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BLACK+DECKER reviva™ propelling innovation through consumer insights

When Stanley Black & Decker needed to develop a sustainable product line aimed at younger consumers, the toolmaker chose Eastman Tritan™ Renew copolyester made with 50% certified recycled content.*

By Eastman | Published 5 months ago | About a 1 minute read

The company also gained a close collaborator with insight into what today’s do-it-yourself consumers value and expect in the marketplace.

“Eastman provided a genuine support network every step of the way,” said Ed Higgins, Stanley Black & Decker’s product director for power tools. “They understand, share and respect our vision.”

The Eastman team also partnered on value analysis to help their customer’s 100-year-old BLACK+DECKER brand develop a pricing structure that would work for their target audience.

The result?

In 2021, BLACK+DECKER released a completely new power tool line, reviva™, based on the notion of designing for circularity and rooted in a firm understanding of what consumers want and expect.

“It all starts with the material,” said Justin Coates, Eastman’s global consumer insights and research team leader. “Consumers across markets and regions cite materials as the No. 1 definition of sustainability. You also need to reinforce that your sustainability offering will not compromise performance and quality.”

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