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Twenty started when Mirjam de Bruijn noticed how much the laundry detergents decreased in size over the last 10 years. From there, she started her research and found out that there is about 80% of water in almost all liquid household products.
With Twenty she wants to offer consumers an alternative. An alternative which would only sell the left over 20% in a solid form; a capsule, a tablet or granules. At home you put the concentrate in a reusable high quality bottle, after you added the water, your product will be just as you're used to.
Since the concentrated products won't be hard anymore, you can sell them in recycled cardboard packaging. Saving us a lot of plastic waste and unnecessary CO2 emissions. But not only that. Imagine how much we can safe if we wouldn't transport water. 1 Airplane instead of 5, 80% less CO2 emissions.
Mirjam de Bruijn; “By raising awareness I hope to activate consumers in such a way that one day the concept of Twenty will become a standard for household goods.”
The capsules, tablets and granules, would at least be hard from the outside. This allows to pack them in recycled cardboard boxes or even sell them in packaging-free shops.
The bottles that you would have at home, would be of much higher quality than ordinary bottles. Since you buy the bottle only once and not every month (like ordinary shampoo bottles), you don’t need that much branding on the bottle in order to persuade consumers to buy your product. This makes the packaging much cleaner and much more fitting to it’s environment.
You see this in the concept version of Mirjam de Bruijn, where she made the dish detergent bottles much smaller. She did this because most people have a dish washer nowadays, and only use dish detergent for a few pans that cannot be cleaned in the dishwasher. At the same time, people are often to lazy to hide the big bottle (often with screaming colors) from their kitchen counter. Those two conclusions led to making the bottle much smaller and much cleaner than the ordinary ones. Besides that, buying one bottle once, allowed her to look at other materials that could improve the user-experience.
Mirjam de Bruijn recently won the HEMA design daten award (10.000 euro’s + 30 hours of guidance) this allows her to really start looking at ways to make Twenty happen.