Better Wipes
About Wet Wipes
Newborns are experts at making messes—and it takes a lot of wipes to clean up after them! From the very first diaper change, parents find themselves reaching for these handy helpers countless times a day. But here’s the catch: the wipes cleaning up today’s messes could still exist when those newborns are well into their golden years.
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In the U.S. alone, 22 million people use wipes over 31 times per week, with homes of infants and toddlers leading the charge. Newborns require 10-12 diaper changes a day, reducing slightly to 8-10 changes by 3 months. Each diaper change can use anywhere from 1 to 10 wipes depending on the situation—resulting in about 1,110 wipes per month for a baby in their early months of life. Over the first six months, that’s a staggering 6,600 wipes per baby. And this doesn’t even account for sticky faces, spills, and countless other non-diaper-related messes.
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Addressing Lifecycle Impact
When rethinking the design of baby wipes, several critical factors come into play. The major ingredient, water, serves as a carrier for detergents, moisturizers, and preservatives, while surfactants like sodium diamphoacetate ensure effective cleaning. Thickeners like hydroxymethyl cellulose maintain consistency. Sourced from petroleum-based materials, wipes are manufactured in facilities like Procter & Gamble’s Pennsylvania plants, processed into rolls, cut, moisturized, packaged, and transported over long distances—2,718 miles from Pennsylvania to California in this case. Widely used for convenience, wipes have a single-use lifespan, often ending up in landfills, taking up to 100 years to decompose and contributing to microplastic pollution in ecosystems. These insights highlight the environmental and logistical considerations essential for sustainable redesign.
Material Overview
Better Wipes
Completing the circle of care—for your baby and the planet.
The packaging has been redesigned to better suit the needs of new parents, ensuring practicality and convenience. The wipes now require water to be added, with clear instructions provided on the packaging—an adjustment that significantly reduces the product's weight.
Each wipe has been downsized by 20% and features perforations, allowing it to be easily split in half for smaller messes, maximizing utility and reducing waste. Additionally, the improved reseal mechanism helps maintain moisture, ensuring the wipes remain fresh and ready for use.
The redesign features Spinnova® wipes, made from cellulose fiber that is 100% biodegradable, uses 99% less water, and reduces CO2 emissions by 74%. Packaging incorporates compostable MATER-BI® bioplastic and carbon-negative Algae Ink™ for printing, offering a sustainable and innovative solution for both wipes and their packaging.
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​The number of wipes per bag has been increased to reduce the frequency of purchases, offering greater convenience and minimizing packaging waste over time.
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Insights revealed that many users transfer wipes into secondary containers for better accessibility. To enhance the user experience, a reusable wipe holder was designed for purchase or inclusion with the product. Crafted from coffee waste polymer, made from repurposed coffee grounds, this innovative box offers a sustainable solution. An alternative material option is wheat-based bioplastic.
LCA Analysis
Impact of Changes
The new design demonstrated an impressive 80% performance improvement, as verified through a Life Cycle Assessment (LCA) conducted on Sustainable Minds.
The most significant impact came from the use of polylactide (PLA) granulate as the primary wipe material, showcasing a shift towards more eco-conscious sourcing.
Additionally, CO2 emissions saw reductions across key phases: manufacturing, transportation, and end-of-life, further underscoring the design's enhanced environmental performance.
The Circle of Care
People, Planet, Progress
Closing the loop on waste, promoting sustainability for both people and the planet. By rethinking materials and design, it reduces landfill strain and eliminates non-biodegradable waste. The compost from these wipes enriches soil, fostering new growth. Every step contributes to a harmonious cycle, minimizing environmental impact for future generations.