Gama Innovation Award: Kao Essential Refill Pack

Gama Innovation Award: Kao Essential Refill Pack

Gama Innovation Award – Packaging

MANCHESTER – 30th May 2016:  Addressing environmental concerns while also offering the appeal of convenience, Kao Essential Refill Pack is May's recipient of the Gama Innovation Award – Packaging.

Named the Raku Raku Pack ('Easy Easy Pack'), the new pouch for health & beauty manufacturer Kao's Essential line of haircare products is designed to take the inconvenience, waste and mess out of refilling shampoo and conditioner bottles. The pouch pack features gussets on the top and the bottom so it stands like a bottle on its own, a slimmer design for an easy-grip, a spout which fits snugly to ensure stability during refilling, and an 18% thinner and softer film material that allows enables consumers to roll the pack up as the product is dispensed, reducing wastage, according to the Japanese firm.

"Convenience and sustainability are among the more salient issues affecting the packaging space, and with the 'Raku Raku' pack Kao is addressing both issues in tandem", Gama editorial director Tom Warden commented. "As well as offering an environmental benefit, Kao's newly-designed pouch addresses the most common consumer objections in relation to refill formats, namely the lack of practicality or usability and the difficulty of avoiding wastage or spillage as contents are transferred from one pack to the other".

Image source:  Gama (montage)


About Gama Innovation Awards

Gama Innovation Awards recognise outstanding innovation in the FMCG space.

Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama's network of over 100 in-country experts.  Winners are chosen through a panel vote based on a shortlist of innovative products.


Notes to editors

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About Gama

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