Ivory Emulation: The Naturalness of Early Bioinspired Plastics

This paper explores the intricate relationship between naturalness and bioplastics by examining celluloid, the first commercially successful (bio)plastic. By analysing the trajectory of celluloid, we can gain valuable insights into bioplastic design. Invented in 1868, celluloid transformed the consumer landscape by providing cost-effective alternatives to ivory. John Wesley Hyatt, the inventor of celluloid, developed innovative design and marketing strategies to navigate the public's perception of naturalness. In the context of billiard balls, celluloid's marketing strategy did not focus on its similarity to ivory but on its superior functionality. However, celluloid capitalised on its ability to mimic ivory's aesthetic qualities for everyday items like combs and fans. This paper argues that bioplastics may benefit from embracing their artificial qualities while gradually establishing the notion of their inherent naturalness over time.