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Introducing Interesting Toothbrushes from Around the World - Vol. 3
In the third edition of our series introducing unique toothbrushes, we’re focusing on the environment!
Please note that the views expressed in this article are those of the author.
Since April 2022, the Plastic Resource Circulation Promotion Act has been enforced in Japan. Simply put, this law aims to "choose, reduce, and recycle plastic products to decrease the amount of single-use plastics."
One of the first areas to be affected by this law in the toothbrush industry was the hotel sector. Toothbrushes that were previously placed in guest rooms are now often available at the hotel entrance amenity stations for guests to pick up if needed. Some hotels even encourage guests to bring their own toothbrushes.
- High cost of raw materials.
- Lower durability compared to conventional materials.
- Difficulty passing on costs to consumers.
So, how can eco-friendly toothbrushes become more widespread? One potential answer is the “Mass Balance Approach,” which we learned from our raw material suppliers.
Let me explain this with an example involving bristles:
When producing 100 kg of bristles, if 90 kg comes from petroleum-based materials and 10 kg from plant-based materials,
we can market the 10 kg as 100% plant-based material!!!
The remaining 90 kg would still be sold as 100% petroleum-based material!
- we can market the 10 kg as 100% plant-based material!!!
- The remaining 90 kg would still be sold as 100% petroleum-based material!
In other words, even if only part of the product is made from natural materials, the manufacturers' efforts should be fully recognized, helping the product to gain traction in the market.
Although the actual proportion of plant-based materials is only 10%, under the Mass Balance Approach, up to 10 kg of the 100 kg can be labeled as 100% plant-based. By marketing it as 100%, manufacturers can justify the additional production costs as added value, encouraging consumers to support sustainable products.
This could help make the development of sustainable toothbrushes a reality.
However, in order to sell bristles under the Mass Balance Approach, manufacturers must obtain certification from the ISCC (International Sustainability and Carbon Certification), which ensures that biomass materials produced under the Mass Balance Approach are properly managed throughout the supply chain. Unfortunately, this certification comes at a cost for toothbrush manufacturers.
Even if we develop environmentally friendly products, if conventional ones remain cheaper, it may be difficult for consumers to switch, especially during times of economic hardship. This reminds me of the Green Electronics Promotion Program around 2009, where eco-points were awarded for purchasing green appliances, making products like TVs more affordable. I hope to see similar initiatives to promote eco-friendly products.
If there were point rewards for purchasing products with the Biomass Mark, eco-conscious shopping might feel more accessible.
As for the hotel sector mentioned earlier, I think it would be great if facilities that adopt eco-friendly amenities could offer point rewards to guests.
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