CASE: ANDRELON

Andrélon is part of the Home and Personal Care Division of Unilever Netherlands. It is the most sold hair care brand in the Netherlands. With an extensive range of shampoos, conditioners and styling products. And in its eighty-year existence, the purple bottle has become an icon in Dutch retail.


THE ASSIGNMENT

Unilever wants to move towards a circular economy, so that as much plastic packaging as possible can be reused or recycled. Their bottles are therefore made from 100% recycled material. Andrélon enlisted our help to start telling this story powerfully.

PHASE 1: THE ANALYSIS

For Andrélon it is very important to show that ALL their bottles are made from 100% recycled plastic. The caps though are made of a different kind of plastic than the bottles.

PHASE 2: THE SELECTION

The choice was easy. We were going to make something beautiful out of all their bottles. They are all purple, the men’s bottles are dark purple and the women’s bottles are light purple.

PHASE 3: THE CONCEPT

It is difficult for a producer to really get people to listen to their sustainability story. Andrélon has a fantastic story, but you have to take the time for it. So we came up with the concept: sit and listen. And that is of course best on a chair made from their own recycled bottles.

PHASE 4: THE PLATE MATERIAL

Since we got the assignment just before Dutch Design Week 2022, we didn’t have time to discuss different types of designs. So the first record to come out of the machine just had to be the best. No pressure…

PHASE 5: THE PRODUCT

The result of the first record was astonishing. We were immediately able to make not one but two chairs the same record. The frames of the chairs are made of recycled steel and powder coated. Nice detail: the legs of the chairs are finished with small pieces of recycled plastic from Andrélon bottles.

THE CAMPAIGN

The chair was unveiled during Dutch Design Week 2022. This was also the kick-off of the campaign in which the chair plays a leading role to have their sustainability story told to stakeholders in a unique way.

Andrélon campaign “sit and listen” on social media

WANT TO KNOW WHAT WE CAN CRAFT FROM YOUR WASTE?

Sven Noordhoek
E. sven@wastecraft.nl
M.+31 (0)6 15 86 53 97