By answering the question, ‘what if,’ we’re delivering irresistibly superior consumer experiences.”

“We’re innovating faster than ever, combining more than 180 years of capability with the entrepreneurial spirit of a lean startup,” said P&G Chief Research, Development and Innovation Officer, Kathy Fish. “As consumers are changing, so are we. What remains the same is our focus on deeply understanding how consumers live, work and play so we know precisely what they want. When we combine breakthrough science and technologies with this deep consumer understanding, we’re able to deliver transformative innovations that improve life every day.”

While P&G’s latest efforts are a case study in solving first world problems, that doesn’t mean they should be dismissed as utopian quirks. The core strategy of FMCG brands such as Gillette is to be seen to be constantly innovating in order to create a rapid sense of obsolescence and hence drive demand for upgrade purchases. It stands to reason, therefore, that they should be keen to embrace the latest technologies, however eccentric some of the outcomes might be.