ADF&PCD and PLD Paris | Industry News

Refillable brand Fussy says it will stop 1M plastic deodorant containers from entering the environment

New London-based brand Fussy claims that customers will redirect 1 million plastic deodorant containers from pouring into the environment in its first year of business, all by using its refills.

The minimalist pack resembles a pebble and refills are made from upcycled sugarcane. The outer casing is comprised of 50% recycled plastic and 50% ocean-bound plastic. As well as an unscented version, there are an additional five scents that customers can pick from.

“We believe that, if we were all just a little fussier about the products that we choose to buy and what we choose to put on our skin, that we would create a better planet” says co-founder Matt Kennedy.

What to find out more? Click below to discover more on:

  • Challenges they faced during the pandemic including peoples altering behaviours towards the use of deodorants
  • How they sold over £100,000 worth of deodorant in a month
  • Who they identify as their target consumer and why (and why they initially set out to build a deodorant to appeal to gen Z consumers!)
  • The carefully curated formula used to match the high-quality eco-friendly pack

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