The Bamboo concept aims to bring humanity to the oral care category. Its objective was shame-free sustainability. It also looks at how Harry's captured a significant market share in shave care by offering a more relevant design/packaging experience to consumers. Everything about this concept is focused on making sustainability beautiful.
The handle is made from CNC'd Bamboo, with the intention that it would last for several cycles of the brush head, thus reducing the amount of plastic waste. The brush heads are molded from CRS plastic and the bristles are charcoal-based. All the secondary packaging is paper-based chipboard and molded bamboo or bullrush. The branding is intentionally minimal to avoid as many coatings and foils as possible.
At shelf, Bamboo becomes a much-needed disrupter in the category. Its modern take on oral care follows a proven strategy, and the sustainability benefits are baked in, becoming secondary to the feeling of a fresh offering in a stale aisle.
As part of the sustainability story, the brand becomes more human, while maintaining its premium cues and efficacy that give it the right to play in the category.
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© pauldiehl 2022
director of industrial design
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