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Purex PowerShot closure makes detergent dosing easy and exactPurex PowerShot closure makes detergent dosing easy and exact

Measuring a dose of concentrated liquid laundry detergent can be a bit of a guessing game. To help consumers measure the correct amount each time, Henkel Corp. created an auto-dosing packaging design for its new Purex PowerShot detergent.

When the consumer turns the bottle upside down, the closure automatically fills with 1 ounce of detergent—just the right amount for one normal load of laundry. For large and extra-dirty loads, Henkel suggests using two doses. The bottle holds 45 fluid ounces of “super concentrated” detergent.

When consumers use a Purex PowerShot bottle for the first time, they need to prime the package’s auto-dose mechanism by inverting the unopened bottle. After that, to use the product they simply open the flip-top lid, invert the bottle and release a dose of product into the washer or detergent tray. The next dose is automatically filled into the auto-dosing chamber when the bottle is inverted while dispensing the previous dose.

A round label on top of the closure provides icon-and-text directions for using the package, with a caution to point the lid away from the face when opening it. The closure refills automatically and, according to Henkel, without making a mess.

The product’s translucent plastic bottle helps consumers gauge how much product remains in the package, and the translucent closure lets them see that a dose of detergent is waiting in the auto-dosing chamber.

Purex PowerShot detergent launched in early 2015 and is available in two fragrances: Mountain Breeze and Linen & Lilies.

Its closure concept is reminiscent of the smart dosing, auto-stop cap developed by Procter & Gamble for bottles of Mr. Clean Liquid Muscle and other concentrated cleaning products. P&G’s smart dosing closure, which delivers pre-measured doses of five to 50 milliliters when the consumer squeezes the bottle, won a gold award in the 2014 DuPont Packaging Awards competition.

About the Author(s)

Kate Bertrand Connolly

Freelance Writer

Kate Bertrand Connolly has been covering innovations, trends, and technologies in packaging, branding, and business since 1981.

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