LUORO′s Paperization initiative for Oral care products

LUORO is introducing paper-based materials in oral care products through his Paperdent range. The initiative reflects the unbroken industry trend toward supposedly “eco-friendly” solutions via Paperization in areas which are traditionally dominated by plastic. This is not without significance because the EU-restrictions on the use of single-use plastic have not yet been effective for the oral and dental care sector.?

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Plastic remains the most commonly used material for products and packaging, especially in the field of oral and dental care. There is therefore considerable potential for reducing waste in this area.?

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The Paperdent-range:?

That’s why LUORO, a Cologne-based retail company, has launched the Paperdent range, aiming to reduce plastic waste in dental care products, which are used up quickly as everyday consumer goods. This echoes a broader and already ongoing industry shift, where brands are increasingly prioritizing materials with a direct appeal to the consumer and which communicate their sustainability promise more inherently. The new "Mild Herbs" mouthwash, as part of the Paperdent product range, showcases LUORO's commitment to this approach, using FSC-certified wood instead of plastic in both product and packaging.??

Although the ban on the use of single-use plastic has been in focus by the EU since July 2021, there is one particularly large driver of plastic waste that has not yet been affected by it: the oral and dental care sector. Countless small plastic disposable products are used here in particular, which are thrown away after a short period of use. In Germany alone, several hundred million plastic dental care products end up in the bin every year.?

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Environmental Advantages:?

Paperdent’s mouthwash packaging, developed in collaboration with Elopak, especially for non-food products, marks a noteworthy reduction in plastic use, with over 80% less plastic compared to traditional mouthwash bottles. The packaging is not only predominantly made from FSC-certified wood, a natural and renewable raw material, but is supposedly also over 90% recyclable. This aligns with LUORO's broader goal of fostering “sustainable consumer behavior” while reducing its own environmental footprint.??

According to LUORO, the packaging also has another environmentally friendly advantage: thanks to its space-saving design, larger quantities of product can be transported per route, which leads to a reduction in CO2 emissions.?

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Consumer Appeal:?

Dr. Louis Bahlmann, co-founder of LUORO, emphasizes the importance of user-friendly solutions when marketing sustainable products in order to meet acceptance by society at large. The clear environmental benefit of their packaging—easy for consumers to recognize—is a crucial factor in driving consumer choice. However, as the oral care market is highly competitive, the success of Paperdent will depend not only on its sustainability credentials but also on its ability to meet consumer expectations in terms of functionality and price.??

The mouthwash is available from the German drugstore chains Rossmann and DM, as well as from various online suppliers.?

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Challenges and Considerations:?

While the shift to paper-based packaging is commendable, it is not without challenges. The durability and moisture resistance of paper packaging, especially for liquid products like mouthwash, raises obstacles. Yet LUORO wants to be the first to initiate real change and eliminate plastic from dental care as far as possible.??

According to LUORO users do not have to accept a higher purchase price or compromise on performance or hygiene.?

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Ambitious step with hurdles:??

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The Paperdent range is an ambitious step towards alternative material use for packaging in the dental and oral hygiene sector. It embodies the growing trend in the industry to show ecological responsibility, but also illustrates the challenges associated with such a transition. Especially in the field of paperization, the material's promise of sustainability to the consumer seems to be balanced against its practicality in terms of usage properties. As with any innovation, the long-term success of Paperdent will therefore depend on whether it is possible to reconcile sustainability efforts and practicality and ensure that the environmentally friendly solutions can meet the requirements of a diverse consumer group and be understood by them.?

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