Innovation That Matters

Shampoo brand is a reminder to save water

Fashion & Beauty

There’s no shortage of bath and body products made with organic ingredients or otherwise positioned as earth and human friendly. Hoping to stand out in that increasingly crowded marketplace, a new German company is taking things a step further: instead of a regular brand name, it operates under a message: Stop The Water While Using Me. Stop The Water currently sells shampoo (EUR 13) and shower gel (EUR 12) through its online store, with toothpaste in the works (EUR 8). All products are made with organic and/or natural ingredients, packaged in biodegradable containers, and manufactured with sustainability in mind. But the standout feature is that message, reminding people to switch off the tap while lathering up. Managed by ad executive Stefan Kolle, Hamburg-based Stop The Water was shortlisted for a 2010 Cannes Lion and is currently seeking retailers to sell its products. Whether or not you sell bath products, the concept of message-as-brand is worth a brainstorm. (Related: Smart devices help households monitor their energy use.) Spotted by: NOTCOT



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