About Caroline Kurth
Hand soap has long been more than just an everyday product—it is part of our moments of well-being, our home design, our daily rituals. But drugstore shelves still tell the same story: endless plastic bottles, interchangeable designs, hardly any innovation. This is exactly where PLAIN B comes in. We bring premium wellness into everyday life – in packaging that changes everything: Elopak cartons. What carried milk and juice for decades is now becoming a refill system for high-quality hand soaps. The result: significantly less plastic, a smart approach to sustainability, and a completely new shopping experience. Our idea combines three powerful dimensions:
Wellness moment: Fragrance compositions such as NO.5 Embrace (cedarwood/rosemary), NO.4 Fresh Cotton (magnolia/green tea), and NO.7 Energise (bergamot/grapefruit) turn hand washing into a brief escape from everyday life.
Design aesthetics: Primary dispensers in iconic colors (orange, purple, black-brown) make a statement in the bathroom and clearly stand out from plastic bottles.
Refill innovation: A sustainable, safe, and child-friendly cardboard system, directly from Europe, with a clear USP in retail.
In this presentation, we will show how PLAIN B creates new opportunities for retailers: a product that sells well, clear differentiation from existing brands, and the opportunity to present a modern, sustainable range. PLAIN B stands for a simple idea with a big impact: beautiful design, sustainable packaging, premium wellness in carton.
Wellness moment: Fragrance compositions such as NO.5 Embrace (cedarwood/rosemary), NO.4 Fresh Cotton (magnolia/green tea), and NO.7 Energise (bergamot/grapefruit) turn hand washing into a brief escape from everyday life.
Design aesthetics: Primary dispensers in iconic colors (orange, purple, black-brown) make a statement in the bathroom and clearly stand out from plastic bottles.
Refill innovation: A sustainable, safe, and child-friendly cardboard system, directly from Europe, with a clear USP in retail.
In this presentation, we will show how PLAIN B creates new opportunities for retailers: a product that sells well, clear differentiation from existing brands, and the opportunity to present a modern, sustainable range. PLAIN B stands for a simple idea with a big impact: beautiful design, sustainable packaging, premium wellness in carton.
