From creams to cleaning agents, most of our household products contain more than 80% water. What if that water is left out and added later? Easy, since we all have water at home. It would save an 80% of unnecessary transport, CO2 emissions and we wouldn't spend our very valuable sources on packing water and wouldn't have the enormous amount of unnecessary waste afterwards. This is what I propose with Twenty – a brand forecast setting an example for the industry. Because being more sustainable doesn’t have to be difficult. As an example I created a cleaning detergent, dish soap and shampoo which are concentrated into a granules, bars and liquid capsules. This, to show how different products could end up differently, but still apply the concept of zero water. Once at home, it’s just a matter of turning on the tap, giving it all a good mix, and you'll have the same product as you were used to.
During the past 40 years the industry has made us believe in the content of liquid products. Actually most people that remember the switch from soap blocks to liquid soaps, remember thinking that they suddenly had to pay a lot for water. A lot of money was spend on marketing and we forgot about it, besides that, we don’t care anymore because we prefer the comfort of liquid soaps anyways! So what if we could have the best of both worlds?!
Talking to the people in the soap industry I found out that it could really be a matter of skipping the step of adding water during the production process. Apparently water isn’t necessary to create your household products, but just added to give you comfort and to make you believe that you buy a lot.
The Dutch water suppliers even declared that tap water is actually not only much beter for the environment but also much healthier water than distilled water since distilled water doesn’t have any defense system. Therefore they said, it’s completely safe to add water from the tap instead of distilled water, and your products will still last long. Besides that, it’s the same water that you shower with so why wouldn’t you use it in your shampoo. Or the same water that you add to your cleaning detergents, so why wouldn’t you add a little extra.
The start of Twenty will involve a lot of extra research, to find out how it can work and what it could look like. The phase that follows will be a lot of testing, and hopefully in a 1 or 2 years we can start selling! We will start with a product that’s easy to produce and that speaks to a lot of different people. From there we’ll scale up to more and more household products! But that’s not the most important thing. The most important is that the industry follows!