Washing Detergents

Washing detergents are an everyday product and come in many different formats -from powders to tablets, from liquids to capsules. 

WRAP commissioned creative agency 'FutureBrand' to look into this mature market sector and come up with new ways to optimise packaging. 

The slides featured here are just some of the concepts and design solutions explored following:

• extensive global product research;
• discussion with industry experts; and
• from listening to the consumer.

Think out of the box and be inspired ...

Washing Detergents

"Liqui-matic"

An automatic dispensing system to refill returnable bottles.

Packaging: reusable heavy gauge bottles.

Potential benefits:

For the consumer: cheaper to refill a container; less packaging due to returnable system.

For the retailer/manufacturer: no shelf stacking; material cost savings.

Considerations: requires maintenance in store; bottles must be labelled product specific.

Washing Detergents

"Small is beautiful"

Tablets are flow wrapped and perforated.  Just pull out what you need and tear off. 

Packaging: shelf ready merchandising outer display carton.

Potential benefits:

For the retailer/manufacturer: compact on shelf, ideal for Metro stores, point of sale branding. 

Considerations: scope for on pack messages/legal mandatories.

Washing Detergents

"Concertina"

A stack of washing tablets which becomes smaller as the tablets are used so saves on space in the home.

Packaging: either a flexible "bag" type or a ridged lightweight collapsable plastic pack.

Potential benefits:

For the consumer: space saving when in and after use; simple packaging; transparent pack to see how much is left. 

For the retailer/manufacturer: can be merchandised on a euro hook; vertical or horizontal shelf presentation; on shelf product differentiation

Washing Detergents

"The Squeeze"

A concentrate liquid in a bottle fitted with a closing mechanism.  One squeeze from the bottle gives the correct dose of liquid that fills the nozzle, ready to pour.

Packaging: Blow moulded bottle with injection moulded cap for dosing.

Potential benefits:

For the consumer: accurate dosing saves money; smaller pack as concentrated liquid; takes up less room; refills could be made available.

For the retailer/manufacturer: reduced shelf space.

Washing Detergents

"Pouring Pouch"

A lightweight refill pouch.  It has a screw cap and a handle that makes it easy to pour.  Screw the cap back on and it goes straight back into the cupboard.

Packaging: Flexible stand up pouch, with injection moulded screw cap insert.

Potential benefits:

For the consumer: easy to pour; open and reseal; takes up less room in the bin; refills could be cheaper.

For the retailer/manufacturer: smaller packs could be merchandised in shelf ready outers.

Considerations: cannot stack; can only be used in smaller formats.

Washing Detergents

"Snow Flow"

A lightweight plastic bottle, with a built in handle, making it easier to carry.  Smaller formats have a flip-off cap and a pouring spout for ease of use.  A grip feature rather than handle will use even less packaging.

Packaging: Lightweight blow moulded bottle with injection moulded flip cap and pour feature.

Potential benefits:

For the consumer: easy to carry; open, pour and reseal; lightweight.

For the retailer/manufacturer: could be merchandised in trolley or cages like milk bottles; no mess - less leakage, simple and inexpensive to produce.

Washing Detergents

"Powder Pourer"

A vacuum packed bag which attaches to a reusable pourer.

Packaging: foil bag which is vacuum packed. Plastic injection moulded re-usable top.

Potential benefits:

For the consumer: easy dosage and to pour. 

For the retailer/manufacturer: compact shelf space; novel shelf presence.

Considerations: requires consumer to fit refill to pourer.

Washing Detergents

"Plastic fantastic"

An easy to carry refill pouch that can be decanted into a plastic container. 

Packaging: heavy gauge polypropylene box as parent pack; flexible bag for refill.

Potential benefits:

For the consumer: easy to open and carry; resealable; lightweight; strong; less bulky to store; cost effective.

Considerations for the retailer/manufacturer: merchandising of 2 x SKUs (Stock Keeping Units) to fulfill consumer requirements.

Washing Detergents

"The pyramid pouch"

A small clear stand up pouch containing dosed capsules. It is easy to carry and shrinks as you use it, taking up much less storage space.

Packaging: resealable stand-up pouch. Containing existing liquid capsules.

For the consumer: recognisible and distinct format; resealable; convenient packaging.

For the retailer/manufacturer: good branding area, easy to fill, known line technology.

Considerations: product protection in transit required.