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.
This idea works together with the Hybrid model. Basically the idea is to have an empty collapsable dispenser which can be used as a small beauty-case where you can bring your personal care products with you.
Due to the fast moving nature of the toothpaste, using this Design Strategy implies to focus on the tube rather than on the paste and as I explained on my post “First step towards Circularity” if I want to create a more circular toothpaste I need to work on the paste first. So the reason why I didn’t focus on this strategy is because it doesn’t help me to meet my Circular Challenges.
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.