Tide detergent will soon be shipped in a shoebox, part of its parent company Procter & Gamble, to adapt to online deliveries.
P & G launched the new "Tide Eco-Box" on Friday. It has a rotating opening for cleaning the cleaning agent, an extendable stand and a measuring cup. The liquid formulation, containing less water than normal tide, is shipped in a sealed pouch.
The version uses 60% less plastic than an equivalent 150-ounce bottle of tide, since no additional cardboard or air bubbles are required to wrap. It is lighter and takes up less space in a van, which can save P & G on shipping costs.
"Its size is ideal for the ecommerce supply chain," said David Luttenberger, global packaging director at market research firm Mintel. "It's a simple package for almost every consumer it adopts, manipulating and releasing opening functions."
Tide Eco-Box will be Tides series on Amazon (AMZN), Walmart's website (WMT) and other P & G (PG) trading partner sites starting in January.
P & G – the owner of major brands such as Gillette, Pampers, Old Spice, Head & Shoulders and Dawn – worked addressing the challenges of shipping more products to buyers' homes.
P & G's digital revenue grew 30% last year to $ 4.5 billion. They account for around 7% of the largest consumer goods company in the world.
The company has organized a unit within its textile care business, including Ariel and Downy, who are engaged in digital innovation.
"This is fundamentally different. This is an approach that we have not adopted in the past," said Sundar Raman, vice president of North American fabric care at P & G.
Consumer goods manufacturers are reluctant, even the smallest Optimizing the details of their brand designs to avoid customer matching, Luttenberger said, however, they were forced to reconsider their packaging for online shipments and the pressure of Amazon's rigorous shipping standards.
Online shipping increases the likelihood that Leaking or leaking liquid products along the supply chain, these products are more often packaged on the way to the customer's home, unpacked and bundled together with other materials, and online supplies also rely more on board and plastic, adding environmental and sustainability risks
In response, P & G has a new "AeroF lexx "package designed for liquid products like Dawn Soap and Old Spice Body Wash.
The capless bottle and flatter design uses 50% less plastic and does not require bubble wrap. P & G says the more flexible bottle makes it easier to pour and convenient to use with one hand.
P & G is not the only one renewing its online ordering brands: Garcon Wines, a British company, has rolled out flat wine bottles.