This article explores the S.C.A.M.P.E.R technique for proposing innovative ideas for improving the design of toothbrush. It evaluates each factor of the technique and proposes recommendations for substitution, combination, adaptation, modification, putting to other uses, elimination, and reversing or rearranging. The article also justifies the selection of the best idea and discusses its advantages and disadvantages. The other rejected ideas are also explained. The subject is creativity and innovation, and the course code and college/university are not mentioned.