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01/12/2022

P&G Making Strides in Inclusive Packaging With Dawn EZ-Squeeze

Liz Dominguez
Managing Editor
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Dawn EZ Squeeze
Dawn EZ-Squeeze

The packaging game is quickly changing as consumer goods companies look to make their products more inclusive, helping to meet the evolving needs of the general population, including the more than 61 million adults in the U.S. that live with a disability. The latest entrant in the accessibility space comes from Dawn, a Procter & Gamble (P&G) brand that touts itself as “America’s No. 1 dish liquid.”

Dawn EZ-Squeeze features a new inverted bottle setup with a “no flip cap” that allows the product to stand on its cap to dispense soap from the bottom. The company reports that the valve is self-sealing, further protecting against leaks.

Following more than five years of mock-ups and testing, Dawn reports that its final packaging will not only provide a mess-free experience, but it will also improve ease of use for individuals who face challenges with more traditional bottle designs, allowing people to dispense soap more easily with a single hand.

“We noticed a gap in design innovation when it comes to dish soap bottles, and we were excited to act on it,” said Corey Brugh, senior engineer, research & development, North America Dish at Procter & Gamble, in a press release. “We’re excited about the incredible response Dawn EZ-Squeeze has received already through our initial testing and can’t wait for more people to try this groundbreaking and efficient way to wash dishes.”

Dawn EZ-Squeeze is now available at mass retailers nationwide in Platinum and Original formulas. 

“Dish soap bottles are one of the most-used household items, so they should be easy to use – from the first drop to the last. You’ve likely spent time shaking, flipping, and banging your dish soap bottle on the countertop in a messy attempt to make the most of every drop. With Dawn EZ-Squeeze we wanted to create a dish soap that was designed to be fast and easy, helping you get away from the sink and on with your life.”
Guerin McClure, VP, North America Dish Care, Procter & Gamble

This isn't P&G's first move to improve accessibility in its packaging, with initiatives playing out in different ways. Recent news from P&G regarding Olay’s Easy Open lid stated that Olay would not be patenting its winged cap to allow other companies to produce products that are more accessible for everyone, including those with dexterity issues, joint pain, vision impairments and other disabilities. However, Dawn has patented its new “no flip cap,” impeding other companies from replicating the model.

While the collaboration between innovators may be somewhat limited, recent moves, such as PepsiCo’s willingness to license the technologies used in its Off the Beaten Path plant-based compostable bag at no cost, show progress toward shareable packaging design despite the overall continuation of proprietary production.