Maintaining good ear hygiene is important, yet currently available ear cleaning products such as cotton buds and ear scoop might lead to internal ear injury when improperly used. This study examines the market competitiveness of a conceptual ear hygiene product based on analyzing consumer needs. This new ear hygiene product is expected to be able to clean the ear properly without exposing users to unnecessary risks, satisfy consumer needs, as well as giving added value in the form of antimicrobial properties. Consumer needs identification and reception toward the product concept were determined through online surveys to 218 respondents. Forty-eight different potential user needs were collected from survey results, which were then transformed into product specifications using the appropriate metrics. A feasibility matrix was made to compare 155 different concepts generated from mind-mapping and brainstorming processes, which results in 13 final product concepts. Further screening stages and benchmarking were applied to select the final product concept. The final concept is a topical, herbal ear hygiene product with antibacterial, antifungal, and earwax solubilization properties with micelle-based solvent in spray form. The active compound of this product is the essential oil of clove oil, also known as eugenol. The testing of the final product concept pointed towards the positive for consumer acceptance.