The dispenser is used on a new aerosol hair product 7-oz Dove Root-Lifting spray which retails for $3.79. The package was launched in December 2004 into major retail channels in the United States and Europe.
The package’s distinction comes mainly from the actuator’s 1”-long “snout” which acts as an extension of the user’s finger to help guide her to target her hair roots. It is said to surpass current dispensing techniques and it enhances the consumer’s ability to apply the formulation exactly where it is needed. The aerosol hair product actuator is made of a polypropylene random copolymer and acetal is used for the actuator’s insert.
The package also includes a PP overcap from Berry Plastics and a 202x700 tinplate steel can from CCL Container.
Unilever’s Mark Neuhalfen project manager packaging says that the custom design was developed between Unilever and Flurer Design with engineering/molding support provided by SeaquistPerfect Dispensing and Berry Plastics (both in North America). Flurer developed initial conceptual designs and models according to Neuhalfen.
“The actuator’s very long snout was a real challenge in both molding and assembly of the mechanical break-up unit (MBU) insert” Neuhalfen explains. “Numerous molding trials along with various tooling constructions were considered and tested. Snout insertion required precise control over the actuator and its snout during this process.
The actuator’s aesthetic design provides the consumer a way to accurately deliver hair product to the precise location. Unilever says that traditional hairspray designs have been extremely generic in shape and size with very little distinguishing design characteristics. Unilever feels the package’s design increases consumer awareness.
“Initial sales have been extremely promising in both North America and Europe” says Neuhalfen.
Although designed for the hairspray market Unilever acknowledges that it could be used for other applications such as mousses gels and creams. —Rick Lingle