Compact packaging – made presentable

 COMPACT PACKAGING SAVES NOT ONLY WEIGHT AND MATERIAL, BUT ALSO MONEY.   By launching its compressed deodorant, the consumer goods manufacturer Unilever wanted to do good to the consumer and the environment. However, although the volume of active ingredients is the same in the smaller packages, sales have not been what Unilever had expected. So the company now wants to boost its sales figures by partnering with its competitors.

SMALL SPRAY BOTTLES, BIG IMPACT.

The benefits of compact packaging are obvious. © Unilever UK

The benefits of compact packaging are obvious: the products are easier to transport, and there is less packaging waste. Nevertheless, most consumers are still happier about large packages. Unilever now wants to change this through an unusual partnership. © Unilever UK

Spray bottles in mini format have been on the shelves of German drugstores for several months now. Unilever offers, among other things, its deodorant products under the Rexona and Dove brand names in significantly smaller spray cans. Thanks to innovative technologies, these products have the same effect, yet they only use half the conventional amount. However, customers are not convinced and are continuing to buy the bigger products – at the same price. To make the smaller packages presentable, the British-Dutch company is now offering free access to its innovative system to other companies – hoping that the handy spray cans, with 70 millilitres instead of 150 millilitres, will become established as standard on the market.

STRATEGIES FOR CRISIS-RIDDEN COUNTRIES.

According to the German product testing organisation Stiftung Warentest, washing powder is another product that is more effective in small packages than in jumbo packs. One machine load with concentrated powder or liquid detergent apparently costs half as much as with conventional washing powder. Especially in economically weaker countries, manufacturers are already being successful with the sale of mini packs for bodycare and cleaning products. In Indonesia single-use portions of shampoo only cost a few pence, and in Spain washing powder boxes for up to two machine loads are highly popular. However, a reduction in price also means less convenience, as as the smaller format does not allow dosing caps or handy pouring facilities.

The US group Procter & Gamble is putting a major emphasis on sustainability. © Procter & Gamble Germany GmbH & Co Operations oHG
The US group Procter & Gamble is putting a major emphasis on sustainability. In the future it wants to produce 230 million bottles of washing powder and fabric softener – Arial, Lenor and Daz – from 50 per cent recyclable packaging material. The first bottles are apparently set to reach the German market from 2016. © Procter & Gamble Germany GmbH & Co Operations oHG
By purchasing compact washing powder, the customer saves not only weight and material, but also money, as a machine load from a large package can cost up to 68 per cent more. © Procter & Gamble Germany GmbH & Co Operations oHG
The initiative R’cycle!: 33,000 cans are enough to produce 82 bicycles. © Unilever
The Unilever Group wants to promote sustainability through a joint initiative entitled R’cycle!. Until April 2016 the German drugstore chain dm will accept empty deodorant cans for the production of children’s bicycles. The bicycles will be donated to various social welfare organisations. 33,000 cans are enough to produce 82 bicycles. © Unilever
Box and measuring spoon combined. © Yanko Design
One practical and at the same time sustainable packaging solution comes from young designers in China. The idea is that when you tear off an edge on the packaging to open the box, you automatically end up with a measuring spoon in your hand. © Yanko Design
TIGHTLY PACKED

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