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ISP/VM+SD Design Competition Winner
By Matthew Hall
Mr. Clean has been branching out big time – the Procter & Gamble brand’s sales have tripled in the last five years to more than $400 million with the launch of such product extensions as the Mr. Clean Magic Eraser and Mr. Clean AutoDry home car-wash product. Now, the Cincinnati-based consumer products giant has turned the brand and its bald-headed icon into a retail experience at the Mr. Clean Performance Car Wash.
That premium car-wash prototype, designed in collaboration with Design Forum (Dayton, Ohio), opened earlier this year in Deerfield Township, a fast-growing area on Cincinnati’s north side. The idea for the new business sprang from P&G’s FutureWorks division, which identified the car-wash industry as a strong prospect for growth.
“We are treating this project like a learning lab to help determine whether P&G will build out the concept as a national chain,” said Glenn Williams, a P&G spokesman. “Our research shows that consumers are quick and happy to associate the Mr. Clean brand with a high-quality car wash.”
In addition to the research that P&G conducted, Design Forum gathered consumer feedback on the car-washing business. Based on that information, designers concluded the Mr. Clean Performance Car Wash should “be loaded with amenities and be especially focused on the female customer, who we discovered often feels uncomfortable in traditional car washes,” says Scott Jeffrey, Design Forum’s chief creative officer.
So the experience is designed to be clean, bright, friendly and safe. The building’s exterior is simple and contemporary to convey a sense of quality and speed – without appearing overly expensive.
As customers drive up to the facility, signage directs them to the self-serve or full-service queuing. Three lanes help manage traffic and minimize the perception of a long line.
Overhead, Mr. Clean-branded menu boards describe the wash options, which range from a basic wash to full interior detailing. After the customer chooses the level of service, an attendant prints a receipt from a handheld unit, notes the selection and has the customer’s car enter a state-of-the-art wash tunnel.
While their cars are being spiffed up, customers have several choices for how they spend the wait. Exterior seating is available, including brand-blue benches and picnic tables. Inside, customers can while away the time at a 2100-square-foot convenience store and an adjoining lounge.
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