105405Research and Development of a Holistic Circular Packaging SystemClosedCollaborative R&DInnovate UKDAME is on a mission to eradicate plastic waste from the bathroom. In 2019 we launched D, the world's first reusable tampon applicator, offering consumers a convenient alternative to the 3.5 million single-use plastic applicators thrown away every day in the UK. Our Kickstarter campaign achieved global media attention. Before we'd even launched the product we won a prestigious Dezeen Design Award and were approached by all 5 major grocers and both the largest pharmacies in the UK. In 2019 our applicator and plastic-free tampons were launched nationwide in Waitrose stores and direct-to-consumers via our website. With the support of Innovate UK and SOV we want to develop our next breakthrough solutions that make it easy for consumers to switch from single-use to reusable products. Almost all beauty and personal care products are sold in single-use plastic packaging, and recycling rates are abnormally low in bathrooms (50% recycle rate in UK bathrooms and 20% in the US, compared to nearer 90% in kitchens). Efforts are being made to increase both the recycled content and recyclability of disposable packaging, and while this is important work, we will never meet the scale of the challenge unless we address the root cause - consumption. No circular, reusable personal care product has successfully achieved enough traction to effect change in the mass market. With a passionate, growing community of influential customers, demand from all major retailers in the UK and a proven record of product design, there's an immediate and unique opportunity for us to replace other single-use plastic bathroom products. We will explore the best materials, product designs, service designs and marketing campaigns for developing other reusable personal care products that meet the expectations and needs of consumers. To find the models that work, we have chosen product categories with relatively little personalisation, so we can test with a broad customer base. Those products are hand soaps and deodorant. We will validate if it's possible to create a desirable dispenser and refill service (available both in major retailers and via subscription), that has zero single-use plastic, zero virgin materials, is convenient, affordable and better than incumbent, disposable offerings.