The head has been designed to mirror the familiar lozenge shape of the E45 logo. As well as creating a distinctive pack appearance commensurate with the brand leader, the design also enables the cream to be dispensed by using the elbow, allowing greater hygiene control for multiple user packs in hospitals, nursing homes and medical centres. A further hygienic feature of the Airless HVDS system is the special suckback system that pulls cream back into the pump after operation, leaving a clean and hygienic spout for each dispense.

Reckitt Benckiser’s decision to adopt the 500g Airless HVDS pack for E45 is due to its guaranteed 98% evacuation of the container, which reduces product and packaging waste and delivers a more cost-effective treatment.

Airless HVDS technology uses a combination of airless and piston-up technology to push product up from the bottom of the container. This eliminates the waste problems associated with dispensing creams and lotions that cannot self level, where conventional pumps draw product up from the centre of a container and leave large amounts clinging to the side, which cannot be accessed.

The two-part construction of Airless HVDS, with the follower plate already in place, makes filling easier and faster, while no metal contact parts eliminate the risk of contamination.

The airless operation is ideal for all types of oxygen sensitive products and the pump is able to operate even when air is trapped in the product.

“The special dispensing head for E45 has further increased the practical and hygienic benefits of the Airless HVDS system,” comments Anne Rees, E45 Brand Manager.

“Equally important, the pack’s excellent evacuation capabilities maximises the cost-effectiveness of the treatment for end users.”