# Concentrated Cleaner Concepts Mirjam de Bruijn's 'Twenty' Imagines the Removal of Water Content By Laura McQuarrie | Published 2017-10-18 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/concentrated-cleaner References: [thedieline](http://www.thedieline.com/blog/2017/10/16/reducing-emissions-worldwide-and-getting-to-20-with-design-concept-twenty) & [mirjamdebruijn](http://mirjamdebruijn.com/twenty.html) 'Twenty' is a conceptual household cleaner product collection from designer Mirjam de Bruijn that addresses the fact that most products for the home are made up of 80% water. Twenty imagines the removal of this water content, leaving only an [ultra-concentrated formula](https://www.trendhunter.com/trends/hair-care-concentrates) to which consumers may add their own water upon delivery. As a result, the products can be sent out in shipments that are lighter to transport and use less fuel. The concept introduces a dish detergent, a shampoo—both of which come in pellets—and a [powdered all-purpose cleaner](https://www.trendhunter.com/trends/hand-body-powder-wash). With [refillable containers](https://www.trendhunter.com/trends/complete-athome-refill-station), Twenty would make it possible for consumers to add the necessary amount of water to create a properly diluted household or personal care product. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 21% | Activity: 66% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Waterless Products:** Developing concentrated formulas that eliminate the need for water in household and personal care products presents disruptive innovation opportunities. - **Lightweight Shipments:** Exploring ways to remove water content from products can lead to lighter shipments that reduce transportation costs and fuel consumption. - **Refillable Containers:** Promoting the use of refillable containers allows consumers to customize water dilution and reduces single-use packaging waste. ### Industries Being Reshaped - **Household Cleaning Products:** Manufacturers of household cleaning products can innovate by developing waterless formulas and refillable packaging solutions. - **Personal Care Products:** The personal care industry can explore waterless formulations and refillable packaging options to reduce environmental impact and enhance convenience. - **Shipping and Logistics:** Companies in the shipping and logistics industry can capitalize on lightweight shipments by adopting innovative packaging and transportation solutions. ## Related on Trend Hunter - [Concentrated Waterless Cleansers](https://www.trendhunter.com/trends/water-wise.md) - [Powder-to-Gel Washing Liquids](https://www.trendhunter.com/trends/homethings.md) - [Extra-Concentrated Laundry Products](https://www.trendhunter.com/trends/ecover-laundry-products.md) - [Powder-to-Cream Haircare](https://www.trendhunter.com/trends/aerious-by-arove.md) - [Concentrated Laundry Product Lines](https://www.trendhunter.com/trends/concentrated-laundry-product.md) - [Bottle-Shaped Shampoo Bars](https://www.trendhunter.com/trends/the-dissolving-bottle.md) - [Liquid-Free Shampoos](https://www.trendhunter.com/trends/signature-shampoo.md) - [Value-Minded Cleaning Products](https://www.trendhunter.com/trends/concentrated-cleaning-product.md) - [Mexican Multipurpose Cleaning Solutions](https://www.trendhunter.com/trends/one-step-cleaner.md)