SqueezeOpen from Amaray, the consumer-friendly packaging solution.

29 April 2014

When packaging works, it makes people feel good. Amaray's SqueezeOpen closure is designed to replace the screw thread closure currently being used in the personal care, nutraceutical, confectionery and pharmaceutical markets.

Understanding consumer frustrations is fundamental to Amaray's innovative approach. Bad packaging acts as a barrier to consumption. It creates customer aggravation, reduces sales and deeply affects brand perception. In fact 85% (of 500) consumers experience frustration with packaging, citing "difficult to open" as the major concern (Payne Worldwide "Packaging Resolved" 2013). Whether opening or closing screw-jars, flipping plastic caps, or squeezing tubes, the experience can be difficult, messy and time-consuming.

Awkward packaging is an all-too familiar problem for people with dexterity issues. Government projections calculate that the number of over 65's is set to increase by nearly 50% in the next 20 years (Age UK 2014). This increase presents the opportunity to provide a solution for those struggling with packaging accessibility: it's time to put the consumer first.
SqueezeOpen has the ingenuity, appearance and experience of the future. With SqueezeOpen it's a simple case of gently squeezing the sides of the container with your fingertips to release the cap. When you're finished, replace the cap, and with a quick press it will literally pop back on.

Our local survey revealed that 9 out of 10 people of all ages prefer SqueezeOpen to a screw-thread model (survey size 100 in retail environment). Tactile satisfaction and the intuitive one-handed release system left focus-group members playing and interacting with SqueezeOpen in a way not seen with existing alternatives. The original SqueezeOpen was fashioned for creams, balms, and other personal care products, but variations have been developed for bottled products such as shampoos and lotions with tamper-evidence options available. SqueezeOpen is also the ideal solution for multi-use products which are used frequently throughout the day, confectionery and gum packs being great examples. It is a preferred closure-system which can easily be adapted to fit branded primary packaging, encouraging sales and brand-loyalty.


Contact us or visit our website to learn more about SqueezeOpen and how it can support consumers and boost your brand.

Contact: neil.pentecost@asg-amaray.com / 07717 508 597
Website: http://eu.asg-amaray.com/squeezeopen

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