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Live from ISTA Omni-Channel: Henkel Develops the ‘Rolls Royce’ of Closures for E-Com Liquid Detergent

Henkel tackles the issue of leaking laundry detergent bottles head-on, with the launch of a packaging system integrating the bottle and cap. At the same time, it introduces a concentrated product in a smaller bottle.

Henkel's All Free & Clear detergent was launched in the new bottle on Amazon in September 2018.
Henkel's All Free & Clear detergent was launched in the new bottle on Amazon in September 2018.

Shipping liquid products is one of the most often mentioned challenges when discussing e-commerce for grocery. Most retail bottles and closures for beverages and for liquid household cleaning and beauty care products were never designed to withstand the rigors of the e-commerce supply chain, resulting in leaking bottles and damaged products. By some estimates, one leaking bottle damages on average 10 other products packed in the same box. At the ISTA Omni-Channel Packaging Strategies Conference, Oct. 1-2 in Chicago, Nick Bull, Senior Principal Engineer for Henkel’s Laundry & Home Care category, shared his company’s experiences with developing an e-com ready packaging solution for its liquid laundry care products.

Having experience with both Unilever and Henkel, Bull said he has watched the evolution of e-com packaging for household care products from the early “Wild West” days of Amazon nearly a decade ago, where “there was no consistency on testing or preparation, and there was no right way of how to do anything” to today, where custom e-com ready packaging designed to meet rigorous drop and vibration testing is beginning to emerge.

Around two years ago, he said, companies such as Henkel began offering e-com specific items that met ISTA 3A performance tests. For example, the company offers a refill pouch of its Snuggle Liquid Fabric Softener. “Pouches are great for e-commerce, when they survive a drop test. And these do,” said Bull. “So you see refill pouches selling pretty well online. But the downside of refill pouches is that consumers don’t really like them. Consumers like to use the packaging they buy in a store. Unfortunately a lot of the packaging we sell in the store is not e-commerce ready, and it was designed, in some instances, 15, 20, or even 25 years ago and leaks like crazy.”

In response, Henkel’s European team began development of a leak-free liquid laundry detergent bottle, initially for its Persil brand sold in Europe. The result is a holistic design of bottle and closure. “Traditionally, with a laundry detergent bottle, you have the neck of the bottle with a spout that’s inserted, and then a closure on top,” Bull explained. “What our European partners realized when they kicked this off is that we really needed to have an integrated system of the spout and the cap working together, and then have some sort of locking system on the neck of the bottle so anti-rotation wouldn’t back the cap off.”

The closure comprises two pieces—a spout and a cap—with a thermoplastic elastomer molded into both to prevent leakage, depending on the dimensionals of the neck, and to account for any hazards resulting from the bottle being dropped. A locking neck feature on the bottle ensures the closure doesn’t back off. “You do find on a number of our products within laundry and beauty that when they go through dropping and then vibration through distribution, the closures relax over time, and you lose some of your removal torque.”

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