Fashionable Filtration Scarf for Procter & Gamble
Product innovation · Trend anticipation · Concept pitching
The Challenge
As part of my Minor in Innovation & Entrepreneurship, I participated in an innovation collaboration with Procter & Gamble. Selected student teams were invited to develop a new product line for their Ambi Pur brand, following a full innovation pipeline from insight and concept to prototype, user testing and final pitch.
The challenge was to create a new product concept that Ambi Pur could bring to market – grounded in real human needs and commercially scalable.
Insight Formation
While walking through Barcelona during allergy season, I instinctively lifted my scarf to cover my nose and mouth. In that moment, something clicked: I recognised that this everyday gesture could hold the seed of a solution.
I asked myself: what if a scarf could look like part of your outfit while discreetly containing a built-in filtration system?
Looking around me, I noticed how many people were dealing with allergies, pollution and respiratory discomfort in everyday urban life. The need was everywhere, yet mostly unspoken.
From there, a visible tension became clear:
people needed protection from airborne pollutants and irritants in their daily lives
but clinical masks carried stigma and made wearers feel “ill” or exposed
any protective solution had to feel aesthetic, discreet and emotionally comfortable
The Concept
The concept was a pollution-filtering mask integrated into a textile scarf – designed to protect users from airborne contaminants in urban environments while remaining comfortable and discreet.
To validate the concept, we created a physical prototype, conducted qualitative interviews, gathered user reactions, and aligned the idea with Ambi Pur’s brand positioning.
The product combined:
a built-in mask structure hidden inside a scarf
interchangeable filters for different needs (allergies, pollution, smog)
a reusable premium base product
a refill model to create recurring purchases
aesthetic, gender-inclusive designs that integrate into everyday outfits
The core innovation addressed both functional and social needs: people could protect themselves without feeling exposed, judged or marked as ill.
What This Case Reveals
At the time, the idea was considered “too unconventional”.
One year later, the global pandemic unfolded – and protective masks became one of the most demanded products worldwide, turning what had seemed unusual into normalised behaviour.
This experience reinforced the value of trusting innovative thinking, even when it challenges current assumptions.
This case illustrates my ability to:
Identify a latent societal need (air quality & health prevention)
Develop an innovative product concept ahead of market demand
Articulate the underlying consumer insight and rationale behind the concept
What This Case Reveals
At the time, the idea was considered “too unconventional”.
One year later, the global pandemic unfolded – and protective masks became one of the most demanded products worldwide, turning what had seemed unusual into normalised behaviour.
This experience reinforced the value of trusting innovative thinking, even when it challenges current assumptions.
This case illustrates my ability to:
Identify a latent societal need (air quality & health prevention)
Develop an innovative product concept ahead of market demand
Articulate the underlying consumer insight and rationale behind the concept