This strategy doesn’t fit fast moving consumer goods, so it is not take into consideration at this moment. The only possibility is to work in combination with other Design/Business strategies and find a solution that can make the tube lasts longer which is the aim of the Design Strategy of Durability.
The Hybrid Model is the one I chose for my case. The toothpaste is composed by a dispenser and by refills of paste which can be bought separately. The challenge is to find a way to pack the refill avoiding plastic in order to respond to my first Circular Challenge. Seems to me the Hybrid Model fits well with the toothpaste since the real value of the toothpaste itself is representedby the paste, which is also the fast moving part compared to the tube.
(this image has exemplary purposes only, it has nothing to do with circularity)
The only insight I could come up with is to have available a professional service that offers a “complete teeth cleaning” service. However this idea doesn’t convince me since the toothpaste is a product we all use twice a day on the average, it would be to expensive to use this kind of service everyday.
To reuse the toothpaste tube in a different way when the paste is over is a difficult challenge. Since the packaging is made by laminate, recycle it into something else requires expensive treatments. Unfortunately I couldn’t come up with valuable (from a marketing point of view) and feasible (because of high costs of recycling) ideas for this Design Strategy.
The idea behind the access model is to have two “oral kits” one tailored for low involved users, the other one tailored for high involved users. The kit for the low involved contains only essential product for oral hygiene such as toothbrush, toothpaste mouth washer while the kit for high involved users offers more products and with higher quality. These kits can be borrowed from specific points of sales paying monthly fees.