Hey there,
After a small hiatus of 2 weeks from writing our special Sunday Newsletter, we are back again.
The last 2 weeks were a little too occupied with introducing something that has been on our wish list for far too long.
And yesterday evening, we launched one of the most awaited products in our journey.
Here it is - India’s first Metallic Edition Electric Toothbrush, made up of 70% less plastic and comes with an aluminium handle that is 100% rust-proof.
Take a look at this beautiful product here and please let us know what you think. We would love to hear your thoughts :)
Some of you might be thinking why another electric toothbrush? How is this going to add any value to the consumers? Why did we even launch this product?
Well, there is a very strong reason we have launched this product and I'd like to share our viewpoint.
150 million a month / 1.8 billion a year. That's a BIG number.
This is the number of single-use plastic toothbrushes that are dumped into landfills on a monthly/yearly basis, in India alone.
Considering that, on average, a plastic manual toothbrush weighs 20 gms, this implies that 3 million tonnes of plastic are being dumped every single month, only because of the toothbrush.
Disclaimer: The toothbrushes shown in the above image are only for visual representation purposes and aren’t intended to harm any other brand’s image.
The plastic problem is quite real and is affecting our lives in a big way.
According to WWF, an average person could be ingesting approximately 5 grams of plastic every week.
At Perfora, we are very passionate about offering solutions that help in reducing plastic waste contributed by toothbrushes / oral care.
Almost 2.5 years ago, when we were very early in our journey at Perfora and were figuring out our brand positioning, and launch product portfolio, Tushar and I started thinking if we should launch the brand with a Bamboo / Sustainable material made manual toothbrush as one of our core philosophy has been to create a minimal negative impact on the environment.
However, we didn't move forward with the above strategy for the following reasons -
Brand Values: Our other 2 brand values have been science-backed (i.e. efficacious) and design (i.e. visual appeal) and the Bamboo toothbrush didn't fit in.
Experience: We wouldn't have been able to provide an exceptional user experience because there is nothing innovative about a bamboo / sustainable material toothbrush apart from the material of the product. No real value addition to the oral health of the consumer.
Feasibility: Our products should support the unit economics of running a digitally native business. As we all know, acquiring a customer digitally is very expensive.
All said and done, in our hearts, we knew that we have to prioritize the environment and hence we partnered with 1% for the Planet to offset any negative footprint on the environment. This was just the beginning, a step in the right direction.
Deep within, we were still not happy as we felt we could do better. Though our Electric Toothbrush (a.k.a. truthbrush) is made up of recyclable plastic and isn't single-use, we started exploring more sustainable materials for our Electric Toothbrush.
Andddd after spending so much time, testing out different materials from wood fiber resin to PLA for our electric toothbrush, we are super proud to introduce India's first Metallic Edition Electric Toothbrush (a.k.a truthbrush 2.0).
This toothbrush has a handle made up of Aluminium and is 100% rust-proof. It uses 70% less plastic compared to any other electric toothbrush. This metallic toothbrush will last you a lifetime.
A superior touch and feel and of course, much better for the planet.
Imagine that if 0.1% of people also start using this toothbrush instead of the single-use plastic toothbrush, we will end up saving ~21,00 tonnes of plastic waste every single month. This is the real positive impact on the environment that we are striving for.
Our request to everyone reading this letter is to switch to a more sustainable toothbrush so that plastic waste is considerably reduced. Please avoid using Toothbrushes made up of non-recyclable materials and one-time-use products.
Lastly, if you are already using a Perfora Electric Toothbrush, that’s great. And if you are thinking of upgrading your brushing experience, I would strongly recommend trying this eco-friendly electric toothbrush out.
The metallic toothbrush box contains 1 Aluminium brush handle, 2 brush heads (one with charcoal bristles and one with white bristles), 2 brush covers, and 1 AAA battery.
If you place an order in the next 72 hours, you can avail of a special discount of FLAT 10% with the code: NEWLAUNCH, and additionally, you have an option for Free Name Personalization and a Free Pop Socket.
The first 100 customers will also get a new free product that we will launch in the coming week delivered to their address, in a separate delivery.
Only limited units are available for this new launch and the above-mentioned deal is only available for the next 72 hours.
Thank you for reading this letter and hearing us out.
If you have any questions or feedback, please feel free to reach out.
Warmly,
Jatan