a small can, a big impact

A SMALL CAN,
A BIG IMPACT
Unilever invites competitors to adopt its Compressed technology
to reduce the environmental impact of the industry.
50%
LESS GAS
25%
LESS
PACKAGING
© Unilever 2015 | A Small Can, A Big Impact | 1
Same protection for users, better for the planet
Imagine there was a way to reduce the impact of the aerosol deodorant industry’s
carbon footprint by a quarter without requiring any quality compromise or habit
change from the deodorant user. It’s a powerful thought and one that is very much
a reality.
The reengineered spray system behind Compressed means that a 75ml deodorant
lasts just as long as a 150ml traditional deodorant – but with half the gas and
25 per cent less packaging. The result is the same level of protection, a more
convenient, portable design, and 25 per cent less burden for the environment.
Unilever first announced a range of Compressed aerosols in 2013 and a growing
number of people have already made the switch to this more sustainable
alternative. Last year in the UK, over 50 per cent1 chose to buy Compressed. This is
a trend increasingly replicated in France and Germany, who launched Compressed
a year later (33 per cent2 and 30 per cent3 respectively).
Such adoption has already helped save approximately 800 tonnes of aluminium
in Europe. In the UK alone, that number is around 580 tonnes (more than 250,000
bicycles) and the equivalent of a 7,000 tonnes CO2 decrease.
Unilever has a vision of a future in which Compressed becomes commonplace
across the aerosol industry and so welcomes the introduction of Compressed
products by other manufacturers.
Why? Because if every spray deodorant sold was
Compressed, the aerosol deodorant industry’s carbon
footprint would be reduced by 25 per cent.
`Nielsen data, Universe for GB is Grocery Mults Exc. Boots, Data is 52we 27 Dec 2014`
`Nielsen data, Universe for France is TOTAL HMSM AVEC HD, Data is 52we to 28 Dec 2014`
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`Nielsen data, Universe for Germany is LEH+DM, Data is full year to wk 52 2014`
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© Unilever 2015 | A Small Can, A Big Impact | 2
Supporting Compressed adoption across industry
To make it as easy as possible for users to trade their regular-sized can for a
smaller, more sustainable alternative, Unilever is inviting its industry colleagues to
use the term “Compressed” (excluding the leaf design) in their product marketing
and adopt a green band design that marks these new deodorants out from less
sustainable aerosols. This move is proposed by Unilever to make it simple and
transparent for consumers.
Typically Unilever has used a 2x Compressed rate (e.g. 75ml=150ml) and
recommends that other manufacturers use the same simple approach so
consumers understand that with half the amount of gas, a Compressed product
can truly last as long as a less efficient one with twice the gas.
Unilever asks that brand equity in the names, shapes and appearance of Unilever
brands like Dove, Rexona and Axe are respected so consumers can make clear and
informed purchase choices.
Convincing consumers in store
The in-store presentation has been critical in
reassuring users that Compressed deodorants
are a new proposition that last just as long as
the regular aerosols. One of the major success
factors has been the height boosting trays
which help to reassure on value for money as
well as communicate the proposition.
© Unilever 2015 | A Small Can, A Big Impact | 3
How to make a Compressed aerosol: a simple guide
Unilever has created the following simple guide for manufacturers looking to develop a Compressed deodorant,
aimed at assisting other manufacturers understand the approach Unilever took in developing Compressed. It also
makes clear which suppliers have been integral in assisting Unilever get this technology to market.
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Identify the regular product to be compressed,
both the size of the can and how long it lasts for
consumers.
We chose 2x compression, in a smaller can,
which allows us to keep the same pack-life as
consumers currently experience with a regular
aerosol. This way we kept the maths and
comparability vs the original can easier for
consumers to follow – knowing this is a relatively
low interest category that people don’t want
to spend too long thinking about. This makes
the transition for consumers from regular to
compressed aerosols as easy as possible, as there
is no change in habit required.
Reduce the amount of propellant used per can
as needed, whilst keeping the same amount of
active and key ingredients delivered per second
to the underarm. The exact reduction depends
on the specific formulation, and is achieved by
reducing the volume of propellant added to the
can, in steps, and assessing the product delivery
level, until the desired output is achieved. For
most of our products, the reduction is to half
the normal level. Keep the gas composition and
pressure the same as that used for a regular
aerosol. This keeps the amount of time a
consumer uses to apply the product the same as
a regular aerosol.
In order to achieve this, you also need to reengineer the spray system, through modification
of the valve, so that the spray rate is adjusted
relative to a regular aerosol.
This was done through rebalancing the size of
the orifices, changing the hole sizes that control
the balance of vapour and liquid that enters
into the valve. The size of the vapour entry is
changed to achieve a ratio vs liquid entry of
around double that of a regular aerosol, whilst
significantly reducing the size of both entry points
to achieve the desired spray rate. In addition,
there is now only 1 stem orifice in the system. This
development was done in collaboration with our
global valve supplier partners, Lindal and Coster.
Valve
(Mounting) Cup
Cup
(Outer) Gasket
Stem
(Inner) Gasket
Stem
Spring
Housing
Can
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It is not necessary to make any changes to the
specification of the active ingredient or any of
the other ingredients as long as they are of good
quality. Checks must be conducted to determine
if the fragrance needs to be adapted to be stable
in the new formulation. Ensure consistency in
the product particle size as much as is needed, in
order to ensure that any potential blockage issue
for consumers is minimised. This is dependent on
the specific formulation and active source.
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Reduce the size of the can, whilst considering the
relevant supplier and manufacturing capability, to
ensure that the number of uses a consumer gets
per can remains the same as a regular aerosol.
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Follow your best manufacturing practices to
ensure the optimal spray quality and product
experience throughout the pack life for the
consumer.
Diptube
Stem orifice
Vapour entry
Liquid entry
© Unilever 2015 | A Small Can, A Big Impact | 4
Compressing the future
Encouraging consumers to swap traditional products for new ones will always be
a challenge for any industry, particularly when most people have grown up with
a product format that has remained virtually unchanged, and shopping habits
are well ingrained.
However, Unilever believes that with a clear industry communication of the
consumer and environmental benefits of Compressed products, the necessary
transformation can happen.
Join in making
commonplace in the aerosol deodorant industry.
“
Unilever welcomes the introduction of Compressed as commonplace across the
industry. But we also know that despite good intentions, many people don’t want to
select a ‘greener’ product if it means having to compromise on quality or convenience.
Our job as manufacturers is to show them that with Compressed, they can make a
sustainable deodorant choice without compromise: there is no trade-off. Users get all
the benefits they currently enjoy with larger cans.
TAMARA ROGERS, SENIOR VICE PRESIDENT, DEODORANTS, UNILEVER
“
Waste not, want not
Why call it Compressed
As part of the Sustainable Living Plan,
Unilever is committed to halving the
waste associated with the disposal of
its products by 2020. Through efficient
pack designs, new technologies and
the innovative use of materials, we
have already reduced our waste impact
by around 11 per cent since 2010.
Compressed will be a vital part of
achieving our target and one that we
also believe can have a far-reaching
impact across the industry.
When applied normally, a Compressed
deodorant offers the same amount of
protection as a regular-sized deodorant.
Therefore, it is not a “concentrate”, more
potent or more powerful. Equally, it is
not a “Compact” aerosol, which could be
misconstrued as just smaller. As this new
format works just as well but with less gas,
Compressed is the simplest way of explaining
the innovation to consumers. This is why
Unilever has used the same logo and green
band across all of its brands.
© Unilever 2015 | A Small Can, A Big Impact | 5