As consequence from the last meeting with Gideon, where we felt disoriented, I decided to make a deeper research regard the toothpaste localized in the Netherlands (which is the biggest company, what is the average price, who is the target) in order to find some reference points and to understand which Circular Design Strategies to apply.
Toothpaste market: Zendium – Unilever
Zendium Relative Advantage
Zendium fluoride contains 6 unique enzymes and proteins that occur naturally in saliva and can enhance the protective effect. So not only do you brush your teeth clean, but you also work in your mouth resistance. Therefore Zendium is the ideal toothpaste to keep your mouth healthy. Zendium oral care products have a unique blend of enzymes and fluoride which strengthens the mouth’s natural defenses.
Price 5,00€ (20% higher than others premium toothpastes) Premium product
Target: Primarily users from 35-55 years, attentive to the care of their body, but looking for not aggressive products and that are willing to pay more for these benefits.
Circular Toothpaste Briefing
Target: users that already go for sustainable personal care products (35-55 years?)
Toothpaste: fluoride free (avoid FDA regulations)
Product components: Toothpaste container, refills, shoulder and nozzle
Toothpaste container: using durable and recyclable materials as aluminium or plastic (laminate plastics consume lower life cycle energy compared to aluminium)
- Capsule: Bioplastic made by sodium alginate (E-401) from the brown algae and calcium chloride (E-509) (Ooho!)
- Refills: Film of plastic/bioplastic
Shoulder and nozzle: Depends on the toothpaste container
Toothpaste container: It is “permanent” can be bought just one time and its function is dependent upon the refills
Refills: They are replaceable and can be bought separately form the toothpaste container
Shoulder and nozzle: (interchangeable nozzles give you the possibility to change texture, colour or taste (how?) of your toothpaste, giving the possibility to personalise your own toothpaste.)
Hypothetical Circular Design strategies
Attachment and trust
- Appearance: texture, colour, shape
1- Interchangeable nozzle+shoulder (Refill) allows to change texture, colour, taste of the toothpaste
1- Interchangeable nozzles give you the possibility to change texture, colour or taste (how?) of your toothpaste, giving the possibility to personalise your own toothpaste.
2- Implementing an hourglass into the toothpaste allows the user to know how much time should be spend to brush the teeth. It becomes a sort of educational product.
- Materials: Durable materials (ex. Aluminium)
1- Durable materials as aluminium or recyclable plastics
1- Durability concerns only the material aspect of the product, therefore a durable material as aluminium or plastic (materials that can be recycled in the Netherlands) are preferred.
Standardisation and compatibility
1- Stackable containers (Capsule)
2- Compatibility between different parts: container, refill, different nozzles
1- This toothpaste container can be stacked, depending on how many users are sharing the toothpaste (one person, a couple, a family with one kid ecc…)
2- Different combinations of toothpaste container, toothpaste refills and different nozzles (Attachment and Trust – Interchangeable nozzles) must be compatible.