Fussy approached Blond in February 2020 to design a refillable deodorant with a screw-base actuator that can house compostable refills. To facilitate their subscription service, the refills had to fit through U.K. letterboxes.
From the start, we leaned into the restrictions and asked some fundamental questions that would allow us to re-imagine the product completely. We questioned why deodorants need to stand upright, why they couldn’t be more discrete, and how we could improve upon existing refillable cosmetics, many of which do not consider the container’s end-of-life.
The result is a deodorant containing natural ingredients and inspired by natural forms. As Fussy’s aim is to reduce the amount of single-use plastics that end up in oceans and on beaches, we took inspiration from the humble pebble. The naturally-ergonomic form appears as though it has been slowly worn away over time, emphasising the aims of the design: longevity and sustainability. When actuated, the soft form is broken, revealing the glossy inner surfaces, just like the inside of a pebble. Unlike other deodorants which are often shouting for attention; the product lies flat and more closely resembles a bar of soap. This approach helps the object blend into its environment.
The casing is one single material and has been designed to be long-lasting, with increased wall thicknesses and a robust actuator mechanism. It’s made from recycled plastic, which is resilient and recyclable itself. Refills are made from waste sugarcane and are intuitively top-loading.
In 2022 our design for Fussy featured on the popular U.K. television show; Dragon's Den, where Fussy pitched to a panel of British entrepreneurs. Fussy was successful, gaining not only investment but two very valuable business partners.
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